Abstract

Along with economic development and the progress of science and technology, advertising occupies larger and larger proportion and has become an important part of our life. Advertisers resort to all kinds of means to promote products or services, among which, the application of vague language in advertising is very effective. There are no clear boundaries in vague language, therefore vague language contains large amount of information. Moreover, vague language is reserved, tactful, implicit and flexible. The use of vague language in advertising can enhance the appeal of advertisements and strengthen the buying inclination of consumers.

Vague language has rich pragmatic characteristics. Based on pragmatics, with the aid of Grics’s Cooperative Principle and Leach’s Politeness Principle, this thesis explores the application of vague language in specific advertisements and analyses how vague language implements its pragmatic functions. Finally, this thesis finds a reasonable use of vague language can attract consumers’ attention and has positive effects on advertising.

Through the study, the analysis of vague language in advertising can not only help consumers and English learners have a deeper and more comprehensive understanding of advertising language, but also provide useful reference for ad-writers so as to promote their products and services.

Key words: pragmatics; Cooperative Principle; Politeness Principle; advertising; vague language 

Contents

Abstract

摘要

1 Introduction1

2 Literature review2

2.1 Related theories3

2.1.1 Cooperative Principle3

2.1.2 Politeness Principle.4

2.2 Previous studies4

2.2.1 Studies abroad.4

2.2.2 Studies at home.5

3 Vague language based on Cooperative Principle.6

3.1 Flouting the maxim of quality6

3.2 Flouting the maxim of quantity8

3.3Flouting the maxim of relevance.9

3.4Flouting the maxim of manner10

4 Vague language based on Politeness Principle.11

4.1 Adhering to Tact Maxim.11

4.2 Adhering to Generosity Maxim12

4.3 Adhering to Agreement Maxim13

4.4 Adhering to Approbation Maxim.13

4.5 Adhering to Modesty Maxim.14

4.6 Adhering to Sympathy Maxim.14

4.7 Adhering to several maxims.15

5 Conclusion.16

References19