英文广告中委婉语的研究 A Tentative Study of Euphemism in English Advertising开题报告

1. 研究目的与意义（文献综述包含参考文献）

Literature review1. Previous studies on euphemism Through decades, people have ceaselessly enriched the study of euphemism. So far, the most outstanding of various papers is published by Hugh Rawson in 1981. A Dictionary of Euphemisms and Other Doubletalk embodies the research findings made by Britain and American linguists for all these years. Rawson didnt only reviews the overall research history of euphemism but also profoundly discussed about the features, definitions, categories, scope of the study and so on. That makes the book a classical work. Neaman and Silver made a comprehensive study of euphemism in theirKind Words, a treasures of euphemisms (1983) which have great reference values. Another important synthesis of previous study, Fair of Speech, the Uses of Euphemism, was published in 1985. It is a collection of papers on euphemism and almost covers and contains every aspect of euphemism.2. Problems in the previous studiesAlthough the study of euphemism has made some achievements, at present, many researchers and scholars are just repeating the same work again and again unconsciously. Therefore, it lacks variety and profundity.

2. 研究的基本内容、问题解决措施及方案

IntroductionThe word euphemism is derived from the Greek words, with the prefix eu- meaning good and the root -phemism ,meaning speech. Thus, Websters College Dictionary (1995) defines euphemism as the substitution of a mild, indirect, or vague expression for one thought to be offensive, harsh, or blunt.As a universal phenomenon, euphemism is also widely used in English advertising, it can makes consumers feel comfortable and interested and inspire consumers positive illusion. Therefore, euphemism in English advertising is praised highly by advertisers. If euphemism is appropriate used in advertising, the image of brand and commodity can be enhanced, at the same time, it can make advertisings more persuasive, acceptable and aesthetic.Basing on what the former scholar have done, the author lists out how euphemism applied to English advertising and sort them of four main categories. Besides, abundant and representative examples are given to elaborate how it works.MethodologyBefore and during the author working on this thesis, the author collected much relevant information by free data libraries, websites and powerful search engines. Meanwhile, the author went to the library and read books and others thesis. Most importantly, a fantastic mentors supervise is very helpful.