模糊性是语言的自然属性,模糊语广泛运用于当下语境之中。广告作为一种特殊语言,经常借用模糊语吸引消费者注意,唤起其购买欲望。本文首先对模糊语的先行研究进行梳理,然后提出从语用学角度对广告中的模糊语进行动态研究的新视角,最后在语言顺应论的指导之下,着重对广告模糊语的语用成因和语用功能进行了分析,以期对模糊语的深入研究有所启发。 Fuzziness is the natural attribute of language, and vague language is widely used in the current context. Advertising as a special language, often borrow vague language to attract the attention of consumers, evoke their desire to buy. This paper first sorts out the vague research on prepositions, and then puts forward a new perspective on how to study vagueness in advertising from the perspective of pragmatics. Finally, under the guidance of linguistic adaptation theory, it focuses on the pragmatic causes of vague expressions And pragmatic functions were analyzed in order to inspire the in-depth study of vague language.