模糊限制语概念及在英语广告中的应用_模糊语_Hedges__Hedgings_in_English_advertisements.pptVIP

On Hedging in Advertising English 广告英语中模糊限制语研究 April 2011 刘玉峰. 广告英语中模糊限制语研究 On Hedging in Advertising English. (Unpublished essay, Hebei Normal University, 2007.) Content Ⅰ. Introduction 1. Classification of Hedge 2. Pragmatic Functions of Hedge Ⅱ. The Application of Hedges in English Advertisements Ⅲ. Conclusion Ⅳ. Implication Ⅴ. Limitation Definition G. Lakoff in 1972 : “a word or phrase whose job is to make things fuzzier or less fuzzy” Examples: a. John’s feet were blue. b. John’s feet were sort of blue. c. I think John’s feet were blue. More examples: 1. I’m kind of glad that I didn’t win. 2. We stayed there for almost a week. 3. I think she has the ability to fulfill the task on time. 4. It is said that the sport meeting will be held some day next month. Classification (by Prince et al) Hedge(模糊限制语) Approximator Shield （变动型模糊限制语） （缓和型模糊变动语） adaptor rounder plausibility attribution （程度变动型）（范围变动型） （直接缓和型） （间接缓和型） Approximators Approximators are used to make some adaptation of the propositional meaning to some extent so as to make the interpretation closer to the fact or used to give a range or limit the meaning to a certain scope. Approximators affect truth conditions of proposition, including expressions such as kind of, a little bit, about, and so on. Adaptor ( e. g. kind of, sort of …) Approximator Rounder ( e. g. about, around…) Approximators－adaptor ? Adaptors refer to those that can modify the degree of an utterance; ? Adaptors can reveal the truth degree of utterance. (i.e. ?kind of, sort of, a little bit, some, somewhat, almost, to some extent, more or less, quite, really, entirely,?etc.)