Abstract

It is known to us all that the application of fuzzy language is widely spread. Language is a medium of communication which has two features: accuracy and fuzziness. According to different characters of the language, people always choose to take advantage of the pragmatic functions of fuzzy language which can play a different role in different situations. At the same time, in this modern society, fuzzy language is widely applied in economic activity, especially in ads. Therefore, this thesis is aimed at analyzing the pragmatic functions of fuzzy language used in adverting English which establishes the image of products and stimulate the desire of shopping.

Key words: fuzzy language；pragmatic function; English advertisements

Contents

Abstract

中文摘要

1.Introduction1

1.1The origin of fuzzy language.1

1.2 The definition of fuzzy language.1

1.3 The aim of fuzzy language1

2.Literature Review2

2.1 The previous research of fuzzy language2

2.2The functions of fuzzy language4

3.Pragmatic Principles of Fuzziness in Advertising English5

4.Applications of Fuzziness in Advertising English7

4.1 Introduction.7

4.2 The use of fuzziness in the lexical aspect7

4.2.1 Fuzzy Adjectives7

4.2.2 Fuzzy verbs8

4.2.3 Fuzzy Numerical Quantifiers.8

4.3 The use of fuzziness in rhetorical aspect9

4.3.1 Fuzzy Coinage.9

4.3.2 Fuzzy metaphor.10

4.3.3 Fuzzy qualifier .10

5. Conclusion11

References.12