Abstract:

The fuzziness of language is one of the essential attributes of human language. Fuzzy language is often characterized by a large amount of information, succinct expression and high expressive efficiency. The application of fuzzy language can make the language more tactful, subtle, persuasive and polite, bringing unexpected positive effect in many cases. In order to better achieve the purpose of advertising, to attract more consumers and build up good product image, advertisers often adopt fuzzy language. The fuzziness in English advertisements is often expressed through rhetoric fuzziness, semantic fuzziness and the fuzziness of sentence patterns. This article will analyze the fuzzy phenomena in English advertisements and its functions from the perspective of lexicology and pragmatics, etc.

Key words: functions of fuzziness; rhetoric fuzziness; semantic fuzziness; the fuzziness of sentence patterns

摘  要：

语言的模糊性是人类语言的本质属性之一。模糊语言具有信息量大、表达简洁且表意效率高等特点。采用模糊语言可以使语言表达更委婉、含蓄、有说服力、有礼貌，带来意想不到的积极效果。为了更好地实现广告目的，吸引更多消费者，树立产品形象，广告商常常采用具有模糊性的语言。英语广告中的模糊性表现为修辞模糊、词义模糊、句式模糊等。本文将从词汇学、语用学等角度，具体分析英语广告的模糊现象及其作用。
 
关键词：模糊作用； 修辞模糊； 词义模糊；句式模糊

1 Introduction
Traditionally, linguistics emphasized that language should be precise and clear, and it also argued that the accuracy of language is the basis of expression. In 1965, Professor L. A. Zahel, the control theorist of the United States, published his paper "fuzzy sets", which launched a new trend in academy. Since then the fuzzy language gradually became known to people. With the rapid development of world economy and globalization, advertising has played an increasingly important role in promoting sales and building images. The fuzzy language, with its unique characteristics, plays a positive role in English advertisements.
Based on the thorough analysis of a large number of English advertisements and the results of previous studies, this thesis will make a tentative analysis on the application of fuzzy language. The author of this thesis hopes to make people equipped with a better understanding of fuzzy language so as to prepare them for the production of more successful advertisements, then arousing consumers' interest, stimulating consumers' needs of consumption, and encouraging people to make purchase in products.