Contents

Acknowledgements

Abstract

摘要

Chapter One Introduction-1

1.1 The Background and Significance of This Study-1

1.2 English Food Advertising-1

1.3 The Structure of the Thesis-2

Chapter Two Literature Review-3

2.1 Previous Studies on Fuzzy Language at Home and Abroad-3

2.2 Previous Studies on Fuzzy Language in English Advertising at Home-4

Chapter Three Forms and Functions of Fuzzy Language in English Food Advertising-6

3.1 Forms of Fuzzy Language in Englsih Food Advertising-6

3.1.1 Phonetic Fuzziness-6

3.1.2 Syntactic Fuzziness-6

3.1.3 Semantic Fuzziness-7

3.2 Functions of Fuzzy Language in English Food Advertising-8

3.2.1 Making the Expression Concise and Efficient-8

3.2.2 Attracting the Interest of Consumers-8

3.2.3 Stimulating Consumers' Imagination-9

3.2.4 Catering to Consumers' Psychology-9

3.2.5 Contributing to Establishment of Good Relationship with Consumers-10

Chapter Four Conclusion-11

4.1 Findings-11

4.2 Limitations and Suggestions for Future Study-11

References-12

Abstract

Fuzziness is one of the essential characteristics of natural languages, at the same time, it is one of the inner characteristics of advertising language. Both of them are related to people’s life. Therefore, it is important to do research on them. This thesis deals with the fuzzy language in English food advertising. The result shows that there exist three forms of fuzzy language, phonetic fuzziness, semantic fuzziness and syntactical fuzziness. In English food advertising, fuzzy language can make the expression concise and efficient, attract the interest of consumers, stimulate consumers’ imagination, cater to consumers’ psychology and contribute to establishment of good relationships with consumers. The author hopes that this thesis will help people understand the fuzzy language in English food advertising well, help businessmen attract more consumers and stimulate the desire of buying products so as to promote the sales of products, and help businessmen survive in the competitive market. At the same time, the author hopes that this thesis can arouse scholars’ attention to fuzzy language in English advertising.

Key words: English food advertising  fuzzy language  forms  functions