摘要
由于明确和特殊的性别差异定位，女性商品广告文案在写作过程中必须考虑女性特有的心理需求，并在其语言组织上采取有针对性的策略。本文主要通过对时下知名女性商品广告的集中研究，从中探求女性商品广告在文案创作中较常运用的有针对性的语用策略，并从心理学、社会学等角度对其成因进行分析。
Because of clear and special gender consideration, the writer of female commodity advertisement should pay attention to the female psychological demand and adopt special tactics in writing process. In this essay, the author presents a discussion of these tactics and analyzes their causes from various angles,
关键词
女性商品
广告
性别差异
语用
策略
female commodity
advertisement
gender difference
pragmatics
tactics
