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1、A Linguistic Study of Extreme Word in Slogans in English teachingAbstract: The present thesis studies the use of extreme words in English slogans in English teaching. Altogether 152 slogans are collected containing extreme words. It is noticed that superlative forms are the most favourite extreme wo
2、rds in the advertising slogans.The pragmatic effects of these words are analyzed from the perspective of the Cooperative Principle Theory. It is found that almost slogans with these extreme words definitely violates quality maxim. Basing on the flouting of quality maxim in the slogans, the rest of m
3、axims violate more frequently to achieve various outcomes. Keywords: extreme word, advertising slogan,cooperative principle, pragmatic effect摘 要:本文研究了极端词语在英语教学中的使用及其效果。共搜集了 152 条相关语例。我们发现形容词最高级在英语广告标语中最受欢迎。大多数的极端词语一旦出现在广告标语就违反了合作原则中的质原则，在违反质原则的基础上又出现了量准则及关联原则的违反，在课堂上对标语的使用给学生带来丰富的语用效果。关键词：极端词语；广告标语；
4、英语教学；合作原则；语用效果1A Linguistic Study of Extreme Word in Slogans in English teaching1. Introduction1.1 The issueThere have been amounts of linguistic research on advertising language, including both advertising texts (e.g., 程晓丽 2008) and advertising slogans (e.g., 裴燕萍 2007). 程晓丽 (2008) reveals how inter
5、personal meaning is realized in English advertising discourse from four aspects (person, mood, modality and evaluation) while 裴燕萍(2007) illustrates in what occasion puns should be used in advertising slogans. Most of these studies aim to describe the linguistic features of and linguistic devices use
6、d in advertising, as well as the pragmatic effect they help to achieve. Another group of research attempts to solve problems in translation from English advertising slogans to Chinese or vice versa. For instance, 蒋磊(2002) argues that a pragmatic equivalence and failure in advertising translation are
7、 due to influences of cultural differences between Chinese and English. Although many insights have obtained about linguistic devices in the advertising language, relatively few have focused on particular ones. 曾美菜（2008）is one of the few attempts, which addresses the use of person deixis in Chinese
8、and English advertising slogans. This thesis aims to discuss the use of another linguistic device, namely, the extreme words, in English advertising slogans. We will look into this issue from both the semantic and pragmatic perspective.1.2 Advertising SloganWith spreading swiftly in recent years, ad
9、vertising slogans can be found on wrappings, bottles, buses, television, inter net and in any place imaginable. The impact of advertising slogans is regarded as “a form of emotional blackmail” and “an exploitation of human inadequacies” (钱瑗:2006: 220)2There are abundant descriptions to define advert
10、ising slogans.In Collins COBUILD Advanced Dictionary of American English (2007), advertising slogans are “short phrases which are used frequently in advertisement to attract public attention“. This definition highlights advertisement and slogans function as the most effective means of drawing attent
11、ion to one or more aspects of a product“(Wikipedia). To emphasize a phrase that the company wishes to be remembered by can surely be its purpose, particularly for marketing a specific corporate image or connection to a product or consumer base(Wikipedia). Another definition provided by The American
12、Heritage Dictionary of the English Language is that “the appearance of slogans exerts subtle influence on our daily lives as a phrase used repeatedly, as in advertising or promotion”. In Margaret Sanger words, “all the slogans and shibboleths coined out of the ideals of the peoples for the uses of i
13、mperialism“. Inevitably, the implicit meaning of slogans, decided by advertisers as “hidden persuaders” (Qian:2006: 220), “is to buy the advertised product or to behave in the way as suggested by the admen is tantamount to an acquisition of a status symbol, an access to a prestigious social circle,
14、a relief from hidden anxieties, or the realization of ones ideal life style.”(Qian: 2006:219)English advertising slogans, as “loaded language”, have “persuasive power”. To be popular in advertising, slogans should have “memory value” which impress people and have certain characteristics. “Attention
15、value” and “readability” are realized through lexical and grammatical devices. (Qin 1992:200)Popular slogans are “marked by a wealth of adjective vocabulary”. (Xu:2004:122) In terms of lexical features, a large number of adjectives are being used to beautify advertising slogans. When we analyze coll
16、ected data of slogans, it is easy to see that most of adjectives are belong to “evaluative adjectives”, such as marvelous, wonderful, excellent, ever-lasting, particular refreshing, etc. Yet this kind of adjectives usually turns into superlative form in slogans, because comparing ones product with others can highlight particular features which are distinguished from others. Hence, adjectives of comparative forms are also frequently applied in 3advertising.(e.g.Taste riche
