语言是人们最重要的交际工具,它既具有精确性又有模糊性。人们总是根据实际需要选择运用语言的这两种特性。有时让人清晰明了要求使用准确表达,有时为了委婉得体又使用模糊语。模糊语在日常生活中处处可见,在广告中更是层出不穷,它具有一定的修辞功能,在使广告语言更生动形象。本文旨在通过具体分析广告实例,讨论模糊语义在英语广告中产生的积极效果。 Language is one of the most important communication tools for people. It has both accuracy and ambiguity. People always choose to use these two characteristics of language according to actual needs. Sometimes people make it clear and require the use of accurate expressions, sometimes in order to euphemistically use vague language. Vague language can be seen everywhere in daily life, it is endless in advertisement, it has certain rhetorical function, make advertisement language more vivid image. The purpose of this article is to discuss the positive effects of fuzzy semantics in English advertising by specifically analyzing advertising examples.