摘 要
   
模糊限制语的语用功能在不同的文体中是不同的，其在英语广告中的应用体现了模糊限制语的广泛性和丰富性。但是对模糊限制语的研究仅局限在学术界，商界、广告界对模糊限制语及其语用功能不甚了解，经常误用模糊限制语。本文主要探讨模糊限制语在英语广告中的语用功能。本文首先对模糊限制语的发展及分类进行简单的回顾，然后主要通过大量的英语广告实例，分析模糊限制语的语用功能，希望能够给广告商一些启示，帮助广告商更好的策划产品英语广告内容。通过分析，笔者发现合理恰当的使用模糊限制语有利于增加英语广告的吸引力和说服力，使英语广告语言更加简洁规范，同时有利于广告商规避潜在风险。本文的目的是让更多的广告策划者了解模糊限制语的语用功能，以达到吸引消费者眼球的目的。

关键词：模糊限制语  英语广告  语用功能

ABSTRACT
   
The pragmatic functions of hedges vary in different situation. The application of hedges in English advertisement is universal. However, the study of hedges limits in academics. People in business and advertising barely know hedges and their pragmatic functions and misuse hedges a lot. The purpose of this thesis is to study the pragmatic functions of hedges in English advertisement. After a brief review of the development of hedges and its classification, this paper analyzes the pragmatic functions of hedges through the study of a large amount of English advertisement, which can help advertisers come up with better advertisements. Through analysis, the author finds out that the proper use of hedges in English advertisement is favorable to make English advertisement more attractive, persuasive, objective and terse. What’s more, it helps advertisers avoid potential risk. This paper is aimed at making more advertisers realize the pragmatic functions of hedges in English advertisement to catch customers’ eyes.

Key words: Hedges; English advertisement; pragmatic function