摘 要
本文首先阐述扎德和伍铁平关于模糊语言的相关理论，使读者对于模糊语言的起源与发展有一个大致的了解；然后阐述了英语广告的语言特点，即英语广告语言的词汇特征和句式特征，同时还对广告英语中语音、词汇、句式的模糊性作进一步探讨；最后讨论了英语广告中模糊语言的功能，说明了模糊语言如何使一则广告更加受顾客喜爱，从而达到增加销售以及扩大知名度的最终目的。
关键词：英语广告；模糊语言
ABSTRACT
This paper first elaborates on some theories of Zadeh and Wu Tieping in vague language, so that the readers will have a general understanding about the origin and development of the vague language. It then elaborates on the language features of English advertising: lexical features and syntactic features. Meanwhile, it discusses the fuzziness of phone, lexicon and syntactical structure in English ads. It finally discusses the function of vague language in English ads to prove how vague language makes an advertisement more popular with the customers with the ultimate purpose to increase the sales and expand the popularity.
Keywords：English advertising; vague language
Contents
1．Introduction 1
2. Definitions of vague language 2
2.1 Theories of Zadeh 2
2.2 Theories of Wu Tie ping 3
3. The language characteristics of English advertising 5
3.1 Lexical features 5
3.2 Syntactic features 6
4. Vague language in English advertising 8
4.1 The fuzziness of phone 8
4.2 The fuzziness of lexicon 9
4.2.1 The fuzziness of numeral 9
4.2.2 The fuzziness of adjective 11
4.2.3 The fuzziness of verb 11
4.3 The fuzziness of syntactical structure 12
4.3.1 The fuzziness of questions 13
4.3.2 The fuzziness of statements 14
5. The function of vague language in English advertising 15
5.1 To improve the efficiency of expression 15
5.2 To enhance the flexibility of language 16
5.3 To increase the attention value and memory value 16
5.4 To increase the appropriateness 17
5.5 To create rhetorical and aesthetic effects 17
6. Conclusion 19
Acknowledgements 20
References 21
