Abstract:

Advertising language, as a business language and a special way of communication, is increasingly important in today's society. Its purpose is to show advantages and features of the commercial products, and advertising language not only can bring enormous economic benefits, but also can guide customers’ choices and increase their purchasing desire. Therefore, the choice of advertising language is particularly important. Fuzzy rhetoric has been extensively used to be expressive in various persuasive devices. Proper use of fuzzy rhetoric can make advertising language simple, free, implicit, humorous and attractive. So it can greatly strengthen the expressive force so to achieve desired effect. This paper mainly introduces advertising, fuzzy rhetoric, and Cooperative Principle, then analyzes the fuzzy rhetoric of English and Chinese in advertising language. At last, the paper gets the conclusion that application of fuzzy rhetoric in advertising language of English and Chinese has positive functions.

Keywords: Fuzzy Rhetoric; Advertising Language; Pragmatic Analysis; Cooperative Principle

摘要：

广告语，作为一种商业语言，是一种特殊的交流方式，在当今社会中的地位日益凸显。其目的是展现产品的优点和特性。广告语不仅可以给商家带来巨大的经济利益，而且可以引导消费者的选择，增加他们的购买欲。因此，广告语言的选择尤为重要。在众多的劝说手段下，模糊修辞得到广泛的应用。模糊修辞的恰当使用，使广告语更加简洁、自由、含蓄、幽默、有吸引力。所以模糊修辞的应用更增加了语言的表达能力，以至于可以达到预期的效果。本论文主要介绍了广告、模糊修辞以及合作性原则，然后对英汉广告语的模糊修辞进行了语用分析。最后，本论文发现模糊修辞的使用对英汉广告语会起到积极作用。

关键词: 模糊修辞；广告语；语用分析；合作性原则

1 Introduction
    At present, as one of marketing strategies, advertisements play an important part in the development of companies, and also an important part in our daily life. When customers want to buy something in need, advertisements are the first thing that is noticed and seen by customers or potential customers. In addition, when seeing an advertisement at the first sight, customers may be attracted by it and purchase their products. Advertisements often play a vital role between advertisers and consumers or potential consumers. Therefore, it is obviously important to communicate effectively and efficiently by the use of advertisements.
    To make advertisements vivid and attractive, advertisers usually use the fuzzy rhetoric. Fuzzy rhetoric, as a very useful kind of rhetoric devices, is frequently used in advertisements. This paper aims to reveal and analyze the fuzzy rhetoric in advertisements from the pragmatic aspect.