ConsumerBehaviorEnhancementthroughVagueLanguageinAdvertising

毕业论文〔设计)1 IntroductionSince professor Lofti.Zadeh in the United States put forward the "fuzzy sets"theory in 1965,many studies have been conducted on the vagueness and a series ofrelevant frontier branches of vagueness has emerged in succession.In fact,the process of using language is an active process in which speakers andhearers constantly have to make choices out of variables.The use of vague languagein advertising is closely related to psychological factors that influence thecommunicator,and the studies related to consumer behavior indicate that consumer'spsychology directly influences consumer behavior.The wide use of vague language in advertising has prompted a vast mass ofresearch,among which many researchers have studied the pragmatic functions ofvague language in advertising from language level.these studies have made greatcontribution to the research of vague language in adverting.However,they often haveneglected one important aspect----consumer's psychology.Basing on this background,this thesis is to demonstrate the use of vaguelanguage in advertising and the consumer behavior enhancement through vaguelanguage in advertising.2 Vague language and advertising2.1 Brief introduction to vaguenessVagueness is defined as an expression which has more than one possible2