(四)模糊限制语
模糊限制语(hedges)最早是由乔治·雷可夫(George Lakoff)提出来的,它的影响是限定事物的模糊程度的。它可以分为两种,一类是对说话的真实程度、涉及范围做出限定的模糊限定语,这类多数为模糊形容词和副词(短语)，食品广告中常见的为"often"，"always", "never", "sometimes", "kind of", "entirely", "really", "quite" 等频度副词或形容词, 人们知道从"always"到"never"之间还是有程度差别的，可是广告人有意不给出确切的程度值，而是制造一种模糊的效果，主要是为了给自己留下一个弹性空间，并激发消费者的想象力。如"Everything you always wanted in a beer. And less. "(Miller Lite)；"Always Coca Cola." (Coca Cola)；"Never had it, never will. "(7-Up)。另一类表示说话人对话语内容的直接主观推测,或提出客观依据,对话语做出见解和评估,如some, about, under, up to, roughly, a little bit, I think, as far as I know, I suppose等等。比如" I bet he drinks Carling Black Label. "(Carling Black Label Lager)；"Probably the best lager in the world. "(Carlsberg)。像I bet, probably这类词不仅不会改变话题的内容和结构，还可以让话题建议更温和委婉。还有一种引用第三者的意见以间接表达广告者自己态度的模糊词，如：as is well known, presumably, some says that, |
