Abstract

Although for a long time, accuracy is the standard that we always follow while we are talking. However, the features of language itself and its pragmatic function lead to the existence of fuzzy language. Advertising may be described as the science of that human can easily get money from it. It is clear that advertising has played a very important role in today’s business world. The issue of whether advertising languages are persuasive or not has became the point of our attention. So that the theoretical studies on language features of English advertising helps improve the understanding and of advertisements. Appropriately using vague language will make ads interesting and arouse customers’ attention. Otherwise, it will mislead the customers. Based on linguistics and combined with the application of advertising in our daily life, we will discuss this thesis on why fuzzy language occurs, how it develops, how it classifies and its pragmatic function.      

Key words: advertising English; fuzziness; fuzzy language

Contents

Abstract

中文摘要

1. Introduction-1

2. An Overview on Fuzzy Language-2

2.1 Definition of fuzzy language-2

2.2 Sources and development of fuzzy language-3

3. Fuzzy Language in Advertisement-4

3.1 Reasons for the existence of fuzzy language in advertisement-4

3.2 Realization of vagueness in advertisement-6

3.2.1 Use of adjectives to express fuzziness-6

3.2.2 Use of verbs to express fuzziness-7

3.2.3 Use of numerals to express fuzziness-8

4. Pragmatic Functions of Fuzzy Language in Advertisement-9

4.1 Positive function-9 

4.2 Negetive function-10

5. Conclusion-11

References-12