Implication:An Analysis of the Function of Weasel Words in Advertisements
Liu G · Journal of Guangxi University for Nationalities · 2013
Based on the exploration of functional weasel words and substantive weasel words,it has been found that in advertisements,these two kinds of weasel words serve the function of implication in two ways:(1)The advertisements with functional weasel words are characterized by local clearness and global vagueness in the semantics;(2)The advertisements with substantive weasel words are characterized by local and global vagueness in the semantics.With the help of these weasel words,the advertisers,on the one hand,can make the consumers think positively about their products;On the other hand,they can avoid making absolute promises to their consumers.