Fuzzy Rhetoric In Advertising

Vagueness is one of the distinct characteristics of natural language,so it is with advertising language. But there are different fuzzy devices used in advertising. This paper, in light of the review of related studies, makes qualitative research on fuzzy rhetoric in advertising from pragmatic strategy and elaborates on psychological mechanism and pragmatic functions. The subject of this paper is to study the realization of fuzzy rhetoric in advertising and its positive role played by.First, this paper points out the purpose and significance of the study, as well as main innovations and briefly describes the research results on fuzzy rhetoric that predecessors achieved and its shortcomings. Chapter III distinguishes several linguistic concepts related fuzzy and comes to the definition and subjects of fuzzy rhetoric, then we analyze the reasons for the existence of fuzzy rhetoric and the application of it. Chapter IV is the central part. We mainly discuss the application and rhetorical functions of the fuzzy rhetoric in advertising from the perspective of word, sentence and chapter. Fuzzy rhetoric is a positive communication strategy. Advertising is mainly used to persuade audiences. According to their own needs and the characteristics of advertising style, communicators integrate various means of fuzzy rhetoric in order to achieve pragmatic effects. This concluding section summarizes the principles fuzzy rhetoric should follow and points out the limitations of the study. Then further study of this topic is prospected.