摘要

在商品竞争日益激烈的今天，广告作为商品宣传的重要手段能够以最为经济快捷的方式最大限度地吸引消费者的注意，激发其购买欲，促进消费。模糊性是语言的自然属性之一，它具有含蓄、委婉的特点，往往比较简练, 信息量较大, 符合广告语言表达交流的要求，所以广告商们往往利用模糊语言来增加广告的魅力。作为一种单向交流的语言形式，广告并不是单纯地表达出产品信息即可，广告制作是语言不断选择与顺应广告受众的结果，其最终目的是促使广告受众对产品产生兴趣，激发购买。所以本文旨在取得对模糊语认识的基础上就其在广告中的运用形式和语用功能进行顺应性分析。通过分析成功运用模糊语言的英语广告实例来提高我们鉴赏和创造优秀广告的能力。

关键词：模糊语；顺应论；英语商业广告；语用功能

Abstract

As an important method for advertisers to attract more consumers in this competitive information age, advertisements invade every corner of our daily life and significantly affect our consumption concept and promote our consumption choices. Vagueness is the objective attribute of human language with the characters of circumbendibus, connotation, and conciseness but with much more implicit information which very conform to the demands of the advertisement language communication. Thus advertisers always use vagueness to enhance the advertisements’ charming. As a unidirectional communication, successful advertisements not only carry the information of the product, but also their creation is a process of constant language selection and as a result must adapt to advertising audiences’ some specific needs. The final purpose of adaptation is to attract customers’ attention and motivate their purchasing desires. This study shows some basic knowledge about vague language and the Adaptation Theory, then reveal how the selections of specific vagueness help add advertisements’ charming. At last the writer wishes this paper can give some good suggestion on how to appreciate and create successful advertising language.

Key words: Vague language; Adaptation Theory; English commercial advertisements; pragmatic function