摘要随着现代社会的不断发展进步，广告作为一种重要的大众传媒方式也产生了日新月异的变化。化妆品广告更是以优美的语言在广告行业占据重要地位。本文以Verschueren的顺应论作为理论框架，以英文杂志中的化妆品广告为实例，研究和分析了化妆品广告中的语用模糊现象。本文旨在使消费者更加清晰的理解化妆品广告，并给化妆品广告的创作者恰当使用模糊语实现广告效果带来一定启发，制作出更高质量的化妆品广告。67679

毕业论文关键词  化妆品广告   语用模糊   顺应论

毕 业 论 文 外 文 摘 要

Title  Pragmatic Analysis of the Language of Cosmetic Advertisements

Abstract

With the rapid development of the society, advertisements, as an essential type of mass media, have enormously changed with time going by. Relying on the beautiful language of cosmetic advertisements, it occupies an important position in the field of advertisements. This paper mainly adopts Verschueren’s Linguistic Adaptation Theory to analyze pragmatic vagueness in cosmetic advertisements. The purpose of this thesis is to make consumers have a better understanding of cosmetic advertisements and promote advertising agencies to better use pragmatic vagueness to create high-quality cosmetic advertisements．

Keywords   Cosmetic Adervertisements   Linguistic Adaptation Theory   Pragmatic Vagueness

Table of Contents

1  Introduction 1

1.1  Research Background1

1.2  Research Significance..2

1.3  Research Questions..3

1.4  Research Methodology.. 3

2  Literature Review4

2.1  Relevant Studies on Pragmatic Vagueness.4

2.2  Relevant Studies on the Language of Advertising..5

3  Theoretical Framework.7

4  Analysis of Pragmatic Vagueness in Cosmetic Advertisements10

4.1  Variability of Pragmatic Vagueness in Cosmetic Advertisements10

4.2  Adaptability of Pragmatic Vagueness in Cosmetic Advertising14

4.3  Functions of Pragmatics Vagueness in Cosmetic Advertisements14

Conclusion17

Acknowledgments18

Bibliography19

1 Introduction

1.1 Research Background

Advertisement refers to a notice, such as a poster or a paid announcement in the print, broadcast, or electronic media, designed to attract public attention. Advertisement becomes an essential part of modern life. Different advertisements serve different purposes. Cosmetics advertisement is the promotion of cosmetics and beauty products by the cosmetics industry through a variety of media. The advertising campaigns usually use vague language to attract people’s attention. Therefore, how to distinguish the vague language used in the cosmetic advertisement and to pick up the most useful information is the primary concern of every potential customer.

As the means of economy, advertising has gradually become a major subject for the researches in such fields such as marketing, linguistic and sociology. The use of language in advertising has drawn a lot of attention among numerous studies. The past three or four decades witnessed a large number of research results in advertising language both at home and abroad. Geoffrey N. Leech (1996) has described the linguistic study of advertisements in Great Britain. After that, more and more linguists has begun to focus on the study of advertising language from the aspect of pragmatics and made great contributions．As in China, there are also a large number of linguists and scholars who have made great efforts to the study of advertising language, such as Qi Yunfang(2003) and Liu Fagong(2003)．In general, scholars both at home and abroad have explored advertising language from various aspects, such as lexicology, syntax, pragmatics, stylistics and so on.