面子理论在广告语言中的应用

The Application of Face Theory in the Designing of Advertising Language

本文结合实例论述了语用学的面子理论在广告语言中的应用。文章认为为了提高广告语言的说服功能,避免广告传者和受众之间的交际减效甚至交际失败,在广告语言设计中充分考量受众的面子问题是至关重要的。

By analyzing the application of face-theory in advertising language designing with copious examples, the paper holds that in order to avoid lessening of communication efficiency and even failure of communication, and to enhance the power of persuasion of the ads language, it is essential to take into account the face factors when designing an ad.