The Semantic Analysis of Ambiguity in Advertisements

DOI

10.2991/ssehr-16.2016.242How to use a DOI?

Keywords

ambiguity, advertisement, polysemy, homonymy, structural

Abstract

Advertising ,as a commercial instrument, plays an essential role in people's life, especially for the merchants and consumers. A good advertisement needs to be concise, creative, impressive, and persuasive. While, ambiguity, a ubiquitous phenomenon, can satisfy the need of advertising language. This thesis mainly analyzes the ambiguity in advertisements and aims to find out the functions of ambiguity in advertisements. The results show that ambiguity can make the advertisements concise, impressive, attractive, and persuasive.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tian Dong
AU  - Pingping Shao
PY  - 2016/07
DA  - 2016/07
TI  - The Semantic Analysis of Ambiguity in Advertisements
BT  - Proceedings of 2016 5th International Conference on Social Science, Education and Humanities Research
PB  - Atlantis Press
SP  - 1134
EP  - 1137
SN  - 2352-5398
UR  - https://doi.org/10.2991/ssehr-16.2016.242
DO  - 10.2991/ssehr-16.2016.242
ID  - Dong2016/07
ER  -