英文广告中的主观歧义
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摘要
主观歧义是创造性运用语言的一种手法。虽然只言片语，却高度集中了要表达的意思。广告商常常有意识地利用这一有力的表现手段，以期能达到一定的广告效果。
本文试从英语广告中主观歧义产生的原因和形式，广告商利用主观歧义的意图，以及主观歧义对读者的效果这几个方面进行探讨。会话合作准则被借用来分析歧义广告到底是产生会话涵义还是误导读者，话语分析理论被借用来对具体广告进行分析，同时还做了两个问卷实验来验证主观歧义对读者的影响。
通过多角度，多层次的分析研究，本文得出结论：主观歧义是实现广告目的的有效手段。
Intentional ambiguity, as an important device in advertising, has long been discussed and speculated on its character and impact. The present thesis uses various methods to investigate the use of intentional ambiguity in English advertisements. Theoretical approach, Co-operation Principle analysis, discourse analysis of advertisements, and two experiments are combined to yield insight into the operation, cause, effect, and experience of the use of intentional ambiguity in English advertisements. Specifically, from advertisers' angle, the trace of advertisers' intention shows the cause of using intentional ambiguity: AIDA, conveying covert information, winning new buyers without alienating previous buyers. From readers' angle, the experiments show the positive effects of using intentional ambiguity: Extra contextual effects, more favor to the advertisements, a more positive brand attitude, and better recall of headlines.
Moreover, implication for future research on the use of intentional ambiguity in English advertisements is discussed. On the basis of the study and research work, the thesis summarizes that the use of intentional ambiguity is a
powerful technique to meet the ends of advertisements.
本文试从英语广告中主观歧义产生的原因和形式，广告商利用主观歧义的意图，以及主观歧义对读者的效果这几个方面进行探讨。会话合作准则被借用来分析歧义广告到底是产生会话涵义还是误导读者，话语分析理论被借用来对具体广告进行分析，同时还做了两个问卷实验来验证主观歧义对读者的影响。
通过多角度，多层次的分析研究，本文得出结论：主观歧义是实现广告目的的有效手段。
Intentional ambiguity, as an important device in advertising, has long been discussed and speculated on its character and impact. The present thesis uses various methods to investigate the use of intentional ambiguity in English advertisements. Theoretical approach, Co-operation Principle analysis, discourse analysis of advertisements, and two experiments are combined to yield insight into the operation, cause, effect, and experience of the use of intentional ambiguity in English advertisements. Specifically, from advertisers' angle, the trace of advertisers' intention shows the cause of using intentional ambiguity: AIDA, conveying covert information, winning new buyers without alienating previous buyers. From readers' angle, the experiments show the positive effects of using intentional ambiguity: Extra contextual effects, more favor to the advertisements, a more positive brand attitude, and better recall of headlines.
Moreover, implication for future research on the use of intentional ambiguity in English advertisements is discussed. On the basis of the study and research work, the thesis summarizes that the use of intentional ambiguity is a
powerful technique to meet the ends of advertisements.
引文
Agee, Ault & Emery, Edwin (1985), Introduction to Mass Communication, New York: Harper & Row Publishers, Inc..
Aitehison, Jim (1999), Cutting Edge Advertising, Singapore: Prentice Hall.
Austin, J. L. (1962), How to Do Things with Words, Oxford: Oxford University Press.
Berlyne, D. E. (1971), Aesthetics and Psychobiology, New York: Appleton-Century-Crofits.
Brierley, Sean (2002), The Advertising Handbook, London: Routledge.
Brown, Gillian & Yule, George (2000), Discourse Analysis, Beijing: Foreign Language Teaching and Research Press.
Channel, Joanna (2000), Vague Language, Shanghai: Shanghai Foreign Language Education Press.
Crystal, D. (1985), A Dictionary of Linguistics and Phonetics, Oxford: Basil Blackwell Ltd.
Eco, Umberto (1976), A Theory of Semiotics, Bloomington: Indiana University Press.
Empson, William (1974), Seven Types of Ambiguity, Harmondsworth: Penguin.
Grice, H.P. (1975), "Logic and Conversation", "Speech Acts", Syntax and Semantics, New York: Academic Press.
Grinnell, J. D. (1987), National Register of Advertising Headlines &Slogans, New York: Asher-Gallant.
Gug, Cook (2001), The Discourse of Advertising, London: Routledge.
Hickey, Leo (2000), The Pragmaties of Translation, Shanghai: Shanghai Foreign Language Education Press.
Holbrook, Morris B. (1980), "Some Preliminary Notes on Research in Consumer Esthetics", Advances in Consumer Research, Vol. 7, 104-107.
Hopkins, Claud C. (1927), My Life in Advertising, New York: Harper.
Kardes, Frank R. (1988), "Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Involvement on Persuasion," Journal of Consumer Research, 15(September), 225-233.
Kloss, Ingomar (2001), Advertising Worldwide, New York: Springer.
Koooij, Jan G. (1971), Ambiguity in Natural Language, London: North-Holland Publishing Co.
Leech, G.N.& Thomas, J.A. (1990), "Language, meaning and context", An Encyclopaedia of Language, London: Routledge.
Leech, Geoffirey & Svartvik, Jan. (1979), Studies in English Linguistics, London: Longman Group Ltd.
Leigh, James H. (1994), "The Use of Figures of Speech in Print Ad headlines," Journal of Advertising, 23 (June), 17-34.
Lyons, J. (1981), Language and Linguistics, Cambridge: Cambridge University Press.
McQuarrie, Edward F. & Mick, D. Glen (1992), " On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric," Journal of Consumer Research, 19 (September), 180-197.
Newmark, Peter (2001), A Textbook of Translation, Shanghai: Shanghai Foreign Language Education Press.
Nilsen, P.L.F. & Molsem, A.P. (1987), Language Play-An Introduction to Linguistics, Rowley: Newbury House Pubs.
Palmer, F.R. (1976), Semantics, Cambridge: Cambridge University Press.
Rader, Melvin & Jessup, Bertra (1976), Art and Human Values, New Jersey: Prentice-Hall, Inc..
Pettijohn, Terry E. (1992), Psychology: A Concise Introduction, The Dushkin Publishing Group, Inc..
Redfern, Walter (1982), "Guano of the Mind: Puns in Advertising," Language and Communication, 2(3), 269-276.
Rossiter, John & Larry, Percy (1987), Advertising and Promotion Management, New York: McGraw-Hill.
Saeed, John I. (2000), Semantics, Beijing: Foreign Language Teaching and Research Press.
Start, David A. (1997), Understanding the Consumer, London: Macmillan Press Ltd.
Sutherland, Max & Sylvester, Alice K. (2000), Advertising and the Mind of the Consumer, London: Kogan Page Ltd.
Tanaka, Keiko (1995), Advertising Language, New York: Routledge.
Vestergaard, Torben & Schrqder, Kim (1985), The Language of Advertising, Oxford Blackwell Publisher Ltd.
黄国文 (1997)“广告语篇中的会话含义分析”，《外国语》第二期
黄国文 (1998)《语篇分析概要》湖南教育出版社
黄国文 (2001)《语篇分析的理论与实践—广告语篇研究》上海外语教育出版社
李国南 (1993)“亦谈双关与歧义”，《四川外语学院学报》第一期
邱述得 (1998)《英语歧义》商务出版社
沈家煊 (1985)“英语中的歧义类型”，《现代外语》第一期
石安石 (1988)“模糊语义及其模糊度”，《中国语文》第一期
石安石 (1994)《语义研究》语文出版社
谭卫国 (1994)《实用新闻广告英语》湖南出版社
翁文希 (1982)《国外广告400例》广西人民出版社
王得杏 (1998)《英语话语分析于跨文化交际》外语教学与研究出版社
汪涛 (2001)《广告英语》 安徽科学技术出版社
文炼，允贻 (1988)《歧义问题》黑龙江人民出版社
吴铁平 (1999)《模糊语言学》上海外语教育出版社
吴万森，姚清如 (1986)，《普通心理学》黑龙江教育出版社
俞东明 (1997)“语法歧义和语用模糊对比研究”《外国语》第六期
张乔 (1997)《模糊语言论集》大连出版社
张维鼎 (1996)“歧义的心理认知研究”《山东外语教学》第二期
周晓 (1997)《现代英语广告》上海外语教育出版社
Aitehison, Jim (1999), Cutting Edge Advertising, Singapore: Prentice Hall.
Austin, J. L. (1962), How to Do Things with Words, Oxford: Oxford University Press.
Berlyne, D. E. (1971), Aesthetics and Psychobiology, New York: Appleton-Century-Crofits.
Brierley, Sean (2002), The Advertising Handbook, London: Routledge.
Brown, Gillian & Yule, George (2000), Discourse Analysis, Beijing: Foreign Language Teaching and Research Press.
Channel, Joanna (2000), Vague Language, Shanghai: Shanghai Foreign Language Education Press.
Crystal, D. (1985), A Dictionary of Linguistics and Phonetics, Oxford: Basil Blackwell Ltd.
Eco, Umberto (1976), A Theory of Semiotics, Bloomington: Indiana University Press.
Empson, William (1974), Seven Types of Ambiguity, Harmondsworth: Penguin.
Grice, H.P. (1975), "Logic and Conversation", "Speech Acts", Syntax and Semantics, New York: Academic Press.
Grinnell, J. D. (1987), National Register of Advertising Headlines &Slogans, New York: Asher-Gallant.
Gug, Cook (2001), The Discourse of Advertising, London: Routledge.
Hickey, Leo (2000), The Pragmaties of Translation, Shanghai: Shanghai Foreign Language Education Press.
Holbrook, Morris B. (1980), "Some Preliminary Notes on Research in Consumer Esthetics", Advances in Consumer Research, Vol. 7, 104-107.
Hopkins, Claud C. (1927), My Life in Advertising, New York: Harper.
Kardes, Frank R. (1988), "Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Involvement on Persuasion," Journal of Consumer Research, 15(September), 225-233.
Kloss, Ingomar (2001), Advertising Worldwide, New York: Springer.
Koooij, Jan G. (1971), Ambiguity in Natural Language, London: North-Holland Publishing Co.
Leech, G.N.& Thomas, J.A. (1990), "Language, meaning and context", An Encyclopaedia of Language, London: Routledge.
Leech, Geoffirey & Svartvik, Jan. (1979), Studies in English Linguistics, London: Longman Group Ltd.
Leigh, James H. (1994), "The Use of Figures of Speech in Print Ad headlines," Journal of Advertising, 23 (June), 17-34.
Lyons, J. (1981), Language and Linguistics, Cambridge: Cambridge University Press.
McQuarrie, Edward F. & Mick, D. Glen (1992), " On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric," Journal of Consumer Research, 19 (September), 180-197.
Newmark, Peter (2001), A Textbook of Translation, Shanghai: Shanghai Foreign Language Education Press.
Nilsen, P.L.F. & Molsem, A.P. (1987), Language Play-An Introduction to Linguistics, Rowley: Newbury House Pubs.
Palmer, F.R. (1976), Semantics, Cambridge: Cambridge University Press.
Rader, Melvin & Jessup, Bertra (1976), Art and Human Values, New Jersey: Prentice-Hall, Inc..
Pettijohn, Terry E. (1992), Psychology: A Concise Introduction, The Dushkin Publishing Group, Inc..
Redfern, Walter (1982), "Guano of the Mind: Puns in Advertising," Language and Communication, 2(3), 269-276.
Rossiter, John & Larry, Percy (1987), Advertising and Promotion Management, New York: McGraw-Hill.
Saeed, John I. (2000), Semantics, Beijing: Foreign Language Teaching and Research Press.
Start, David A. (1997), Understanding the Consumer, London: Macmillan Press Ltd.
Sutherland, Max & Sylvester, Alice K. (2000), Advertising and the Mind of the Consumer, London: Kogan Page Ltd.
Tanaka, Keiko (1995), Advertising Language, New York: Routledge.
Vestergaard, Torben & Schrqder, Kim (1985), The Language of Advertising, Oxford Blackwell Publisher Ltd.
黄国文 (1997)“广告语篇中的会话含义分析”，《外国语》第二期
黄国文 (1998)《语篇分析概要》湖南教育出版社
黄国文 (2001)《语篇分析的理论与实践—广告语篇研究》上海外语教育出版社
李国南 (1993)“亦谈双关与歧义”，《四川外语学院学报》第一期
邱述得 (1998)《英语歧义》商务出版社
沈家煊 (1985)“英语中的歧义类型”，《现代外语》第一期
石安石 (1988)“模糊语义及其模糊度”，《中国语文》第一期
石安石 (1994)《语义研究》语文出版社
谭卫国 (1994)《实用新闻广告英语》湖南出版社
翁文希 (1982)《国外广告400例》广西人民出版社
王得杏 (1998)《英语话语分析于跨文化交际》外语教学与研究出版社
汪涛 (2001)《广告英语》 安徽科学技术出版社
文炼，允贻 (1988)《歧义问题》黑龙江人民出版社
吴铁平 (1999)《模糊语言学》上海外语教育出版社
吴万森，姚清如 (1986)，《普通心理学》黑龙江教育出版社
俞东明 (1997)“语法歧义和语用模糊对比研究”《外国语》第六期
张乔 (1997)《模糊语言论集》大连出版社
张维鼎 (1996)“歧义的心理认知研究”《山东外语教学》第二期
周晓 (1997)《现代英语广告》上海外语教育出版社