VAGUENESS AND TEXT
Vagueness and its expression in Modern English have not been investigated in details. This problem dates from the treatises of Ancient Greece philosophers, who laid the foundations of vagueness. The notion of vagueness or imprecision, its substance as well as thefinal list of linguistic means ofits description have not been identified so far and vary considerably with the researchers. Modern linguistics associates vagueness with the reference theory which is based on B. Russell’s denotation ideas. The author of this paper is making an attempt to describe some linguistic means of vagueness expression – referential imprecision in particular – analyzing texts of some English advertisements. As a result of the research, it was found out that copywriters deliberately use referential imprecision while writing advertisement texts just to hook the reader and to involve them in speculations about the potential referent or antecedent of the offered advertisement texts. Since the target audience of such texts is diverse, vagueness helps copywriters to achieve the target – toincrease the variety of possible interpretations of the advert texts and the amount of potential buyers.