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广告作为一种特殊的交际形式,要扣紧人心必须十分讲究策略。现代模糊思想的提出和模糊语言学的发展,使广告语言更多地体现出带模糊性的说服力。然而,语言学家及业内人士对模糊概念却褒贬不一,有的极力强调这种模糊表达具有欺骗性,有的则认为这使广告语言更具魅力。本文在模糊理论、语义学和语用学基础上,对广告语进行了分析讨论,一分为二地看待广告中模糊限制语的使用与摒弃。
Advertising as a special form of communication, to keep people’s hearts must be very particular about strategy. The introduction of modern fuzzy thinking and the development of vague linguistics make the advertising language more convincing with fuzziness. However, linguists and industry insiders are vague about vague concepts, others strongly emphasize that such vague expressions are deceptive, while others believe that this makes advertising languages more attractive. Based on the theory of fuzzy, semantics and pragmatics, this article analyzes and discusses the advertising language, and treats the use and rejection of hedges in advertisements.