Abstract In the modern world, advertising plays an important role in commercial field and penetrates in all aspects of our daily life。 Though advertising requires precision and accuracy in the content, language itself is fuzzy。 Fuzziness is a basic attribute existing in all kinds of language patterns。 The application of fuzziness not only expresses the communicative intention of advertising but also makes advertising more attractive and persuasive。 This thesis explores fuzziness in advertising from the perspective of Austin’s speech act theory by analyzing different kinds of examples。 It is aimed at showing the significance of the application of fuzziness in advertising as well as making people better understand fuzzy advertising。 At the same time, people can take full advantage of fuzziness and give full play of the role of it in advertising。 93435

Key words: fuzziness; advertising language; speech act theory

摘要当今社会，广告在商业领域扮演了重要角色，同时也渗透到了日常生活的方方面面。虽然广告内容上要求真实准确，但是语言本身是模糊的。模糊是语言的根本属性，广泛存在于各种语言形式中。模糊性的使用不仅传达了广告的交流意图，而且使广告变得更加吸引人们注意力，也使得广告更加有说服力。本文通过分析各种不同的例子，从奥斯汀言语行为理论来探讨广告语言中模糊性。它的目的在于展现广告语中模糊性应用的重要意义，使得人们更好地理解广告语，同时也让人们能够充分利用模糊性来发挥它在广告中的重要作用。源F于K优B尔C论V文N网WwW.youeRw.com 原文+QQ752^018766

毕业论文关键词：模糊性；广告语；言语行为理论

Contents

1。 Introduction 1

2。 Literature Review 2

3。 Linguistic Realizations of Fuzziness in Advertising 3

3。1 Semantic realizations 3

3。2 Syntactic realizations 4

4。 Fuzziness Employed by Speech Act Theory in Advertising 4

4。1 Fuzziness in advertising from the perspective of locutionary act 5

4。2 Fuzziness in advertising from the perspective of illocutionary act 6

4。3 Fuzziness in advertising from the perspective of perlocutionary act 7

5。 Significance of the Application of Fuzziness 9

5。1 The political significance 9

5。2 The economic significance 10

5。3 The cultural significance 10

5。4 The communicative significance 11

6。 Conclusion 11

Works Cited 13

1。 Introduction 

Nowadays, with the rapid development of science and technology, globalization has become an overwhelming trend, which promotes economic trade between China and other countries。 Then, competition becomes fiercer。 Meanwhile, it cannot be denied that human beings are living in an advertising world since advertising has appeared in every corner of our life through advertising language。 It also becomes an effective tool for domestic companies to introduce their products to the international markets if it is well applied。 As a way of transmitting information and a challenge for competitors, advertising cannot be ignored。 But, the final goal of advertising is to sell。 So, in order to improve the current situations of advertising in China--lack of persuasiveness and attraction, the research on advertising language is of great significance。