For a long time, people have been arguing about whether language should be precise or fuzzy。 However, the limitations and uncertainty of the objective world and human’s subjective world lead to the fuzziness in thought and language。 Meanwhile, fuzzy linguistics begins to come into people’s eyes in various ways, for instance, public speaking。 There are a lot of researches on fuzziness。 However, fuzziness in advertising is not well explained and understood because few researches have been focused on it。 Therefore, the study of fuzziness in advertising can’t be overlooked, either。来自优O尔P论R文T网WWw.YoueRw.com 加QQ7520`18766

This thesis analyzes fuzziness in advertising from the perspective of Austin’s speech act theory。 During the process, some achievements that are related to the field are referred to。 This thesis explains how fuzziness in advertising performs by analyzing different types of examples。 Emphasis will be laid on elaborating the importance of the application of fuzziness in advertising。 

To sum up, the paper mainly aims to make people better understand how fuzzy advertisements work and letting advertisers acquire how to apply fuzziness in advertising。 In addition, the thesis helps people grasp language knowledge and experience the joy that is brought by language。 Last but not least, people are able to have a good knowledge of the crucial status of fuzziness in advertising and how the fuzziness in advertising affects politics, economics, cultures and communications。

2。 Literature Review

In modern world, advertising takes a place in today’s market。 Scholars have studied it from a variety of aspects。 Also, they have achieved great success。

Among the studies, some are related to the advertising language。 Advertising language is the language applied in advertising。 The ultimate goal of advertising is to sell。 So the language in advertisements must be persuasive in nature。 Geis defines advertising language as below: The  language  of  advertising  is  language  that  is  used  in  efforts  to  persuade  or otherwise entice people to purchase products or services, vote for particular political candidates,  modify  their  behavior  (Just  say  ‘No!’),  or  come  to  adopt  a  favorable view of some corporate entity (We’re working to keep you trust。)    (Geis 42)。 Mirza Džanić explores the various interpretations of meaning as well as the use of idiom modifications primarily via pragmatic devices such as presuppositions and implicatures (Mirza 45)。 Huang Xiaoping states that advertising combines scientific language with artistic language。 Besides, sense and sensibility intermingle with each other (Huang 43)。 Du Dan makes clear the application of figure of speech in advertising language (Du 56)。论文网

Also, owing to the development of advertising and the needs of advertising, researchers have to explain adverting from other aspects。 So some scholars study advertising language in the view of Austin’s speech act theory。 Speech act theory is an important theory in language research。 It was first put forward by John Langshaw Austin in the 1950s。 Zhou Xuanfeng explores the reflection of advertising language of the three categories of speech act in Austin’s speech act theory and the relationship with advertising language (Zhou 86)。 Dong Min, Xu Guohong, and Liu Ying expound the stylistic features of advertising English and explain the pragmatic characteristics of advertising English (Dong, Xu and Liu 99)。 Han Qinqin finds the mutual realizations between speech act theory and advertising (Han 129)。 Although they focus more on analyzing advertising from the view of speech act theory, they do not analyze fuzziness in advertising。

However, few explanations are given to the fuzziness in advertising。 In 1965, L。 A。 Zadeh, an American professor, published an article Fuzzy Sets, mentioning fuzzy theory。 He suggests that fuzziness can be formally handled in terms of a fuzzy set, a class of entities within a continuum of grades of membership (Zadeh 338)。 After it is proposed, fuzzy theory is applied in varieties of fields, such as mathematics, philosophy, psychology, linguistics, etc。 Fuzziness has become ubiquitous since the time when it is proposed。 People define it differently。 Crystal defines fuzziness as: A  term  derived  from  mathematics  and  use  by  some  linguistics  to  refer  to  the indeterminacy involved in the analysis of linguistic unit or pattern (Crystal 148)。 Due to the frequent appearance of fuzziness in advertising, it is nature that fuzziness is supposed to be valued。