Abstract: In this thesis, the phenomenon of fuzziness in commercial advertisements and its pragmatic functions are investigated. Based on previous studies, the formation of fuzziness are studied by using analytical and synthetic methods. Besides, this paper will describe and analyze the functional context by cases of commercial advertisements from the perspective of linguistics. The study of fuzziness in commercial advertisements can further linguistic study of fuzziness and guide the creation and originality compos of commercial advertisements. 

Key words: fuzziness; commercial advertisements; pragmatic function

CONTENTS

Abstract

摘要

1. Introduction1

2. Literature Review.2

  2.1Definition of Fuzziness

2.2Previous Studies

3. The Formation of Fuzziness in Commercial Advertisements3

4. Application of Fuzziness in Commercial Advertisements.4

4.1 Phonetic Level

4.2 Lexical Level

   4.2.1Verbs

   4.2.2Qualifying Words

   4.2.3Numerals

  4.3.Syntactic Level

     4.3.1Ellipsis Sentence

     4.3.2 Interrogative Sentence

5. Pragmatic Functions of Fuzziness in Commercial Advertisements.10

  5.1Making Advertisements More Impressive

  5.2Improving Efficiency and Flexibility

  5.3 Making Advertisements More Polite.

  5.4 Maintaining Relationship between Advertisers and Customers.

6. Conclusion.13

Bibliography15

Acknowledgements.16