On the Semantic Realization of Fuzziness in Advertising English

Abstract

The choice of fuzziness to establish images of products or services is quite common in advertising English. Advertisers often employ fuzzy expressions to grab consumers’ attention, realize persuasion function, and avoid lawful and ethical responsibilities. The author aims at drawing attention to the application of fuzziness in advertising and equipping consumers with better understanding of it to avoid mistakes in interpreting and help advertisers produce more successful advertisements.