Try To Talk About Fuzzy Words In Marriage Ads

Marriage Ads has been attention by language researchers, most scholars study of its language features on vocabulary,grammar, rhetoric, style characteristic, as well as from the content analysis of a certain age of marriage, social values, era characteristics etc. Few of its language features of the most obvious ambiguity, even if some research is limited to examples of fuzzy words and sex.. According to evolutionary psychology research results, with "Da gong bao," Chinese women’s magazine "magpie" column,"the bridge of love" the magazine column, love, marriage and family magazine published in the "food" 900 ads for men and women each material, the fuzzy words contestants use can be divided into three dimensions: physical dimensions, personality dimensions, resource dimension, and the three dimensions of fuzzy words are detailed and in-depth analysis, analysis of fuzzy words respectively in the application of female, male ads and use characteristics.This paper is divided into three parts, one is the theory study of fuzzy linguistics both at home and abroad, domestic research on application of fuzzy words in ads are summarized. Second, using the method of quantitative research, respectively for 900 female, male ads in three dimension fuzzy word, it is concluded that contestants within the three dimensions and each dimension fuzzy words have obvious different values.3 it is used in ads to try and after analyzing the characteristics of fuzzy words, found the fuzzy words with heterotopic, diversity, the characteristics of The Times, economy. Heterotopic refers to the contestants of the self always consistent with the opposite sex to their aesthetic requirements, use the opposite sex more ideal spouse image fuzzy words; Differences between the sexes due to congenital physiological structure and the day after tomorrow to the influence of social and cultural factors such as gender have obvious difference. Modernity means the ads reflect personal marriage and values, in this sense, the ads is a mirror of The Times, is the record of the change in society. Can be seen from the change of women’s rights in the era of progress. From men of advertisements can be seen that the change of China’s national system. Economy, advertisement as a kind of advertising language, appear expensive, contestants must accommodate the largest amount of information in small space, cognition with the minimum cost for the biggest communication effect. The readers when reading ads also want to save time and effort to correct understanding of marriage seekers of information. Whether from the Angle of the marriage seekers or view dating from the perspective of the reader, the fuzzy words contestants use must conform to the economical principles of pragmatics.