【導(dǎo)讀】sbusiness. ofspeech,likeadjectives,numerals,verbs,etc..Finally,thispaper. inads.scholars.

　　

【正文】 Positive Functions There is no doubt that advertisers are always with the aim of promotion to design their slogans. So, for the most of the time, the advertising language can achieve a good effect to some degree. the ad concise The cost of an ad is charged according to wording, so advertisers try every possible means to shorten their advertising language to save costs. In order to achieve the purpose of propaganda and, meanwhile, save advertising expenses, advertisers will, purposely, employ vague language. Thus they can express an unlimited meaning to achieve the best effect with the most refined language in the lowest price. For example, 20 Coke adds life. (Cocacola) This is a very famous ad of Cocacola. Its most wonderful use is the selection of the word add. Here, add, a mon word which contains rich connotations, is semantically vague. Add bines Coke and life. It stirs up the imagination of the people for a better life. And it?s easy for consumers of any level to remember it after the first glance. There are many other similar ads in daily life, for instance, Think small. (Volkswagen Beetle Car), Just do it! (Nike). Achieving interpersonal function The most immportant sociological use of language is the interpersonal function, by which people establish and maintain their relationship with others in a society. If advertisers want to achieve their goal of publicity, they must show enough politeness and respect to their consumers. The use of vague language will help convey the information more appropriately without offending consumers especially when an ad reflects some unhealthy or bad phenomenon or when an ad deals with some people?s privacy. Generally speaking, advertisers like to use vague language in ads, because it can express politeness by using emotively neutral words when a precise expression may offend people?s emotion. Hedges, according to Lakoff, are words whose job is to make things fuzzier. The can tone down the message by lowering the force of the verb or predication. This lowering effect is in line with social conventions, 21 which demand that facts be somehow disguised. For example. Never has it been so important to read the label. (an ad for a medicine for breast cancer) A different kind of strength. (an ad for secret body cream for woman) Just slightly ahead of our time. (Panasonic) In the above examples, facts are hidden because they are either cruel(breast cancer), unpleasant(woman?s perspiration), or socially unaccepted(homophobia). Thus, the unfavorable understanding is obtained indirectly and is weakened by vague language (important, different, just slightly). It?s clear that hedges can be treated as polite forms that promote the mutual feelings of consumers and disguise some unpleasant facts in order not to make them feel embarrassed. Avoiding absolution and keeping authenticity When advertisers propagandize their products, on one hand, they highlight the advantages of their products, on the other hand, they must avoid pushing these advantages into absolution. Otherwise consumers will bee skeptical about the authenticity of the ads. As long as the effect of the products is not as good as the things advertised, the credibility of advertisers will be seriously damaged. Vague language in ads will give rise to some degree of uncertainty. Such usage leaves advertisers greater room to undertake their responsibility, and consumers, according to their own understanding, can determine whether to buy it or 22 not. Probably the best beer in the world. ( Carlsberg Beer) The world is full of good looking women. But some really stops you. They39。ve got a certain glow that seems to e from within. . . . Maybe she39。s born with it. Maybe it39。s Maybelline. (Maybelline) In the first example, the word probably refers to a kind of possibility. That is, Carlsberg Beer may be the best beer in the world, emphasizing the good quality of this beer, but, at the same time, it doesn39。t exclude the possibility of the existence of other better beer. This is more acceptable for the consumers. Likewise, the word maybe39。 in the second example express the idea that Maybelline can make women more beautiful, but it doesn39。t exaggerate its function. In fact, the employment of vague words is also to protect the advertisers themselves from unnecessary troubles. Those vague words can avoid absolution uttered by precise words, and at the same time, it helps relieve advertisers of some responsibilities of their ads and avoid criticism from the public. Negative function Vague language, if used inappropriately, not only the information of the goods cannot be conveyed accurately, but also customers will deny its products or services. But how does this negative effect e? There are 23 two reasons for it. The first one may be that the vague language used in ads is too fuzzy and of extremely strong induction. Thus, it leaves such a great space of imagination for customers that once their imagination is different from what they have expected, they will feel being cheated. And this result is totally beyond advertisers? expectation. For example, we are familiar with a Chinese ad “買一送一 ”(buy one item with another similar item presented free). Customers will often think that they can get another same one for free if they buy one. But, in fact, it?s the case that we may get a pair of socks for free if we buy a dress, or we may get a pair of shoepads if we buy a pair of shoes. The problem lies in that the former “一 ”(one) and the latter “一 ”(one) in ads is too vague to determine for customers. And the other reason is simply the advertisers? fake and exaggerating advertisement. Let39。s look at this example, You want the world39。s largest Combi fleet working for you. You can rely on KLM. This