摘要

广告充斥着人们生活的每一个角落，无时无刻不在影响着人们的社会生活。广告语言作为广告信息的主要载体,在广告中处于核心地位。模糊语言是广告语言的一个重要特征,也是它的一个重要手段。本文选取了人们日常生活中遇到的商业广告和一些英语杂志中出现的商业广告，分析模糊表达在英语商业广告中的运用，并研究了其在英语商业广告中的多种应用形式和语用现象。最终总结模糊语在商业英语广告中的语用功能，从而能帮助人们更系统地理解模糊语言在英语商业广告中的应用，帮助广告商在设计广告时更合理有效地使用模糊语。

关键词：商业广告；模糊语；语用功能

CONTENTS

1. Introduction..1

2. Literature Review.1

3. Fuzzy Language and Commercial Advertisements2

3.1 Reasons for the Existence of Fuzzy Language in Advertisements

3.2 Effects of Fuzzy Language on Advertising

4. Application Forms of Fuzzy Language in Advertising...3

4.1 Fuzzy Phonetics

4.2 Fuzzy Words

4.2.1 Fuzzy Nouns and Verbs

4.2.2 Fuzzy Adjectives and Adverbs

4.2.3 Fuzzy Numerals

4.3 Fuzzy Sentences

5. Pragmatic Functions of Fuzzy Language Revealed in Advertisements6

5.1 Improvement of Economy and Simplicity of Advertisements

5.2 Better Attraction and Appeal to Consumers

5.3 Improvement of Credibility and Persuasiveness of Advertisements

5.4 More Polite and Tactful Advertising Language

6. Conclusion ...9

Bibliography

Acknowledgements