The article tentatively explores the fuzzy expressions in advertising English to realize the ultimate goal of advertising from the perspective of pragmatics. This study is devoted to the pragmatic theories employed by the advertisers in order to make advertisements persuasive, impressive to the target audience. Equipped with the pragmatic knowledge, the target audience can understand advertising language clearly. 1. Analysis of Advertising Language Nowadays, advertising has penetrated every corner our life pervasively. However, its language is the main carrier of advertising message. Advertising may take many forms, but language is of crucial importance. Advertising language is a style of immediate impact and rapid persuasiveness. In order to "attract attention, arouse interest, stimulate desire, create conviction and get action", it is necessary for the advertisers to catch the audience's attention. The language of advertising, among other aids, is of decisive importance to the persuasiveness and effectiveness of advertisements. Fuzziness is frequently used in designing advertisements. Some scholars analyze fuzziness in advertising English from the angles of sociolinguistics, cross-cultural studies, stylistics, etc. The traditional discussion on fuzziness mainly concerns about the language features. However, it is found that few efforts has been put on the systematic analysis of the relationship between the fuzzy expressions in advertising English and the pragmatic principles.
{"title":"A PRAGMATIC ANALYSIS OF FUZZINESS IN ADVERTISING ENGLISH","authors":"Lei Chen","doi":"10.5539/ACH.V3N2P29","DOIUrl":"https://doi.org/10.5539/ACH.V3N2P29","url":null,"abstract":"The article tentatively explores the fuzzy expressions in advertising English to realize the ultimate goal of advertising from the perspective of pragmatics. This study is devoted to the pragmatic theories employed by the advertisers in order to make advertisements persuasive, impressive to the target audience. Equipped with the pragmatic knowledge, the target audience can understand advertising language clearly. 1. Analysis of Advertising Language Nowadays, advertising has penetrated every corner our life pervasively. However, its language is the main carrier of advertising message. Advertising may take many forms, but language is of crucial importance. Advertising language is a style of immediate impact and rapid persuasiveness. In order to \"attract attention, arouse interest, stimulate desire, create conviction and get action\", it is necessary for the advertisers to catch the audience's attention. The language of advertising, among other aids, is of decisive importance to the persuasiveness and effectiveness of advertisements. Fuzziness is frequently used in designing advertisements. Some scholars analyze fuzziness in advertising English from the angles of sociolinguistics, cross-cultural studies, stylistics, etc. The traditional discussion on fuzziness mainly concerns about the language features. However, it is found that few efforts has been put on the systematic analysis of the relationship between the fuzzy expressions in advertising English and the pragmatic principles.","PeriodicalId":15921,"journal":{"name":"Journal of Henan University of Technology","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2011-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77767034","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2008-01-01DOI: 10.4135/9781483365817.n1330
Zhang Yuan
Stress creates a great negative impact on the life of individuals,school development and social harmony.The paper analyses the essence of stress from the perspectives of psychology,management and organizational behavior and conducts a deep-level analysis of how to manage stress in combination of the author's first-hand knowledge of stress from work in the course of conducting scientific research.The paper holds that a moderate amount of stress plays a positive role in learning,but excessive stress plays a negative role.The essence of stress is a sort of psychological activity arising from school's having a higher demand for individual student,which is beyond the student's adaptability to school.Improving students' adaptability can increase their capacity to bear stress from their studies.
{"title":"ON STRESS MANAGEMENT","authors":"Zhang Yuan","doi":"10.4135/9781483365817.n1330","DOIUrl":"https://doi.org/10.4135/9781483365817.n1330","url":null,"abstract":"Stress creates a great negative impact on the life of individuals,school development and social harmony.The paper analyses the essence of stress from the perspectives of psychology,management and organizational behavior and conducts a deep-level analysis of how to manage stress in combination of the author's first-hand knowledge of stress from work in the course of conducting scientific research.The paper holds that a moderate amount of stress plays a positive role in learning,but excessive stress plays a negative role.The essence of stress is a sort of psychological activity arising from school's having a higher demand for individual student,which is beyond the student's adaptability to school.Improving students' adaptability can increase their capacity to bear stress from their studies.","PeriodicalId":15921,"journal":{"name":"Journal of Henan University of Technology","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2008-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84949870","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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