Abstract：The author discusses the fuzziness of advertisements from a pragmatic view, which is the key to effective writing and comprehension of advertising language. In this paper, the author shows different means of pragmatic fuzziness, which includes selection of words, rhetorical devices, etc. In addition, the author illustrates the fuzziness of advertising according to Grice’s Cooperative Principle and Leech’s Politeness Principle. Besides, the Adaptation Theory, proposed by the Belgian pragmatist Verschueren, which includes three dimension, the mental world, social world and physical world, is also been discussed .This paper aims to catch our attention to the application of fuzziness in advertisement and help the advertisement producers make a better use of advertising fuzziness, so as to produce a higher level of advertisement and promote the sales and profits of the goods.
Key words: advertising English, fuzziness, cooperative principle, politeness principle, adaptation theory
概要：作者从语用学角度对广告语的模糊性进行分析，这一分析对有效的写作和加深对广告语的理解有关键作用。文中描写了模糊语用的不同表现方式，包括模糊词语，修辞手法等的选用。并从格莱斯的合作原则和利奇的礼貌原则分析了广告语的模糊性。另外，本文还借鉴了顺应理论，此理论由比利时语用学家维索尔伦提出，探讨了广告中模糊语言的语用分析，包括对心里世界，文化世界和物理世界的顺应。
本文旨在引起人们对广告语言模糊现象的注意，同时让广告制造商能够更好的运用模糊现象来制作出更高水平的广告，从而提高销售额和销售利润。
关键词：广告英语，模糊，合作原则，礼貌原则，顺应理论
