Analysis Of Pragmatic Vagueness In Training Institution Advertisements

There are various training institution advertisements in daily life. Peoplegenerally believed that the characteristic of good advertisement writing should besimplicity and accuracy, so vagueness should be avoided. In order to transfer moreeffective information, the advertisers of the training institutions use large pragmaticvagueness in training institution advertisements. Most previous studies onadvertisements are commercial advertisements and tend to be approached from thepsychological, semiotic and pragmatic perspective. In this thesis, a cognitive approachto training institution advertisement is adopted within the framework of relevancetheory.In this thesis, the author adopts the relationship between context and relevance,optimal relevance as theory foundation to explain the cognitive procedure of traininginstitution advertisement receivers in the process of understanding pragmaticvagueness. The author also analyzes the implementation approach and positivesignificance of pragmatic vagueness.Led by large pragmatic vagueness of training institution advertisements, theauthor sorts them by fuzzy continuum, taxonomic category, nomenclative evaluationand hedges in discourse to discuss how these training institution advertisementachieves optimal relevance by using pragmatic vagueness.After the research, the author finds that pragmatic vagueness exists in traininginstitution advertisements. The goal of using pragmatic vagueness in traininginstitution advertisements is to entice the receivers to take part in the training. Usingpragmatic vagueness in training institution advertisements makes training institutionadvertisements more appropriate and aesthetic.Academically, the thesis applies relevance theory to the analysis of pragmaticvagueness in training institution advertisements. Practically, this thesis analyzes thepositive significance of using pragmatic vagueness in training institution advertisements, and using pragmatic vagueness can help training institution advertisersproduce more successful training advertisement to attract more receivers to take part inthe training. It makes the training institution advertisers get more profits. Thus, itcertainly has econmic significance.