CAJ | 학술논문

模糊限制语是模糊语言的主要表现形式之一，广泛存在于商业广告中。模糊语言特有的语用功能以及在广告中合理的运用，为广告商带来了很多益处。本文从语用的角度出发，结合商业广告实例，分析其模糊现象，总结模糊限制语在商业广告中的语用功能，以期对商业广告中模糊语言的运用规律有一个更为系统的认识。
모호한제어시모호어언적주요표현형식지일，엄범존재우상업엄고중。모호어언특유적어용공능이급재엄고중합리적운용，위엄고상대래료흔다익처。본문종어용적각도출발，결합상업엄고실례，분석기모호현상，총결모호한제어재상업엄고중적어용공능，이기대상업엄고중모호어언적운용규률유일개경위계통적인식。
Hedges,one of main style of the vagueness,pervades English commercial advertisements.The proper use of hedges in the commercial advertisements bears the special pragmatic functions thus can bring a lot of benefits to advertisers.From the pragmatic perspective,the paper gives an analysis to hedges in some concrete commercial advertisements and sums up the main pragmatic functions.This paper aims at drawing people' s attention to the hedges in the commercial advertisements from the pragmatic perspective so as to better direct both advertisers ’ advertisement-making and consumers’ advertisement-interpretation.