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模糊语言学近年来被广泛应用于学术研究、社会生活,包括外交、商业谈判、演讲、传媒策略等领域,商业广告就是当中的一个领域。商业广告通过运用模糊语言实现它建议、诱导消费的功能,并且增加了广告的艺术感染力。本文即旨在通过分析商业广告词的模糊性,探讨模糊语言在这一领域的语用功能,所选取的例子均为近年来商业广告,贴近生活,紧跟时代脚步。
In recent years, fuzzy linguistics has been widely used in academic research, social life, including diplomacy, business negotiations, lectures, media strategies and other fields, commercial advertising is one of the areas. Commercial advertising achieves its recommendations by using vague language, inducing consumption functions, and increasing the artistic appeal of advertisements. This article aims to explore the vague function of vague language in this field by analyzing the vagueness of commercial advertisements. The selected examples are commercial advertisements in recent years, close to life, keeping up with the pace of the times.