摘要

模糊限制语是语言模糊性的表现形式之一，现今已被广泛地应用于英语广告之中。它在英语广告中通过词汇、句子和话语三种形式表现出来。本文以广告英语中的模糊限制语为例，试图以Verschueren(2000) 的顺应性理论为框架，采用定性研究的方法，分析英文广告中模糊限制语的三种表现形式及其语用移情功能。在英语广告中，模糊限制语的巧妙运用(保护,回避和礼貌策略）除了起到增加说服力的作用之外，还提升了广告语言的灵活性，表现力和得体性。英语商业广告中模糊限制语的使用造成了一定程度的不确定性，使广告商在承担与不承担责任之间留有选择的余地，更好的保护自身利益。本文以顺应论为指导，通过对英语广告中模糊限制语的语用移情分析，以期对在广告中正确使用模糊限制语有一定的实用价值。

关键词：英语广告；模糊限制语；语言顺应论；语用移情

Abstract

Hedge is a phenomenon of fuzziness in language. Favored by advertisers, hedge is realized linguistically through lexical, syntactic and discourse devices. Based on Verschueren’s adaptation theory, as well as qualitative research method, this thesis takes the hedges in English advertisements for example to show the three expression forms and pragmatic empathy function of hedges in English advertisement. In English advertising, the tactful utilization of hedges (protection, avoidance and politeness strategies) not only improves the persuasiveness, but also enhances the flexibility, expression and appropriateness of the advertising. It also causes a certain degree of uncertainty, so that advertisers can protect their own interests better because of the choice left between being responsible or not. Guided by the adaptation theory, this paper analyzes the pragmatic empathy function of hedges in English advertising, aiming to add some practical value to the proper use of hedges. 

Key words: English advertising; hedge; adaptation theory; pragmatic empathy