Abstract

With the rapid development of the economic globalization, English advertisements are becoming more and more important in promoting the sales of the products and prospering economy. So people pay more attention to the use of advertising language which is an important carrier of information. And the new cultural trends and fashions are first transmitted to the public through advertisements. In order to make the products competitive in the world market, the advertisements must be improved. Among a large number of components of advertisements, advertising language has a direct effect on the quality of the advertisements. Fuzzy language can enhance the artistic appeal and expressive effect of the language. So applying fuzzy language in English advertisements must have its function.
Based on the analysis of former studies, this paper tries to discuss the pragmatic functions of fuzzy language in English advertisements. This paper consists of four parts. Part One is a brief introduction to fuzzy English. Part Two is a brief introduction to pragmatics functions. Part Three introduces the functions and features of English advertisements. Part Four discusses the main functions of fuzzy language in English advertisements. Through the analyses, this paper finds fuzzy language can help create aesthetic appeal of English advertisements and enhance the politeness and decency of the conveyed information. Moreover, the results of this paper may give some inspiration and reference to advertisers and help consumers understand English advertisements better.

Key words: pragmatic functions; fuzzy language; English advertisements

摘  要

随着经济全球化的发展，英语广告在提升产品销量和发展经济中发挥着越来越重要的作用。因此人们越来越重视广告语言这个重要信息载体的使用。同时通过广告，许多文化与时尚趋势第一次进入大众的视野。为了使产品在国际市场上更具竞争力，必须提高其英文广告的质量，同时广告语言的好坏直接影响到广告的效果。而模糊语可以增加语言的艺术感染力和表达效果。所以在广告中运用模糊语言必定有它的作用。
本文基于之前的研究分析，尝试对英文广告中模糊语言的语用功能进行概括总结。本文共分为四个部分：第一部分简单介绍模糊语言；第二部分简要地介绍语用功能；第三部介绍英文广告的主要功能和特色；第四部分对模糊语言在广告中的各种功能进行详细探讨。通过分析, 本文指出模糊语言可以增加英语广告的美感，并增强所传达信息的礼貌性与得体性。因此，本文中得出的结论不仅可以给广告商提供一些启发与参考,而且还可以帮助消费者更好地解读英文广告。

关键词：语用功能；模糊语言；英语广告