A Study Of The Translation Strategies Of Fuzzy Language In English Advertising

In 1965, L.A. Zadeh, the professor of control theory in Department of mechanical and electrical engineering of the United States first put forward the concept of “fuzziness” in the magazine of “information and control” and widely used it in language research. It was since then, the fuzzy phenomenon in language attract more and more attention. Professor Wu Tieping of Beijing Normal University is the first researcher on fuzzy language of our country. In his book “fuzzy linguistics”, fuzzy language was first studied as an independent discipline. This book preliminarily constructed the discipline system of fuzzy linguistics,marks the beginning of fuzzy linguistic research in China. In his “fuzzy linguistics”, many linguistic problems which were previously difficult to explain was soled by him by fuzzy theory. Fuzzy theory was also applied to the field of translation to guide the study of translation theory and translation practice. The study of fuzzy language expanded the depth and breadth of language study, and further revealed deeper mystery of language.As a branch of language, advertising language has the characteristic of semantic implication. In advertising, the use of accurate language, such as numbers and charts to convey information is required. However, sometimes the proper use of fuzzy language can not only reduce the amount of letters, but also motivate people's imagination to make them better understand the features of the product, promoted, for the boundary of fuzzy language is not clear, and the amount of information conveyed by them is also larger, which always leave some space for people to imagine. The appropriate use of fuzzy language can improve the effect of publicity, arouse the reader's imagination.With the development of globalization, foreign goods and company are rapidly entering the Chinese market, but because of the difference of culture and language, when doing product publicity, the foreign language must be translated into Chinese for a better understanding. Good translation can quickly attract audiences' attention and build a sense of intimacy and trust between the audiences and the advertised products, thus prompting them to make a purchase decision. The uncertainty of fuzzy language often make the translators feel helpless. They do not know where to start. Therefore, the study of translation of fuzzylanguage is of great significance. It can promote the localization of advertising translation,enhancing publicity.This paper consists of five chapters. The first chapter is a general introduction, including the following aspects: the research orientation of this essay, data collection and methodology,specific questions to be studied and the significance of this research. The second chapter is a brief introduction and review of fuzzy language, advertising, translation, mainly including the definition, classification and features of fuzzy language; definition, principles of translation,as well as definition, classification and functions of advertisement. The third chapter discusses the realization way of fuzzy language in English advertisement, including fuzzy speech, fuzzy words, fuzzy sentences and fuzzy rhetorical devices. The fourth chapter is about some different translation methods towards different fuzzy language in English advertising. The last chapter is a conclusion of the whole article.