论广告中的礼貌准则

On Politeness Maxim in Advertisements

礼貌存在于世界的每个角落。尽管礼貌原则在语言学领域得到了充分的研究,其在实用领域内的研究却未得到足够的重视。在广告领域,尽管公司与顾客的沟通是不可见的、抽象的,然而礼貌原则仍然起着很重要的作用,礼貌原则的六大准则在实际广告中得到充分的体现。尽管各个准则的重要性不同,礼貌原则的六大准则在广告中都可以找到。在礼貌原则的基础上通过表达礼貌和尊重,公司与顾客间的沟通能得以顺利进行,使得顾客感觉到舒服与高兴,从而实施购买产品的行为。

Politeness exists in every corner of the world. Although politeness principle has been studied carefully in the linguistic field, the studies of its applications in practical fields are not paid enough attention to. In advertisements, although the communication between company and customer is invisible and abstract, the politeness principle still plays an important role. In this paper, six maxims of politeness principle are analyzed in detail in some real advertisements. It is obvious that six maxims of politeness principle can be easily found in all advertisements, although they are of no equal importance. The conclusion is that through the process of showing politeness and respect based on the politeness principle, the company is able to make customers feel comfortable and happy, which leads to the action of buying products.