Intentional Ambiguity In English Advertisements

Intentional ambiguity, as an important device in advertising, has long been discussed and speculated on its character and impact. The present thesis uses various methods to investigate the use of intentional ambiguity in English advertisements. Theoretical approach, Co-operation Principle analysis, discourse analysis of advertisements, and two experiments are combined to yield insight into the operation, cause, effect, and experience of the use of intentional ambiguity in English advertisements. Specifically, from advertisers' angle, the trace of advertisers' intention shows the cause of using intentional ambiguity: AIDA, conveying covert information, winning new buyers without alienating previous buyers. From readers' angle, the experiments show the positive effects of using intentional ambiguity: Extra contextual effects, more favor to the advertisements, a more positive brand attitude, and better recall of headlines.Moreover, implication for future research on the use of intentional ambiguity in English advertisements is discussed. On the basis of the study and research work, the thesis summarizes that the use of intentional ambiguity is apowerful technique to meet the ends of advertisements.