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英语的模糊性在广告词中的运用极为广泛,它体现了自然语言的基本属性.在实际运用中,有其积极的一面也有消极的一面。积极的一面可以是标新立异的广告语言,其能够有效地树立品牌,增强广告的说服力,刺激受众购买欲;反之,消极的一面,即为恶意使用模糊语言歪曲事实,进行虚假宣传,误导消费者,这是要严令禁止的。对于翻译人员要充分利用模糊的积极作用,避免其消极作用,同时人们也要增强认知能力,以防被虚假广告蒙蔽。
The vagueness of English is widely used in advertisements, which embodies the basic properties of natural language and has its positive side and negative side in practical application. The positive side can be unconventional advertising language, which can effectively establish the brand, enhance the persuasiveness of advertising, to stimulate the audience to buy desire; the other hand, the negative side, that is malicious use of vague language to distort the facts, false advertising, misleading consumers This is strictly forbidden. For translators to make full use of fuzzy positive role, to avoid its negative effects, while people also need to enhance cognitive ability, to prevent being fooled by false advertising.