化妆品广告语篇礼貌原则的应用研究

The Research on the Application of Politeness Principle in Cosmetic Advertisement Texts

利奇(Leech)的礼貌原则不仅在日常交际,而且在广告交际中发挥着不言而喻的作用。透过化妆品广告语篇,首次透视它们所凸显的礼貌意味,探讨化妆品商家是如何灵活运用其中准则,向消费者推销自己的产品,从而脱颖而出。分析和探索礼貌原则在化妆品广告语篇的发挥规律发现,得体准则凸显最为突出,而谦逊准则在化妆品广告语篇中凸显极少,因其与得体准则的凸显有些冲突。这些发现可以帮助化妆品广告设计者创造出更符合消费者心理的广告语篇。

Leech＇s Politeness Principle plays a significant role in both daily communication and advertisement communication.For the first time the essay analyzes how Politeness Principle displays itself in cosmetic advertisement texts.The sellers＇ strategies of exercising maxims of Politeness Principle are explored to see how they help to promote sales and stand out from many other sellers.By analyzing and exploring the rules of displaying Politeness Principle in cosmetic advertisement texts,the author discovers that Tact Maxim displays itself most and Modesty Maxim least due to the conflict with Tact Maxim.The exploration can help the advertisers to compose better advertisement texts.