From the review above, we find that scholars pay much attention to advertising language。 People pay less attention to the fuzziness of advertising。 Therefore, this thesis depends more on analyzing the fuzziness in advertising from the perspective of Austin’s Speech Act Theory。 It provides an angle for the study of fuzziness in advertising。 At the same time, the thesis is valuable in the studies of fuzziness。

3。 Linguistic Realizations of Fuzziness in Advertising

Fuzziness is widely employed in advertising。 And, it is realized in many aspects。 Each realization plays a central role in today’s life。 It mainly includes two parts--semantic realizations and syntactic realizations。

3。1 Semantic realizations

Fuzziness is applied to the advertising in a variety of forms, such as verbs, numerals, adjectives and adverbs, pronouns and so on。 

Verbs, for example, are widely used in advertising。 Some verbs can predicate alone。 Leech stated that the most frequent word for ‘‘acquisition of product’’ in advertising language was ‘‘get’’ not ‘‘buy’’ because ‘‘buy’’ has some unpleasant connotations。 There are still many other verbs that are frequently used in advertising, such as ‘‘try’’, ‘‘hurry’’ and so on。 Besides, some verbs which are related to people’s perceptions that do not have clear boundaries also convey fuzziness, for instance, ‘‘feel’’。 In conclusion, these verbs make advertising fuzzy。文献综述

Also, numerals are often employed in advertising in order that language can become fuzzier。 Sometimes, numerals mean approximations in advertising that are considered as references。 Although it may be an exact number, it does not necessarily mean an accurate meaning。 Advertisers make use of numerals to exaggerate the quantity of their products。 

Meanwhile, the application of adjectives and adverbials cannot be ignored, including comparatives and superlatives。 Adjectives and adverbs depend more on emotional level。 They do not have indicated targets and can leave audience much space of imagination。 Pronouns are used in advertising especially the first person and the second person。 As we all know, when writing an article, the first person is frequently used in order to make the article more vivid and attractive。 So is in advertising。 What counts is that the first person itself is fuzzy。 The first person or second person helps build a close relationship between audiences and advertising。 They all reinforce the flexibility of advertising。