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a sense of freshness and great surprise. Example 3 the word extraordinary tells the unusual style is the charm of the ornament. Example 4 the expression long gives people a good sense of elegance and comfort. And in example 5, Chinese meaning is “滴滴香浓，意犹未尽”,clever wording good seems to be diffusing thick aftertaste of coffee.
Finding unusual through comparison is the frequent means of for copywriters. In order to highlight the excellence of the products, copywriters often compare their products with other products. It is why so many adjective and adverbial comparatives and superlatives are widely used in ads. Compared with the adjective and adverbial themselves, adjective and adverbial comparatives and superlatives own the larger extension, and the fuzzier meaning. Meanwhile, the use of the adjective and adverbial comparatives and superlatives promotes elevation of meaning in ads. It should be noted that many comparatives and superlatives do not have an indicated target, which creates a fuzzy impression upon the viewers and leave room for imagination. [15] Some cases as follows:
(1) Tastes richer …mellower…more satisfying. (Real 香烟)
(2) So the best way well be yet to come.
(3) Car companies made lots of claims about their cars. At Nissan, we do more---W offer proof.
We have enough evidence to arrive at a conclusion: Many manufacturers try every means to advertise their products top among their competitions, aiming at stimulating consumers’ needs of consumption.
4.1.5 Symbols and abbreviations
A special kind of fuzzy language is used in advertising English due to the particular features of the Internet. Netizens are always fond of using some symbols or abbreviations to substitute for certain words or phrases. For example, @ for “at”, n& for “and” .U for “you”, 4 for “for”, 2 for“to” or “too”, etc. These symbols and abbreviations, while called by some as Internet gibberish, make the Internet vocabulary cryptic and comedic. Advertisers on the Internet also employ these expressions to attract web visitors. For example:
(1) Love @ first web site (eyeCsystems. COM)
(2) Hidden errors result in refund2you. (Refund2you.com)
(3) We make finding toys EZ! (EZ-Toys)
(4) Spending too much $$$ on your software? Pay nothing for name brand software. Absolutely legal. (Myfreesoftware.com)
In example (1), “@”is actually “at”. But which impresses consumers more? Of course the former. By using Internet gibberish, the advertisement not only gives the readers a kind of visual shock, but also implies that there are always bigger surprises waiting for them. We expect more “@” eyeCsystems.com than “at” it. The use of number “2” as its homophone “to” in example (2) also results in great curiosity on the part of consumers. And in example (3) advertisers substitute “EZ” for “easy” in the slogan and make the brand name “EZ” distinguished and well remembered. Though the pronunciation of the two is the same, the visual effects are very different. The impression “EZ” renders is certainly stronger than the ordinary “easy”. The same reading. On the other hand, on seeing these symbols and abbreviations they often use in their communication on the net, netizens will naturally identify themselves with the advertisements in which the Internet jargons are contained. The aim of the persuasive strategy here can be well achieved through the identification of consumers with the advertisements.
4.2 Fuzziness in Figures of Speech
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