广告英语中的模糊现象分析(1)(5)
2014-12-01 01:15
导读：4.1.1 Fuzzy qualifiers American Linguist George Lakoff in the early 1970s first proposed fuzzy qualifiers, which refers to some indeterminate words. It qualifiers the exact degree of the utterance and
4.1.1 Fuzzy qualifiers
American Linguist George Lakoff in the early 1970s first proposed fuzzy qualifiers, which refers to some indeterminate words. It qualifiers the exact degree of the utterance and restricts the proposition in question to a certain scope; meanwhile, it also shows the speaker’s direct and subjective estimation upon the subject or indirect and objective attitudes by the third party. [10] Such fuzzy qualifiers are found in advertisements here and there. Examples of this kind are: a little, almost, some, really, more or less, to some extent, about, loosely speaking, roughly, I suppose, I think, it is said that, as is well known, etc. For example:
(1) The new Nokia 8850, a very personal pleasure.
(2) Chique only some women have it. (Chique化妆品)
(3) Little wonder they don’t build cars like they used to, Building a pen is difficult enough. (Pike)
(4) Extra taste, not extra calories. (食品)
In example 1,the degree adverbial very is almost impossible to measure the exact degree of personal pleasure. We can’t draw the conclusion from the surface meaning. Example 2 the word some means the cosmetic is the patent of the cream of the women, which caters to the psychology of those fashionable women who uphold novelty. However, some refers to how many people participate in purchase, which depends on people’s different understanding. And in example 3 two words little and enough represent the fine crafts and unusual thinking which the manufacturer spent on producing pens, leaving the readers some room for imagination. Example 4,double use of the word extra, the delicious food with modest calories can’t spoil your figure. The information conveyed through fuzzy language accords with the consumption concept of modern people.
4.1.2 Numerical fuzzy quantifiers
As we know, there are a number of ways being fuzzy about quantities in English. In particular, speakers have the option of either adding something to a precise number or numbers, or using a round number, or using a fuzzy quantifier. Whatever ways the speakers use, it all expresses an uncertain and indeterminate notion. When a number doesn’t refer to a real number, then it is just an imaginary number. This is one phenomena of semantic fuzziness in number. If numbers are used to refer to fuzzy meaning, then it will lose its numerical meaning, but represent imagery meaning. [11] Examples are presented as following:
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(1) In Taipei…1 1 1 1 1=one.
(2) This Christmas surprises him with a dozen presents--- a year of GQ.
(3) This year is twenty, and next year is eighteen. This is the mystery of Belie. ( Belie化妆品)
Example 1 is the advertisement in Taipei World Trade Center. Why four 1 equals one, but not four? Originally the advertisement intends to entice the reader to read the body quickly and arouse their imagination. The equation 1 1 1 1 1=one realizes the shift from number to image, making the readers connect four 1 with the Center of Conference, the World Office, the Center of Exhibition, and Luxury Hotel in Taipei. In example 2, the phrase a dozen presents doesn’t refer to a real number, but an imagery number. And in example 3, the number indicates the function of the products makes people look younger.
