基于礼貌原则的化妆品广告语分析

Analysis on the Language in Cosmetic Advertisements Based on Politeness Principle

本文以礼貌原则为基础对化妆品广告的具体实例进行分析。结果表明,为了避免在语言上冒犯消费者,使广告语言更加生动而有效,并实现促进化妆品销售的最终目的,化妆品广告商应尽量把礼貌原则中的六个准则应用到具体的化妆品广告中。

From the perspective of pragmaties, many cases of cosmetic advertisements are analyzed here and the result shows the advertisers try to put the specific maxims of Politeness Principles into the language of cosmetic advertisements in order to make the advertising language in cosmetic advertisements vivid, attractive and effective, so as not only to avoid violating their potential buyers but also to achieve the ultimate aim of promoting the sale of cosmetic advertisements.