Abstract

This thesis is a study on the use of ambiguity in advertising. From analyzing the definitions and classifications of advertising and ambiguity respectively, we more and more understand why advertisers usually rack their brains to use ambiguity in advertising. The paper focuses on the analysis of various existing forms of ambiguity in advertising including homophones, polysemes, ambiguity caused by transformation of parts of speech and ambiguity caused by differences between American English and British English. Furthermore, it studies the pragmatic value of ambiguity in advertising (interest, attractiveness and artistry of speech).

Key words: ambiguity, advertising, pragmatic value

CONTENTS

Abstract

摘要

I．Introduction-1

1.1-Research Background-1

1.2-Significance of the Study-1

1.3-Frame of the Study-2

II．Ambiguity and Advertising-2

2.1-Ambiguity-2

2.1.1-The Definition of Ambiguity-2

2.1.2-The Classification of Ambiguity-3

2.2 Advertising-5

2.2.1 The Definition of Advertising-5

2.2.2 The Classification of Advertising-5

III．Different Forms of Lexical Ambiguity in Advertisements-6

   3.1 Homophones-6

3.2 Polysemes-7

3.3 Ambiguity Caused by Transformation of Parts of Speech-7

3.4 Ambiguity Caused by Differences Between American English and British English-8

IV．Pragmatic Value of Ambiguity in Advertising-8

4.1 Interest-8

4.2 Attractiveness-9

4.3 Artistry of Speech-9

V．Conclusion-10

References-11