语言的模糊性是语言具有弹性的表现,是自然语言的基本属性之一。广告设计中,广告人经常采用语用模糊策略,在有限的时间和空间最大限度地增加广告的注意值、记忆值和说服力。同时,语用模糊策略还能增加广告的灵活性,得体性,压缩信息,产生特有的广告美学效果。 The ambiguity of language is an expression of language flexibility, and it is one of the basic attributes of natural language. In advertisement design, advertisements often use pragmatic vague strategies to maximize the attention, memory, and persuasiveness of advertisements within a limited time and space. At the same time, the pragmatic fuzzy strategy can also increase the flexibility of advertising, appropriateness, compress information, and produce unique advertising aesthetic effects.