A Contrastive Study of Chinese and English Cosmetics Advertising Discourse Patterns and Politeness Strategies

摘要：广告不仅仅是一个复杂的交际媒介，同时也是一个信息传达和劝诱的媒介。一则广告成功与否，其关键则在于这个广告是否能够有效地激起消费者的心里联想，换句话说就是，它是否迎合消费者的品味。化妆品广告是化妆品生产商推销其产品的重要途径。随着市场经济的发展，化妆品行业取得了令人瞩目的成就。按照化妆品市场的现状及其发展趋势，它现在迫切需要对化妆品广告语言进行系统深入的研究。本文主要是通过研究英汉化妆品广告的语篇模式和礼貌策略来分析和理解两者之间的异同。

关键词：化妆品广告，语篇模式，礼貌策略

Abstract: Advertising is not only a complicated medium but also a process of information transmission and persuasion. The key to the success of advertising is to see whether it can effectively arouse customers’ psychological association and that’s to say whether it can cater to the customers’ interests. Cosmetics advertising is an important way for cosmetics producers to promote their products. With the development of market economy, the cosmetic industry has achieved remarkable results. The current situation and the development of cosmetic market urgently need a deep and systematic research on cosmetic advertising language. In this paper, we mainly study the discourse patterns and politeness strategies of Chinese and English cosmetics advertising in order to analysis the similarities and differences between them.

Key words: cosmetics advertising, discourse patterns, politeness strategies