A Study of Vague language in Chinese and English Medical Advertisements 英汉医药广告中的模糊语对比研究开题报告

1. 研究目的与意义（文献综述包含参考文献）

1. introduction1.1 research background fuzzy linguistics was first studied by some philosophical linguists, such as peirce. he noticed that some words in the language did not have an exact distinction.therefore, the lack of clear boundaries becomes the origin of fuzzy research. from the very beginning of the study of ambiguity, linguists noted that in languages "the application of certain nouns is not strictly specified; the language system allows the speaker to speak certain words without deciding whether certain facts are excluded or allowed'"(as cited by peirce in channel's fuzzy linguistics 2000: 7). for example, there is no clear line between "cold" and "cool". it is not possible to determine the temperature demarcation points between any pair, and it is unreasonable and unnecessary to do so, because people do not need to specify the temperature when using these words. as vague language is getting more and more attention, scholars have tried to give vague words a comprehensive and accurate definition. pierce is often considered to be the first author of fuzzy language. according to pierce , "when there are several possible states in which things appear, despite the speaker's careful consideration of these states, it is still not certain whether these states should be excluded from a proposition or belong to the proposition, at which point the proposition is vague." 1.2 research purposewith the rapidly increasing development of globalization, the pharmaceutical market is growing at a rapid speed as well across the world. however, sometimes because of fuzziness, consumers may not be able to totally understand fuzziness languages in english or chinese in medicine ads when buying what their symptoms need. so the authors research purpose of this essay is to help relieve this problem for consumers by comparing and contrasting fuzziness in english and chinese ads.1.3 significance of the researchthis research can help relieve consumers problem whose obscurity may impede peoples misunderstanding upon fuzzy languages in english and chinese ads. and academically, it contributes to the growth of linguistics in the field of ads. lastly, it could forge the development of the two cultures and promote the spread of scientific ideas in medicine.2. literature review 2.1 overviewfuzzy language research is a new field of language research developed on the basis of fuzzy sets of american scholar lofti zadeh. since the 1990s, fuzzy linguistics, as the main subject of fuzzy language research, has attracted wide attention in the linguistic circles. the famous linguist j. tomas believes that language ambiguity refers to the phenomenon of the speaker using uncertain, fuzzy, or indirect words in a particular context or expressing several kinds of extra-words to the listener at the same time. 2.2 previous research at home and abroadliu he says in his essay (2013) that there are three theories upon fuzziness abroad. the first theory is russells fuzziness. russell was a famous british philosopher, mathematician and logician in the 20th century, and russell co-founded the philosophy of analysis with frege, wittgenstein and whitehead. russell enjoys a high reputation in modern western philosophy. in his work in on fuzziness he expounded his own views on the question of ambiguity, especially on the root and substance of fuzziness. in his opinion, fuzziness belongs to the category of epistemology, not to the object of study of ontology. the characteristics of objective things are not determined by the amount of knowledge, but by objective existence. according to russell, "fuzziness, like precision, is a feature of expression, and they relate only to the relationship between the means of expression and the content of the expression". fuzziness is the characteristic of language, if because of the fuzziness of language, it is considered that objective things are also fuzzy, then it is wrong. the root cause of language ambiguity is the ambiguity of cognition caused by the function of the subject to the object. all languages are vague, russell says. all words are more or less vague. russell's fuzzy view is influenced by the analogy between language and pictures, as well as the analogy between language and logic and mathematics, and it is considered that language is only a method of expression, so that language is blurred just as the blur of photographs. the second theory is wittgenstein 's family similarity and language game theory. early in the 1950s, wittgenstein came up with the theory of "family similarity". in "philosophical research", wittgenstein makes a clear explanation of "family similarity". call the relationship between language games "family similarity". the last one is modern category theory, represented by rosch. category is a commonly used word in cognitive linguistics. things in the same category often have similar characteristics, and categories are the classes that people call them. this is the result of human understanding and summary of the objective world. categorization is the product of the interaction between subjectivity and objectivity in the process of cognition. when it comes to categories, borders and boundaries must be mentioned, and the traditional scope theory holds that the boundaries of categories are clear, that members within all categories have the same characteristics, and that the conditions are considered sufficiently necessary, and that the equality of membership in the scope is considered equal. while in china, jiang ping says in journal of foreign languages ( 2013 ) that wu shixiong and others classified the study of fuzzy language in china in the 20s into three main categories, the translation of foreign fuzzy linguistics research results, the theoretical study of fuzzy linguistics and the applied study of fuzzy linguistics, and they believed that wu tiepings essaysin journal of foreign languages are the first to introduce the study of fuzzy linguistics in china, that is"fuzzy language first exploration" and "fuzzy language re-exploration" .referencesfederica, ferrari (2008). a review of vague language explored. language awareness.4, 352-355.gee., mc, peter (2018). vague language as a means of avoiding controversy. tlc journal.2,43-58.he xin (2008). application and pragmatic functions of vague language. journal of anshun college. 1,49-51.khanfar., mail, m. (2005). a study of direct-to-consumer television advertising for prescription medications and consumer acceptance, perception, and behavior ( phd. dissertation). university of louisiana : monroe.sud, rohan (2019). moral vagueness as semantic vagueness. ethics,4, 684-705.yang fan (2013). on the research of advertisements from the perspective of pragmatic vagueness. journal of mudanjiang college of education,5,28-29.wu liying (2016). pragmatic analysis on semantic fuzziness in chinese and english. journal of mudanjiang college of education,6,24-26,124.wang li, zhang fen (2007). application of vague language on english ads and business english. journal of mianyang normal university.3, 146-148.蒋平（2013），国内模糊语言研究：现状与目标，《外国语》，（5）。

刘贺（2013），模糊语言学在国外的发展状况研究，《经济师》，（2）。

马建德（2011）,《医药英语》 。

2. 研究的基本内容、问题解决措施及方案

1.Research TopicFunctions of vague langue are extremely important in English and Chinese medical advertisement. In this thesis, the author mainly talk about the comparation and contrast of vague pragmatics especially in medical advertising.2.Research MethodsIn this thesis, the authors major research method is document research. It is of great importance for the author of the thesis to learn about the research topic in a comprehensive way, which involves definition of vague language from different perspectives of different scholars, functions of vague language and its specific functions and application in advertising and so on. research findings With the help of document research, paying attention to research topic can avoid detours and further ascertain main direction.