英语广告语与礼貌原则的和谐与冲突

礼貌原则是指导人们进行成功交际的重要原则。英语广告实际上也是厂商与消费者之间的一种对话与交流 ,礼貌原则对语言的运用同样具有极大的指导作用。然而 ,笔者在分析大量成功的英语广告时发现 ,其中语言的运用并非完完全全地与礼貌原则的要求一致 ,二者之间有着冲突的现象。本文试图就礼貌原则中各条准则与英语广告语言的和谐与冲突现象进行分析 ,并就其成因进行探讨

Harmony and Conflict between English Advertisements and Politeness Principle

Politeness principle is essential to the successful interpersonal communication. As English advertisements are a dialogue between the manufacturer and the consumers, the politeness principle is also applicable in the advertisement language selection. However, a survey of a large number of successful English advertisements shows that the language in them is not in complete accordance with the politeness principle. This paper intends to make an analysis of the harmony and conflict between the English advertisement language and the politeness principle and explain the causes of the above-mentioned phenomenon.