Contents

Acknowledgments

Abstract

摘要

Chapter One Introduction-1

1.1 Advertising and Food Advertising-1

1.2 Vagueness and Pragmatic Vagueness-1

1.3 Thesis Structure-3

Chapter Two Literature Review-3

Chapter Three Linguistic Analysis and Pragmatic Functions of Vagueness in Food Advertisements-4

3.1 Linguistic Analysis-4

  3.1.1 Sound Level Analysis-4

  3.1.2 Lexical Level Analysis-5

  3.1.3 Syntactic Level Analysis-6

  3.2 Pragmatic Functions of Vagueness-7

  3.2.1 Enhancing Memory Value-7

  3.2.2 Strengthening Flexibility-7

  3.2.3 Bringing Rhetorical and Aesthetic Effects-7

Chapter Four Adaptability of Pragmatic Vagueness in Food Advertisements-8

4.1 Adaptation to Mental World-8

  4.1.1 Adaptation to Needs for Nutrition-8

  4.1.2 Adaptation to Needs for Credibility-8

  4.1.3 Adaptation to Needs for Flavor-9

  4.1.4 Adaptation to Needs for Low price-9

4.2 Adaptation to Social World-10

4.2.1 Adaptation to Needs for Personality and Fashion-10

4.2.2 Adaptation to Needs for Social Status-10

Chapter Five Conclusion-12

5.1 Main Findings-12

5.2 Limitations-12

References-14

Abstract

Vagueness is one of the natural attribute of language. As a special kind of language, it can be found in advertisements. In recent years, with the increasing number of food advertisements, its pragmatic vagueness appears frequently. Vague language makes language expression more appropriate and promotes consumption by using flexibility and indeterminacy. Most pragmatic vagueness in food advertisements abide by the principle of adaptation. The Linguisltic Adaptation Theory is put forward by Verschueren, who holds the view that language usage is a process of continuous making of linguistic choices under the internal and external influence. The reason why language users make different and proper choices is that language has three attributes: variability, negotiability and adaptability. 

Based on the theory, this thesis takes both Chinese and English advertisements as examples so as to analyze the vagueness of them and summarize their pragmatic functions from different levels. Most importantly, it will mainly discuss how food advertisements, by taking advantage of pragmatic vagueness, adapt to human’s mental and social world from the perspectives of nutrition, credibility, flavor, low price, personality, fashion and social status. etc.

Keywords: food advertisements; pragmatic vagueness; adaptation theory