현대중국어 광고카피의 중의성 고찰

Abstract

Aambiguity is a phenomenon in which a single linguistic expression has more than one meaning. Since ambiguity is a concept opposite to clarity in natural language, ambiguity must be excluded in order to convey clear meaning. However, in the case of advertising copy, intentional ambiguity is used. This paper is a thesis on ambiguity focusing on modern Chinese advertising copy. As a result of a search on the 百度(baidu) search engine, 1,184 advertisement copies were found by industry, and 110 legendary advertisement copies loved by Chinese people for decades were added, and a total of 1,294 advertisements were selected as the scope. For the study of the ambiguity of Chinese advertisements, referring to the ambivalence types of scholars, the ambivalence types suitable for Chinese were identified as ①lexical ambiguity ②structural ambiguity ③scope ambiguity ④rhetorical ambiguity ⑤ambivalence due to lack of intersubjectivity ⑥aspect ambiguity, ambiguity was investigated by type. As a result, the order of the types in which ambiguity is used the most is rhetorical ambiguity>sentence ambiguity>lexical ambiguity. As a means of strategic communication, ambivalence is often used in poetry and advertising copy. It is hoped that this thesis will serve as a good resource for understanding Chinese people’s humor codes, expression preferences, and Chinese culture.