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Journal of Humanities, Arts and Social Science

ISSN Online: 2576-0548 ISSN Print: 2576-0556 CODEN: JHASAY
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ArticleOpen Access http://dx.doi.org/10.26855/jhass.2026.09.010

Functions of Fuzziness in Chinese English Commercial Advertisements from a Pragmatic Perspective

Tiejin Lyu

School of Foreign Languages, Changchun University, Changchun 130022, Jilin, China.

*Corresponding author: Tiejin Lyu

This paper was sponsored by Changchun University Vocational and Adult Education Research Project: A Study on the Cultivation Path of Compound Foreign Language Service Talents in Higher Vocational Colleges against the Background of Jilin’s Ice Snow Economy (Project No.: ZCXJYB26 02).
Published: September 16, 2026

Abstract

It has been proven that fuzziness will not result in difficulties in mutual understanding under usual conditions. Fuzziness has not been defined accurately since the last century. The possible states of things involving a vague proposition are intrinsically uncertain. The most striking feature of commercial advertisements is that it is for the sake of profitability and commercial purposes. Besides selling the products or services, commercial advertisements desire to achieve persuasive purposes, grab the attention and interest of members of a mass audience, and thus change their original thoughts and consumption behaviors. The study found that nearly every English commercial advertisement has implied fuzziness due to the nature of commercial advertisements. The study has collected some representative English commercial advertisements in China and explores the functions of fuzziness in Chinese English commercial advertisements. The findings of this study will present us with an awareness of the fuzziness embedded in commercial advertisements and thus enable consumers to form the right attitude and values toward commercial advertisements.

Keyword

Fuzziness; commercial advertisements; functions; a pragmatic perspective

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Copyright

© 2026 by the author(s).
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND) license, which permits non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and is not modified or adapted.
https://creativecommons.org/licenses/by-nc-nd/4.0/

How to cite this paper

Functions of Fuzziness in Chinese English Commercial Advertisements from a Pragmatic Perspective

How to cite this paper: Tiejin Lyu. (2026) Functions of Fuzziness in Chinese English Commercial Advertisements from a Pragmatic Perspective. Journal of Humanities, Arts and Social Science, 10(9), 1095-1100.

DOI: http://dx.doi.org/10.26855/jhass.2026.09.010