摘要 

随着经济全球化日益加深，跨国贸易越来越普遍，广告的质量直接影响一个商品的销售成果，同样的，对一则广告的翻译影响着一个品牌在另一个国家的形象以及跨国贸易的成果。作为语言的基本属性之一,模糊性在人们日常交际中广泛存在，国内外学者对模糊语的研究十分广泛。广告中也大量使用模糊语，巧妙地使用模糊语能给顾客一定的心理暗示从而刺激顾客的购买欲。

本文从词汇角度、语义角度和句子结构角度分析了模糊语在广告英语中应用，而广告作为一种功能性语言，目的性很强，译文读者也就是顾客处于十分重要的地位，因此本文选择以读者为中心的目的论为理论指导，根据实例分析广告英语中模糊语的翻译策略，希望能够为相关行业译者提供参考。

关键词：广告，模糊语，翻译策略，目的论

Contents

Acknowledgements  i

Abstract ii

摘要 iii

Chapter 1 Introduction 1

1.1 Research Background 1

1.2 Significance of the Study 2

1.3 Structure of the Thesis 2

Chapter 2 Literature Review 3

2.1 An Overview of Advertising English 3

2.1.1 Definition 3

2.1.2 Function 3

2.2 An Overview of Fuzzy Language 3

2.2.1 Definition 3

2.2.2 Features 4

2.2.3 Functions 4

2.3 An Overview of Translation 5

2.3.1 Definition 5

2.3.2 Influential Principle for Translation 6

2.4 Research Status at Home and Abroad 6

2.4.1 Domestic Research Situation 6

2.4.2 Foreign Research 7

Chapter 3 Theoretical Basis of Translation of Advertising English 8

3.1 Skopos Theory 8

3.2 Guiding Significance of Skopos Theory 9

Chapter 4 Applications and Classification of Fuzzy Language in Advertising English 10

4.1 From the Perspective of Vocabulary 10

4.1.1 Adjective 10

4.1.2 Verb 10

4.1.3 Numeral 11

4.2 From the Perspective of Semantics 11

4.2.1 Antonym 11

4.2.2 Pun 11

4.2.3 Homonym 12

4.2.4 Simile and Metaphor 12

4.3 From the Perspective of Sentence Structure 12

Chapter 5 Translation Strategies of Fuzzy Language in Advertising English 14

5.1 Literal Translation 14

5.2 Free Translation 14

5.3 Corresponding Translation 15

5.4 Creative Translation 15

Chapter 6 Conclusion 16

6.1 Major Findings 16

6.2 Limitations of This Study 16

6.3 Recommendations for Future Research 16

References 17