用关联理论解读商业广告委婉语的模糊性

 商业广告的发展与繁荣是委婉语应运而生的一个重要原因。当然，委婉语在商业广告中也发挥着不可替代的作用，包括诱惑消费者、提高销售额、增加利润等。而模糊性是委婉语最为显著的特点。
本文在经济全球化的背景下试图用关联理论解读商业广告委婉语的模糊性，其中包括探讨关联理论的本质、应用及主要组成部分。其次，也涵括了商业广告的定义及发展历程，广告语言的含义和特征。本文着重论述委婉语的本质、特征以及功能，探讨关联理论下商业广告委婉语模糊性的巨大魅力。

关键词：关联理论；商业广告委婉语；模糊性
Abstract

The reason for euphemism existence and development is because of the development and property of commercial advertisement. Moreover, euphemism plays an important role in commercial advertisement, including seducing customers, promoting sales, and increasing returns and so on. Also the fuzziness is an obvious characteristics in commercial advertisement euphemisms. 
This paper aims to analyze the fuzziness of commercial advertisement euphemisms based on Relevance Theory under background of economic globalization. In this work, I will study the essence, application and main components of relevance theory, discuss the definition and development history of commercial advertisement, introduce what is advertising language and features of it, focus on the euphemisms’ essence, characteristics, and functions, and explore the great charm of fuzziness in commercial advertisement euphemisms based on Relevance Theory.

Key words: Relevance Theory; commercial advertisement; euphemisms;   
          fuzziness of euphemisms

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