The Female Language Ad Blur Pragmatic Research

Fuzziness, as intrinsic property of nature language, appears to be an extremely pervasive phenomenon in language communication. Many scholars at abroad and home made profound research on fuzziness from a variety of perspectives and made great achievements. Concerning about pragmatics studies of fuzzy language, most scholars are mainly conducted with the help of Grice's Cooperative Principle, Leech's Politeness Principle or Wilson's Relative Principle. The research on fuzzy language from a perspective of Adaptation Theory is little so far, much less on the fuzzy language in female advertisements.The thesis reviews the development of the studies both at home and abroad of fuzzy language and explains the implication of fuzziness. By analysis we believe that the roots of fuzzy language are the result of the collision of objective factor, subjective factor and its own factor. By dealing with the female fuzzy language in advertisements, the author analyzes that the fuzzy language in female advertisements conforms to different context relations in order to meet communicative needs. With Verschueren's Adaptation Theory as the theoretical framework and by the analysis of innumerable female fuzzy language in advertisements, the thesis concludes that the employment of female fuzzy language in advertisements is the result of choice-making, which is adaptable to the mental world of both advertisers and consumers, the physical world mainly of time of space and the social world of social conventions and ralations. The author points out that the female fuzzy language in advertisements can improve efficient, accurate and persuasive.