Abstract：
As a way of transmitting information, advertising's role cannot be underestimated because in some sense it can influence the development of society and economy. Based on the development of economy and globalization, thorough and theoretical studies on the language of advertising have become an urgent need. With the development of fuzzy linguistics, fuzziness is found to be widely applied in advertising language. Advertisers choose fuzzy language for their own purpose and motivation in order to give consumers strong suggestion and achieve persuasiveness. After a brief introduction to advertising and fuzziness, the thesis is focused on the linguistic realizations of fuzziness in English advertisements from the following two perspectives: the semantic realization and rhetorical devices. The third part of this thesis is about both the positive and negative function of fuzziness in advertising English. Then the thesis concludes with a brief summary of the article and points out the limitations of the study.

Key words：English advertisements; fuzziness; semantic and rhetorical analysis; function

摘  要：
作为传输信息的一种工具，广告能够一定程度上影响社会和经济的发展，因此其作用不可低估。基于经济全球化，对广告语言的深入研究成为迫切需要。随着现代模糊思想的提出和模糊语言学的发展，语言的模糊性逐渐为人们所重视。语言的这种模糊性在广告中的应用已逐步呈现出来。广告商们会为了达到广告的目的和他们自己的动机而选择模糊语言，这些模糊语言给消费者以强烈的心理暗示并且说服他们。论文在简短地对广告和模糊语进行介绍之后，主要对以下两种模糊实现形式进行分析：语义模糊和修辞格。论文的第三部分介绍了英语模糊广告的积极和消极作用。最后结论部分中，论文对主要概念和内容做出了总结，提出了全文的局限性。

关键词：广告英语；模糊性；语义和修辞分析；作用

1 Introduction
Advertising has consistently played a very important role in today’s business world.       Nowadays, advertising is widely spread all over the world. When planning to buy something needed, the first thing the customer encounters must be advertisements. Advertising greatly influences the purchasing trend among consumers and the target audience. Believe it or not, human beings are now living in a world of advertisements.
With the appearance of Zadeh’s “Fuzzy sets” theory in 1965, people in ever increasing numbers carry out their research on the basis of fuzziness and there has emerged a “fuzziness rush” in different scopes (Zadeh, 2005:7). A lot of foreign linguists turn to study fuzziness and fuzzy linguistics. Chinese linguists started their study on fuzziness from the late of 1970s. Mr. Wu Teiping’s “On fuzziness” published in 1979 played the role of eye-opener for Chinese linguists.