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se, it was the Jungle Fighter that made people get rid of the trouble. The ad employs the metaphor: the society is compared to a battlefield that is full of rough stuff. The Jungle Fighter is compared to combat arms. Though the surface meaning seems fuzzy, the deep semantic conjunction is well formed.
4.2.3 Euphemism
Let’s talk about the last rhetorical device--- euphemism. Euphemism is defined in the New Edition of the Oxford Concise Dictionary as “Substitution of mild or vague or round-about expression for harsh or direct one; expression thus substituted.” [18] Indeed, for the unpleasant and offensive expression, copywriters usually employ euphemism in a fuzzy and implicit way to convey the same meaning, aiming at avoiding hurting the consumer’s feelings, and influencing the sale promotion. Some cases as follows:
(1) The inside story is leaking out. (推销尿布)
(2) Commit no nuisance. (禁止大小便) [19]
Two gentles expressions “尿布”和“大小便”are replaced by fuzzy words inside story and nuisance, softening the shock of reality.
5. Conclusion
Undoubtedly, fuzzy languages enhance the effectiveness of communication, reinforce the flexibility of expression and make our expression more subtle and polite. Meanwhile, fuzzy language can make our expression so vivid and lively that they create a meaningful, resounding and profoundly beautiful world. It is the use of fuzzy expressions in ads that influences consumers' behavior，to the largest extent, and entices consumers to make purchase. However, it should be noted that too many fuzzy expressions should be avoided. After all consumers still have certain expectation on what a particular product or service should be like, instead of seeing seemingly all-encompassing words like “good, fine, new, etc”. Along with advertisers paying more attention to the unique features of their products or services, appropriate use of fuzzy expressions is desirable and effective. Since, the ultimate aim of advertisement is to persuade consumers to buy.
Fuzziness is uncertain parse and hard to define, so to give a precise explanation is almost out of the question. Meanwhile, advertising language owns fruitful connotation, including use conventions, social, cultural and national characteristics. All of these increase the difficulty of understanding. However, the process of human’s exploration of fuzzy theories has been going on, and the area of fuzziness in advertising language will not be ceased and deserve further study.

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