化妆品广告语的语用分析——从言语行为理论及礼貌原则谈化妆品广告语

在指令行为和承诺行为中,策略原则的作用最为显著,也最为有效,与其平行的宽宏准则的作用则明显较弱。同时,在表述行为和表情行为中,赞扬准则、谦虚准则的使用较为普遍。对于表述行为,赞同准则和同情准则也在其中得到了不同程度的应用。分析表明,化妆品广告语,总是在遵循以上的分类标准和礼貌准则的同时,试图运用更多的手段,在迎合消费者的同时,达到销售商品的目的。

Pragmatic Analysis of the Language of Cosmetic Advertisements

Guided by the speech act theory and politeness principles,this paper analyses the classification and features of cosmetic advertising,and discusses the issue about the influence of politeness principles.Analysis shows that the advertiser always try to apply various ways to make the advertising language vivid and attractive,so as to not only achieve their ultimate aim to sell products,but also avoid violating their potential buyers in language as well.