Research On The Fuzziness Of Commodity Slogan

Advertising asa medium of information dissemination, has been widely concerned. Advertising language as an important carrier of advertising information,to built extensive deep foundation in the field of linguistics and advertising.Linguistics field study of advertising language is from the view of advertising language ontology research. Advertising category of advertising language analysis of advertising language transmission dynamics and validity from the perspective of the advertisement plan. This paper research advertising language fuzziness of struturde, forming reason and using situation with the comprehensive analysis of research methods.Finally,analyzing the effects on consumers behavior from fuzzy language.This paper mainly divided into three parts to discuss:First, inspecting the constructing way of advertising fuzzy language. The article make analysis of fuzzy language in advertisement from the fuzzy words, sentences and discourse.From the vocabulary,reseach on the hegdges,fuzzniess of quantifier and timing words in the advertising language.From the sentence level, explored the fuzziness of elliptical sentence and interrogative sentence,respectively.The article analyzes the forming of characteristics and the formation of discourse fuzzy meaning from the aspect of discourse.Second, inspecting the forming reason of advertising fuzzy language. To analysis the forming reason of advertising fuzzy language advertising fuzzy language from the language essential attribute, the characteristic of advertising language itself and the cognitive psychological factors respectively.Third, inspecting the specific situation and pragmatic functions of advertising fuzzy language.And fuzzy language have promotion function to consumer behavior. Basis on the theory of language fuzziness,study the fuzziness of advertising language,in order to explore characterisitics of advertising language.