Contents

Abstract

中文摘要

1.Introduction

2.Definitions

2.1 The definition of fuzziness

2.2 The definition of advertising language

3.Semantic Application of Fuzziness in advertising 

3.1 Fuzzy words in advertising

3.2 Fuzzy Hedges in Advertising Language

4.Pragmatic Application of Fuzziness in Advertising

5.Positive Functions of Fuzzy Language

5.1 Improving the flexibility of communication..

5.1.1 Improving the flexibility of communication by displaying

5.1.2 Improving the flexibility of communication by displaying Naturalness..

5.2 Enhance the persuasiveness of communication

5.2.1 Enhance the expressiveness of language

5.2.2 Enrich the message of ideas

6.Negative Effect of Fuzzy Language..

7. Conclusion.

References