摘要

随着现代模糊观念的出现和模糊语言学的发展，广告语言越来越表现出其模糊性和说服性的特征。模糊语在广告语言的使用是出于顺应消费者心理、促销商品的动机。

本文在前人研究的基础上结合合作原则和顺应论对模糊语在广告语言中的语用功能进行了分析。积极的功能包括使广告更加生动，更加吸引观众的注意力；使广告更加委婉，更容易被消费者接受；以及使广告变得更加灵活等等。相反，模糊语言在广告中的运用有时也会产生消极的语用功能。广告商有时会利用模糊语言的语言特点，对广告进行过度炒作和虚假宣传。

所以，本文的研究可以帮助读者更好的理解广告中模糊语的这些特点，也可以帮助促进广告商和顾客之间的成功交流。

关键词：模糊语；广告语言；合作原则；顺应论；语用功能

Contents

1. Introduction 1

2. Demonstration 2

2.1 Theoretical overview 2

2.1.1 The origin and characterizing of Hedges 2

2.1.2 The purpose and characteristics of advertising language 3

2.1.3 The motivation of using hedges in advertising: Adaptation Theory and the Cooperative Principle 4

2.1.3.1 To acquire a sense of authority 5

2.1.3.2 To acquire a sense of novelty 6

2.1.3.3 To acquire a sense of inexpensiveness 7

2.2 Analysis of the pragmatic function of hedges7

2.2.1 The positive role of hedges in advertising 8

2.2.1.1 Making advertising language more vivid 9

2.2.1.2 Making advertising language more euphemistic 9

2.2.1.3 Making advertising language more flexible 10

2.2.1.4 Making advertising language more informative 12

2.2.2 The negative role of hedges in advertising 13

2.2.2.1 OverHyped advertising 13

2.2.2.2 Fraudulent advertising 14

3. Conclusion 15

Works Cited 17

Bibliography 18