The emergence of vague language in English advertising is due to the contradiction in advertising language, which is caused by the conflict between the connotation and external expression of advertising. Advertising language needs to be concise and clear. In this language environment, the language expressed clearly enough in advertisements will also unconsciously turn to vague language. It is precisely because of the special nature of advertising language itself that vague words or fuzzy attributes constantly appear in English advertisements. The overseas marketing of casting products mainly depends on English advertisements. Many factors should be considered in the design of English advertisements, such as local cultural characteristics, economic conditions, industrial distribution, and the shopping situation and thinking mode of local people. English advertisements require concise language and artistic nature. Therefore, the English advertising of casting products should conform to the consumers’ thinking habits, mainly with vague vocabulary and vague sentences. In the advertising, highly concise language should be used to express the technological characteristics and value connotation of casting products, so as to avoid narrative description in the advertising. The expression mode can be divided from sentence pattern and vocabulary.
The first is the vague expression of vocabulary. As the smallest unit in English expression, vocabulary cannot fully express its meaning in daily language, but it is quite different in advertising context. In many cases, a single vocabulary can not only completely convey ideas, but also deeply impress people. In general, English advertisements are presented in the form of audio-visual combination. Most of the advertising information is transmitted through intuitive visual experience. At this time, simple and clear single words can make English advertisements more artistic. In English, whether it is a verb or an adjective, or a quantifier noun, can be used as fuzziness in advertising language. Adjectives and adverbs play a better role in advertising, so fuzziness is used more often. For example, words with exaggerated colors such as tremendous and unimaginable appear more frequently. At present, there are many vague language application cases in the English advertisements used by China for the export of auto parts to Europe, America and other countries, such as Morcstrong, morefree, moresafe and other simple words, which not only express the core quality of the casting product, but also imply the corporate culture of the casting product, pay attention to the freedom and safety of consumers, and fully demonstrate the concept of humanistic care and people-oriented. In this advertising slogan, the vague adverb more not only expresses the advantages of the enterprise’s products, but also emphasizes the importance of consumers through overlapping use. This concise expression of vague words, combined with visual images in English advertisements, has achieved the effect of complementing each other. It not only conveys ideas, but also makes advertisements more artistic and easier for consumers to remember.
The second is to cast the expression of vague sentences in English advertisements. Although fuzzy words in English advertisements can accurately convey advertising ideas in many cases, the vividness and integrity of a single word is certainly not as good as that of a sentence. Therefore, in order to pursue vividness, it is also very common for many foundry products to use sentence vague expressions in English advertisements. For example, Stand with you for another adjacent years, this advertisement expresses that the enterprise has been selected by Ford Motor Group as a supplier due to its excellent product quality, and it is of great significance for the auto parts enterprise to provide them with parts. Ford Motor Group has been established for more than 110 years. It is a big car seller in North America. This advertisement skillfully links the enterprise with Ford Motor Group. On the one hand, it implies that the partners are strong and beneficial to the development of the enterprise. On the other hand, it shows that the products can be used for a hundred years with excellent quality through one hundred years of advertising. This kind of English advertising sentence pattern is vague, which subtly conveys the excellent product quality to consumers, and also shows the warmth of English advertising, making the entire advertising performance more tense.