摘    要

语言是人们最重要的交际工具，它既有精确性又有模糊性。人们总是根据交际需要选择运用语言的这两种特性。模糊语言现象是存在于人类语言的普遍现象，在任何语言、任何语体中人们都经常运用它。语用模糊是一种重要的交际策略，在不同的场合产生不同的功能。模糊语应用于广告具有得天独厚的优势，可以更好地服务于广告的最终目的。而广告中模糊语的成功翻译也将直接影响其在译语读者中的宣传效果。本文以大量广告英语为实例，分析其中存在的模糊性词语的特点并探究其翻译策略，从而达到广告诉求目的。

关键词:模糊语；翻译；广告英语

ABSTRACT

Language is one of the most important communication tools for people. It has both accuracy and vagueness. People always need to choose the language of communication characteristics of both. Vague language is a common phenomenon existing in human language. In any language and any genre, people often use it regularly. Pragmatic ambivalence is an important communication strategy. It has different functions in different occasions. Vague language applied in advertising has a unique advantage that can better serve the ultimate purpose of advertising. And successful translation of vague language in advertisement will also directly affect the publicity around its target readers. This article, based on a large number of advertising English as an example, aims to analyze the characteristics of vague language and explore the translation strategies, so as to achieve the purpose of advertising appeals.

KEY WORDS  vague language; translation; English advertisement