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istence of objects concerning, which it is intrinsically impossible to say either the symbol in question does, or does not, apply”. [8] While Crystal defines fuzziness as a term derived from mathematics and used by some linguists to refer to the indeterminacy involved in the analysis of a linguistic unit or pattern. For example, several lexical items, it is argued, are best regarded as representing a semantic category that has an invariant core with a variable (or “fuzzy”) boundary, this allowing for flexibility of application to a wide range of entities, given the appropriate context. [9] For instance, the boundaries of cup and glass are difficult to be defined. Invariant core with a variable boundary had become the essence of fuzziness recognized by most investigators in this regard.
To sum up, fuzziness can be defined as an indeterminacy or uncertainty of the borderline of the subject in question while fuzzy linguistics is a branch of linguistics that studies the intrinsic uncertainty or vagueness of the borderline of the linguistic units in a language.
4. Linguistic realizations of fuzziness in advertising English
How does the language fuzziness function in the advertising after all? Perhaps linguistic realizations of fuzziness in advertising English can be analyzed from semantic as well as syntactical perspective, to rhetorical devices or other areas. And this text is focused on semantic and rhetorical realizations of fuzziness in advertising English. The purpose of this study of language fuzziness is to raise the level of awareness about the persuasive techniques expressed in the application of fuzzy language in ads.
4. 1 Semantic Realizations of Fuzziness
Since fuzziness is embodied in many aspects of advertising, the article will focus on the verbal especially semantic realization of fuzziness, including fuzzy qualifier, numerical fuzzy quantifiers, fuzzy verbs, descriptive adjective and symbols and abbreviations. The diffused application of fuzzy language in advertisement is due to its conformity with the semantic features of advertising language. Advertisements with fuzzy language can easily arouse consumers’ interest and stimulate imagination and association of ideas. Hence, fuzzy language shortens the distance between consumers and advertisements, and entices people to make purchase.
4.1.1 Fuzzy qualifiers
American Linguist George Lakoff in the early 1970s first proposed fuzzy qualifiers, which refers to some indeterminate words. It qualifiers the exact degree of the utterance and restricts the proposition in question to a certain scope; meanwhile, it also shows the speaker’s direct and subjective estimation upon the subject or indirect and objective attitudes by the third party. [10] Such fuzzy qualifiers are found in advertisements here and there. Examples of this kind are: a little, almost, some, really, more or less, to some extent, about, loosely speaking, roughly, I suppose, I think, it is said that, as is well known, etc. For example:
(1) The new Nokia 8850, a very personal pleasure.
(2) Chique only some women have it. (Chique化妆品)
(3) Little wonder they don’t build cars like they used to, Building a pen is difficult enough. (Pike)
(4) Extra taste, not extra calories. (食品)
In example 1,the degree adverbial very is almost impossible to measure the exact degree of personal pleasure. We can’t draw the conclusion from the surface meaning. Example 2 the word some means the cosmetic is