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通过对虚词性和实词性滑溜词分析后发现,滑溜词在广告语中的作用是暗示。它通过两种方式来达到暗示目的:一是虚词性的滑溜词让广告语呈现出一种局部明确,整体模糊的语义特征。二是实词性的滑溜词让广告语呈现出一种局部模糊,整体更模糊的语义特征。广告商在广告语中使用滑溜词,一方面可以增加顾客对产品的好感,另一方面,可以避免就产品的功效给顾客一个明确的承诺。
Through the analysis of the function words and the real part of the slippery words, it is found that the function of the slippery words in advertising slogans is implied. It achieves the cue purpose in two ways: one is the slippery word of the function of the part word, which makes the slogan show a semantic feature that is clear and partially localized. Second, the real part of the slippery words to advertising slogan showing a local fuzzy, the overall more ambiguous semantic features. Advertisers use slippery words in slogans to increase the customer’s feeling of goodness on the one hand and to avoid giving a definite promise to the customer about the efficacy of the product on the other hand.