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ents, are notincluded. Methodology is also necessary to point out in the thesis. Generally speaking,qualitative and descriptive methodologies are used in this study.

Chapter Two Literature Review

2.1 Advertising language
The word "advertise" originated from the Latin word "adverture". It meanscatching the attention of the mass to the product or the service and further enticingthem to some directions.With the development of the society and the economy, advertisements came outgradually. In the 17^^ century, advertising appeared abundantly after the newspaperswere put into circulation. During the early times, advertisements appeared in thenewspapers in a small amount. At that time, the advertising languages were usuallydirect and informative. Later, the Industrial Revolution improved the production ofany goods. The consumption needed to be stimulated by the advertising.

2.1,1 The background information of advertising language
Different scholars have different definitions about advertising. However, a widelyquoted and authoritative one was put forward by American Marketing Association in1948:"Advertising is the non-personal communication of information usually paid forand usually persuasive in nature about products, services, or ideas by identifiedsponsors through the various media." Speaking of the studies on advertising language abroad, people can not ignore theresearch Geoffrey N. Leech carried out. He published the book English in Advertising:A Linguistic Study of Advertising in Great Britain in 1966. Leech analyzed thecharacteristics of advertising language in his book. He found that 3% of all words areoccurrences of the second person pronoun, 1/5 of all independent clauses areimperative and the passive voice is very rare in his consumer advertising samples. Hisbook is considered to be classic but not comprehensive. Guy Cook's study is also vital.He studied advertising languages from many perspectives, such as semiotic, stylisticand linguistic.

Chapter Three Semantic functions of hedges.......... 28-33
    3.1 Semantic features of advertising language abide.......... 28-29
    3.2 Approximators ..........29-30
        3.2.1 Rounders ..........29-30
        3.2.2 Adaptors.......... 30
    3.3 Shields..........-31
        3.3.1 Plausibility shields.......... 30-31
        3.3.2 Attribution shields.......... 31
    3.4 Frequency words ..........31-33
Chapter Four Pragmatic functions of hedges.......... 33-41
    4.1 Cooperative Principle.......... 33-37
        4.1.1 Maxim of quality ..........34-35
        4.1.2 Maxim of quantity.......... 35-36
        4.1.3 Maxim of relevance.......... 36
        4.1.4 Maxim of manner ..........36-37
    4.2 Politeness principle ..........37-38
    4.3 Pragmatic functions ..........38-41
        4.3.1 Saving face and achieving politen本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。