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    2. 刊物属性
    3. 刊物名称:英语广场
    4. 国内刊号:CN 13-1298/G4
    5. 国际刊号:ISSN 1009-6426
    6. 数据库收录:中国知网
    7. 投稿邮箱:
        tougao@esteachers.com
    8. 当前位置:英语广场 > 优秀论文 >
      时间:2017-07-03 来源:英语广场

        【摘要】歧義于语言已是屡见不鲜,许多语言学家从古希腊时期就开始关注歧义。本文首要目的是通过对歧义产生的原因及其在商业广告中的应用的探索进而能够全面了解歧义。将歧义这一现象论述完整是一件不容易的事,本文尝试着找寻歧义在语言各方面的产生的原因以便我们能够真正理解其中含义。
        【关键词】歧义 商业广告 关联理论
        【Abstract】Ambiguity is often seen as a common phenomenon in language. Many linguists laid more emphasis on ambiguity from the ancient Greece. The chief aim of this paper is to master a comprehensive understanding of ambiguity in order to obtain a deep insight of ambiguity by exploring the causes of English ambiguity and application of ambiguity in commercial advertising. It must have difficulties in covering all the fields of ambiguity. This paper will endeavor to find the causes of ambiguity in every role of languages so as to really understand ambiguity in English.
        【Key words】Ambiguity; Commercial Advertisements; Relevance Theory
        CHAPTER 1 Introduction
        With the constant advancement of world informationization and commodities’ economy, competition among enterprises is getting more intense. This thesis aims at knowing how does this comprehensive art—commercial advertisements covering linguistics,, phonics, literature and aesthetics impact on our life in an all-round and far-reaching way.
        CHAPTER 2 Introduction of commercial advertisements and ambiguity
        2.1 Introduction of commercial advertisements
        2.1.1 The definition of commercial advertisements
        So far, so many definitions of advertisements can be found in related works. However, the definition“Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media”(Liu2002:3) ruled by American Marketing Association has been accepted by the insiders.
        2.1.2 The functions of commercial advertisements
        There are two major functions exist in commercial advertisements. It is social function and culture function respectively. Ads have reached a level of high speed, wide range and frequency which occupied people’s life once for all. So ads do have influence on the psychology of recipients and make changes on their way of thinking and value orientation.
        2.2 Introduction of ambiguity
        Ambiguity has all along aroused a heat debate. So what is ambiguity? Mackay and Bever made a definition that “any stimulus pattern which is capable of two and only two distinct interpretations.” More clear to say that ambiguity means that the same linguistic sentence or part of it can convey multiple meanings.
       

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