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1、ApplicationofAmbiguityinEnglishCommercialAdvertisements 【摘要】歧?x于語言已是屢見不鮮,許多語言學(xué)家從古希臘時(shí)期就開始關(guān)注歧義。本文首要目的是通過對歧義產(chǎn)生的原因及其在商業(yè)廣告中的應(yīng)用的探索進(jìn)而能夠全面了解歧義。將歧義這一現(xiàn)象論述完整是一件不容易的事,本文嘗試著找尋歧義在語言各方面的產(chǎn)生的原因以便我們能夠真正理解其中含義?! 娟P(guān)鍵詞】歧義商業(yè)廣告關(guān)聯(lián)理論 【Abstract】Ambiguityisoftenseenasacommonphenomenoninlanguage
2、.ManylinguistslaidmoreemphasisonambiguityfromtheancientGreece.ThechiefaimofthispaperistomasteracomprehensiveunderstandingofambiguityinordertoobtainadeepinsightofambiguitybyexploringthecausesofEnglishambiguityandapplicationofambiguityincommercialadvertising.Itmusthavedif
3、ficultiesincoveringallthefieldsofambiguity.ThispaperwillendeavortofindthecausesofambiguityineveryroleoflanguagessoastoreallyunderstandambiguityinEnglish. 【Keywords】Ambiguity;CommercialAdvertisements;RelevanceTheory CHAPTER1Introduction Withtheconstantadvancementofwor
4、ldinformationizationandcommodities’economy,competitionamongenterprisesisgettingmoreintense.Thisthesisaimsatknowinghowdoesthiscomprehensiveart―commercialadvertisementscoveringlinguistics,phonics,literatureandaestheticsimpactonourlifeinanall-roundandfar-reachingway. CHAP
5、TER2Introductionofcommercialadvertisementsandambiguity 2.1Introductionofcommercialadvertisements 2.1.1Thedefinitionofcommercialadvertisements Sofar,somanydefinitionsofadvertisementscanbefoundinrelatedworks.However,thedefinition“Advertisingisthenon-personalcommunicati
6、onofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia”(Liu2002:3)ruledbyAmericanMarketingAssociationhasbeenacceptedbytheinsiders. 2.1.2Thefunctionsofcommercialadvertisements Therearetwomajorfun
7、ctionsexistincommercialadvertisements.Itissocialfunctionandculturefunctionrespectively.Adshavereachedalevelofhighspeed,widerangeandfrequencywhichoccupiedpeople’slifeonceforall.Soadsdohaveinfluenceonthepsychologyofrecipientsandmakechangesontheirwayofthinkingandvalueorien
8、tation. 2.2Introductionofambiguity Ambiguityhasallalongarousedaheatdebate.Sowhatisambiguity?MackayandBeverma