从语言学的角度分析化妆品广告
从女性语言审美看化妆品广告语言特色
从女性语言审美看化妆品广告语言特色作者：李凤琴来源：《新教育时代·学生版》2017年第12期摘要：化妆品与女性的生活息息相关，为了更好地销售，一般商家的化妆品广告都是针对女性来设计的。
本文主要从语音、语法、词汇、情感几个方面，结合化妆品广告的语言实例，从女性语言审美的角度具体分析化妆品广告的语言特色。
关键词：女性语言审美化妆品广告语言特色语音语法词汇情感著名的广告大师李奥·贝纳曾说：“文字是我们这个行业的利器，文字在意念表达中注入热情和灵魂。
”[1]由此可以看出，文字语言是广告的核心。
化妆品广告语言也不例外，它讲求文字的锤炼。
但是它又与其它广告有明显的不同之处，它的语言魅力并不是单一地展现在实用性和功能性上，同时还展现在情感诉求上。
这是女性的语言审美在化妆品广告语言上的体现。
[1]前人在研究化妆品广告语言特色时大多是单纯的从化妆品广告的语言切入，如研究化妆品广告语言修辞、文体特色、语音、词汇等，在研究时也是专攻一方面，很少有概括性的总结。
本文基于化妆品广告语言特色的研究现状，以女性的语言审美为切入口，在关注语言的同时也关注化妆品广告语言所要表达的情感诉求，从而更全面地对化妆品广告的语言特色进行剖析。
[2]一、化妆品广告语言在语音上的特点当我们仔细观察时就会发现化妆品广告语言具有和谐之美，读起来琅琅上口。
1.善于押韵的韵律美押韵是“加强节奏的一种手段，犹如鼓点，它可以使诗的音强更加响亮，增加读者听觉上的美感”[2]在诗歌中，押韵可以使诗句富有音乐美感，节奏鲜明，使诗作在具有难度的同时也具有一个切入点。
在化妆品广告中也一样，过于“朴素”的广告词难以入女性的法眼，这样一来切入点也就变得不那么明确了，不利于化妆品的销售。
如下：（1）茚象泉，养天然。
（茚象泉）（2）明星风采，纯纯关怀。
（美加净）例（1）中“泉”与“然”，例（2）中的“采”与“怀”都运用了押韵，回环往复进而增加广告词的美感，拉近与“美”的距离。
论化妆品广告语的语言特点
论化妆品广告语的语言特点
化妆品广告语中语言特点非常明显，它们通常都是以潜台词方式中对宣传对象影响其目标消费群体的品牌形象、产品功效及服务优势。
其中包括宣传语及文案式的广告招牌和短句，组织起来能吸引消费者的注意，特别是在网络上的传播上，让用户一看到广告就能印象深刻，勾起兴趣，有了好的形象和有好的印象，可以更容易把让消费者留下他们想要了解宣传对象的印象。
一般来说，化妆品广告语中用到的文字类型很简单，只用极少的单词就能表达出句子的意义，在创意的时候容易上手，吸引力比较强，而且也很容易印象深刻。
另外，在使用时，多使用了一些语义成型的短句，运用了极少的词语组成的短句表示出的句子，同时催促消费者下单，比如“快来抢购”；或是大大突出了消费者的收获，比如“实现你美丽梦想”等等。
此外，化妆品广告语通常也会附上具体情况介绍，比如：“购买满200元送精美礼品”，这样说明化妆品并不是一次性消费，而是以长期购买为主. 或者还会突出得以免除一些后果出现，比如：“全身喷香，不臭不痒”，突出了产品的功效，有助于吸引消费者的兴趣和好感。
关键词：化妆品广告语，潜台词，文案式的广告招牌，语义成型的短句。
论化妆品广告语的语言特点
论化妆品广告语的语言特点冯娟娟“广告，顾名思义，广而告之。
它是指通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。
”在 商品经济时代，广告借助各种大众传媒进入人们的生活之中，成为人们获取商品信息最重要的途径之一。
化妆品广告语作为一种媒介，连接着消费者与商品，用其具有特点的语言帮助商家广告销售其商品，使消费者更大程度去了解产品，从而进行消费活动。
随着时代的发展，化妆品广告语也发生了质变，在语言方面也形成了一系列固有的特点。
本文从腾讯视频和爱奇艺视频两大网站上收集了各大化妆品的广告语，将从词法、句法和修辞方面对化妆品广告语的语言特点进行分析。
1 化妆品广告语的词法特点在词法方面，化妆品广告语的特点主要体现在较多使用“动宾”结构和较多使用“形容词”两方面。
1.1 较多使用“动宾”结构汉语化妆品广告中，经常使用“动宾”结构来阐述产品的功能和特点。
如使用补水、祛斑、保湿、脱毛、锁水、美白、修颜、防晒等词。
如：（1）你是不是还在担心自己不美？艾米儿粉底液帮你轻松解决一切难题：持久保湿、均匀提色、无痕遮瑕、轻薄控油！让你体验水润至薄清透裸妆！（AMIIR粉底液） （2）25岁开始，玉兰油多效修护霜：一瓶对抗7大肌肤问题：紧肤、抗皱、保湿、嫩肤、匀色、提色、缩小毛孔，使肌肤总在年轻状态，永远的25岁。
（玉兰油多效修护霜）例（1）中该粉底液的广告中连续使用了四个“动宾”结构：“保湿”“提色”“遮瑕”“控油”来阐述产品的最大特点，这样简单的表达方式让消费者对产品一目了然多重功效可以吸引消费者的关注。
例（2）中，使用了更多的“动宾”结构来宣传：紧肤——紧致肌肤、抗皱——全面抗击皱纹、保湿——保湿，使肌肤水润、嫩肤——使肌肤嫩滑、匀色——均匀肤色、提色——提亮肤色、缩小毛孔全面对抗七大肌肤问题，“嫩肤”在这里是单音节形容词加上名词相当于“动词+宾语”，用来介绍产品则表示使肌肤嫩滑，形容词放在名词之前，回给人美感，吸引消费者。
从语言学的角度分析化妆品广告
• 语言的精髓并非是对事物进行描述---而是掌 控读者的思想，这正是广告语所体现的一 般目的性。
• 随着如今经济的发展，化妆品已经逐渐成 为女性生活中所不可或缺的一部分。相信 大家对欧美的化妆品诸如雅诗兰黛，伊丽 莎白· 雅顿 ，倩碧等等都有所了解。今天， 我们用从语言学的角度来分析一下这些化 妆品的广告用语。
有一家报纸声称：“女人不再穿着胡佛围裙，她 们身着香奈儿，迪奥套装，男人开始抱怨在家中 的位置。
• 男性作为受众—性别不同，语言方式不同
针对男性的广告通常倾向描绘男子的“财 富，权利，成功和控制”。精明的广告攥稿 人也善于塑造这类的阳刚形象。因此，在化 妆品广告，和以女性为目标的广告相比，以 男性为目标的语言强调男性更为”残酷的阳 刚之气“。
“Even sticky pots come out sparkling clean!”and “Your kitchen's cleaner all day because G-E holds （and hides)dirty dishes and utensils as you use them”(1952)
从语言学角度分析英语的化妆 品广告
• The Language used does not have the sole aim of describing something---It is used to gain mastery over the reader’s imagination , and that is the common aim it shares with advertising.
Dare to change your mind about AVON.As time goes by,you'll be glad you did.(1997)
化妆品广告语言的词汇特色
化妆品广告语言的词汇特色在化妆品广告语言中，词汇的运用显示出较为鲜明的特色。
通过研究发现，其常用词以名词和形容词为主，另外就是多使用一些能体现化妆品词汇特色的颜色词语和外来词语，以凸显和契合此类商品的品质特征。
标签：化妆品广告语言词汇特色在化妆品广告语言中，要想选择既能表情达意，又能表现某种产品性能用途的词，实在不是一件容易的事。
通过对化妆品广告语言的实例分析，我们发现此种广告语言在词汇使用方面具有一些较为突出的特点。
一、善用名词，强化记忆在化妆品广告语言中多使用商标类名词和表示事物特征的普通名词，其目的主要是为了强化广告受众的记忆，引导受众消费。
（一）商标类名词广告语言主要用于传递产品的相关信息、宣传产品功效。
在化妆品广告语言中，经常使用产品的商标类名词（商标的名称）来传递产品的相关信息，这样能让受众对产品建立熟悉感，强化受众的记忆，激发受众的好奇心，从而产生购买欲。
例如：（1）今天的发型，由雅黛开始。
（雅黛牌发乳）（2）随88所至，展发型风采。
（88牌化妆品）（3）究竟谁是最新力士国际影星。
（力士牌香皂）（4）苗条天资，来自洁士。
（洁士苗条霜）以上各例，尽管宣传的内容各不相同，但是商标的名称都被嵌入到广告语言中。
要想宣传自己的产品，让产品的信息能给受众留下深刻的印象，当然需要让受众知道产品的名称等必要信息。
广告信息传递的一个重要特点就是强制性，当广告受众第一次接触到这样的广告时，不管是否愿意，对产品的名称首先会有一个初步印象，长此以往就不知不觉记住该产品了，进而想进一步了解该产品的其他相关信息。
当需要购买时，面对商场琳琅满目的商品拿不定主意时，那么，大脑中熟悉的产品名称往往会是首选。
因此，广告语言中使用商标类名词的重要作用自然不言而喻。
（二）普通名词在现代汉语中，名词数量庞大，但是在化妆品广告语言中，使用频率最高的是那些具有特色鲜明的少数名词。
例如：1.斑（5）雀斑患者的福音，治标治本效果佳。
化妆品广告语言的女性化特色分析
化妆品广告语言的女性化特色分析广告语言作为广告的重要组成部分，具有特殊的研究价值。
本文从生动形象、委婉含蓄和平易简明三个方面来讨论化妆品广告语言的女性化特色。
标签：化妆品；广告语言；女性特色语言是广告的核心，是广告的“眼睛”，对其进行研究具有重要的意义。
优美的广告语言不仅是传递信息的重要载体，而且有助于提高广告受众的审美情趣。
化妆品广告的目标受众主要是女性，女性主宰着化妆品消费的主流，谁抓住女性消费的脉搏，谁就真正把握了商机。
因此，在化妆品广告语言中呈现出比较鲜明的女性化特色。
由于女性在使用语言时会不自觉地考虑到社会已经赋予她们的身份、地位、模式，因而形成了一种比较鲜明的语言风格。
化妆品广告语言的女性化特点主要体现在以下几个方面。
一、生动形象女性习惯于形象思维，富于感性。
在接受语言信息时，较为偏爱具体形象的表述方式。
因此，在化妆品广告中较多地选择比喻、比拟、通感等描绘类的修辞方式，来增强语言的表达效果，加强语言的生动可感性，力争贴近女性受众的言语习惯，感染女性受众，引发她们的注意力并促使其产生购买的行为。
（一）比喻比喻，俗称“打比方”，就是根据不同事物的相似点，利用联想，用另一个事物来描绘所要表现的事物的一种辞格。
由于它具有生动、形象、具体的特性，因而很有吸引力，易于打动人们的情感。
例如：（1）毛孔收细了，肌肤就像剥壳鸡蛋般细致光滑。
（玉兰油活肤精华霜）（2）如繁星般灿烂，如行云流畅。
（洗发香波）（3）天然精华，如水轻柔。
（浴液）（4）像火焰般热情。
（火焰牌唇膏）（5）轻轻抹去岁月的痕迹。
（雅姿护肤品）例（1）-（5）均使用了比喻的修辞手法，大大增强了语言的感染力。
如例（1），毛孔收细的肌肤和剥壳的鸡蛋是两个不同的事物，但有某种相似之处，用剥壳鸡蛋的细腻光滑来比喻毛孔收细的肌肤，利用联想，使人们对所描绘的对象有一个更具体，更形象的印象。
再如例（4），唇膏和火焰也是两个不同的事物，但是它们有相似之处，使人们对所描绘的对象有了一个更具体、更形象的感受，从而产生强烈的好奇心，诱导女性受众萌发购买的欲望。
从语言学的角度分析英文化妆品广告
中文摘要语言作为一种交流的工具，在日常生活中扮演着重要的角色。
不用专业的语言具有其不同的目的性。
英语化妆品广告语言，和其它任何一门专业英语一样，有着自己很独特的用词特点。
本文主要从词汇、句法、修辞等方面对中英文化妆品广告语言进行分析比较。
主要从以下几个方面进行全面详细的阐述。
首先，介绍了化妆品的历史，然后分别选择三个NIVEA（妮维雅）广告说明上个世纪的化妆品广告的信息结构发展的总趋势广告。
同时，对针对男性和女性对化妆品广告不同的不同理解和认识进行比较，显示出交流和传递信息过程中运用了不同类型语言的重要性。
另外，描述了在日常生活中，传统的男女性别功能的改变，如妇女的形象“从母亲和儿童保育转变成了注重外表保养的魅力女性”。
通过一些化妆品的语言可以清楚的看到这种转变。
其次，向读者介绍了化妆品书面广告功能的概念，指出信息和描述的合作和互动是化妆品广告语言的主要功能。
同时，整个论文的语言分析大纲也在这章中提到，使读者对每章的详细内容有所了解。
词汇进行分析，包括名词，动词和形容词的特点和用法，以及他们在化妆品广告的语言描述和信息传递中的作用。
同时，每个词性单词比例的不平衡类显示出它们各自在信息传递过程中不同的功能。
此外还集中论述了词组、复合词、关系词汇，例如：名词组，动词词组，形容词和副词词组；反义词，同义词和多义词以及其特殊表达在化妆品广告中的功能。
再次，主要介绍了一些违反语言学常规的化妆品广告语言功能，其中包括语法错用和词汇错拼，以及这种错拼和错用造成的语法歧义作用。
探讨了有关传递信息过程中的时态和语态问题。
分析了化妆品广告语中从句的使用。
值得注意的是，一些独立从句，如非限定从句也通常作为独立的句子使用。
其他限制性从句，如名词从句，定语从句和状语从句通常在化妆品广告语言中出现。
最后，通过前面对词汇和句法结构的分析，文章结尾部分主要探讨了化妆品广告修辞运用，因为“它是广告的灵魂和生命”（Pandya，1977:31）。
浅析英语化妆品广告语言的特点
（２）１ ｗｅａｒ ｎｏｔｈｉｎｇ ｂｕｔ ａ ｆｅｗ ｄｒｏｐｓ ｏｆ Ｃｈａｎｅｌ Ｎｏ．５． （２）例为 著 名 美 国好 莱 坞 影 星玛 丽 莲 ．梦露 所 说 。它 抓 住女 性 的依 附追 随 心理 ．以偶像 来 激 发 女性 对 ５号 香 水 的 热情 。多数 英 语化 妆 品 的广 告语 是 陈 述句 ．凸显 产 品 陈 述 的肯 定 性 以及 对 事 实 的有 效 描 述性 。引发 女 性 的依 附 追 随 心 理 ２．２．２契合女 性优柔寡 断的特点 ．使用疑 问句。 疑 问句 在广告 英语 中颇受青 睐 。据统 计 ．每３０句 话 中就 会 出现 一 句 疑 问句 …。化 妆 品 广 告 中 的 疑 问句 并 非 仅 仅 提 出 问题 ，而是从侧 面衬托产 品的优 势 。化妆 品广 告的受众 以女 性为主 ．女性 在判 断事物 时 ．存 在优 柔寡 断和不 确定 的心理 倾 向 ，而疑 问句正好 具有 这种特 征 ．因此 运用疑 问句 能吸 引 女性受众 ，提高 广告的宣传 力度 。如 ： （３）Ｉｓ ｔｈｅｒｅ ａ ｓｕｐｅｒ ｉｏｒ ｗａｙ ｔｏ ｇｌｏｗ？— — Ａｂｓｏｌｕｔｅｌｖ．［５瑚 （３）例 以一般 疑问 句开篇 ，吸引受众 的注 意力 。回答 肯 定 ，无 疑消 除了女 性 的忧 虑及 疑问 。肯定 了产 品 。化 妆 品广 告常用 疑问句 ，契合 女性优 柔寡 断 的特点 ．吸 引女性受 众 的 注意力 。肯定产 品优 势 。 ２．２．３抓住女性抒 情 的特性 ．使用感 叹句 。 感 叹句 是女性抒 发感情 的惯 用旬 式 。为 了传播 产 品信 息 ．向女性受 众介绍 某种 商 品的优点 ．化 妆 品广告商 抓住女 性经常 运用感 叹句 的特点 ．将 感 叹句 引入 化妆 品广告 语 言 中 ，使女 性受众感觉 更亲切 ，更 易接受相 关信息 。如 ：
论化妆品广告语的语言特点
论化妆品广告语的语言特点作者：冯娟娟来源：《知识文库》2018年第14期“广告，顾名思义，广而告之。
它是指通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。
”在商品经济时代，广告借助各种大众传媒进入人们的生活之中，成为人们获取商品信息最重要的途径之一。
化妆品广告语作为一种媒介，连接着消费者与商品，用其具有特点的语言帮助商家广告销售其商品，使消费者更大程度去了解产品，从而进行消费活动。
随着时代的发展，化妆品广告语也发生了质变，在语言方面也形成了一系列固有的特点。
本文从腾讯视频和爱奇艺视频两大网站上收集了各大化妆品的广告语，将从词法、句法和修辞方面对化妆品广告语的语言特点进行分析。
1 化妆品广告语的词法特点在词法方面，化妆品广告语的特点主要体现在较多使用“动宾”结构和较多使用“形容词”两方面。
1.1 较多使用“动宾”结构汉语化妆品广告中，经常使用“动宾”结构来阐述产品的功能和特点。
如使用补水、祛斑、保湿、脱毛、锁水、美白、修颜、防晒等词。
如：（1）你是不是还在担心自己不美？艾米儿粉底液帮你轻松解决一切难题：持久保湿、均匀提色、无痕遮瑕、轻薄控油！让你体验水润至薄清透裸妆！（AMIIR粉底液）（2）25岁开始，玉兰油多效修护霜：一瓶对抗7大肌肤问题：紧肤、抗皱、保湿、嫩肤、匀色、提色、缩小毛孔，使肌肤总在年轻状态，永远的25岁。
（玉兰油多效修护霜）例（1）中该粉底液的广告中连续使用了四个“动宾”结构：“保湿”“提色”“遮瑕”“控油”来阐述产品的最大特点，这样简单的表达方式让消费者对产品一目了然多重功效可以吸引消费者的关注。
例（2）中，使用了更多的“动宾”结构来宣传：紧肤——紧致肌肤、抗皱——全面抗击皱纹、保湿——保湿，使肌肤水润、嫩肤——使肌肤嫩滑、匀色——均匀肤色、提色——提亮肤色、缩小毛孔全面对抗七大肌肤问题，“嫩肤”在这里是单音节形容词加上名词相当于“动词+宾语”，用来介绍产品则表示使肌肤嫩滑，形容词放在名词之前，回给人美感，吸引消费者。
英语化妆品广告中的概念语法隐喻体现及其功能
语言新探英语化妆品广告中的概念语法隐喻体现及其功能田兰三峡大学外国语学院摘要：广告是一种特殊的交流方式，它存在于世界的每一个角落，在日常生活中扮演着十分重要的角色。
已有广告的研究分别是从本体学、语用学、文化和隐喻等角度进行的。
然而，鲜有研究是从系统功能语言学角度出发，分析英语化妆品广告。
因此，本文尝试以系统功能语言学中概念语法隐喻为理论框架，研究英语化妆品广告中的语法隐喻及其功能。
关键词：英语化妆品广告；语法隐喻；应用一、引言随着社会和经济的发展，广告在我们的生活中变得越来越重要。
为了使广告最大限度地达到说服的目的，广告商想尽一切办法使广告语尽可能地具有吸引力和有效性。
语法隐喻是实现其目的的有效途径之一。
虽然语法隐喻已经在一些具体的语篇中得到了研究，但在广告语中对语法隐喻的分析并不多见。
本文的目的是研究英语化妆品广告语中的语法隐喻，明确语法隐喻在帮助英语广告达到说服目的方面的作用。
二、韩礼德的语法隐喻理论"语法隐喻”这一概念是M.A.K.Halliday在1985年出版的《功能语法导论》一书中首次提出的。
语法隐喻指的是，当一个词汇语法结构不是用于表达它原先通常所表达的意义时，这个表达形式就是语法隐喻。
这里的“它原先通常所表达的意义”说的是，特定的词汇语法结构通常表示特定的意义，例如，语法中的名词通常表示物体、事情、概念，而动词则表示动作或行为；语法中的陈述句表示陈述意义(提供信息、陈述事实)，这种情况就是一致式。
但是，当名词不用来表示物体、事情、概念而是用来表示动作或行为，或当陈述句不表示“陈述”意义而表示“请求”意义时，这就是语法隐喻。
在研究语法隐喻时，根据元功能区分把语法隐喻分为概念语法隐喻、人际语法隐喻和语篇语法隐喻。
在本论文中主要探讨概念隐喻在英语化妆品广告中的体现及其功能。
三、概念语法隐喻概念功能在三大纯理功能中起到基础作用，概念语法隐喻也是语法隐喻研究的核心。
及物性系统是语法隐喻的一个重要的理论基础，语法隐喻是由及物性系统实现的。
化妆品广告的批判话语分析
化妆品广告的批判话语分析【摘要】本文运用批评性话语分析理论，从体裁分析方面对化妆品广告进行了分析。
反映了化妆品广告的语言特点和语言运用规律，希望能帮助消费者提高对广告的批判意识，实现理性消费。
【关键词】化妆品广告；批判话语分析；体裁分析一、引言化妆品在现代女性生活中不可或缺，随之而来的化妆品广告更是随处可见，并对大部分女性的消费行为有着积极或消极的影响。
本文运用批评性话语分析理论，从体裁分析方面对化妆品广告进行了分析。
反映了化妆品广告的语言特点和语言运用规律，希望能帮助消费者提高对广告的批判意识，实现理性消费。
二、批判性话语分析出现于20世纪70年代末的批评性话语分析是现代语言学研究的一个新兴分支，旨通过对话语的分析研究，揭露不平等的权力关系。
批评语言学倡导对语篇尤其是“公众语篇”进行批评性分析，以增强人们的“语言意识”，提高人们对语言运用的鉴赏和批评能力，以便更好地应付当今广告语言对社会生活越来越广泛的介入[1]。
批判性话语分析采用了Fairclough所倡导的，研究语言既要回答有关“是什么”的问题，也要发现“怎样”和“为什么”的问题，即不仅研究语言是什么，为什么是这样，而且在研究篇本身的意义的同时对语篇产生这种意义的过程感兴趣。
三、体裁分析John Swales 曾提出体裁是交际事件的一种分类，其中语言起着极其重要的作用[2]。
不同体裁的文本，其语言风格特点、组织模式也不同。
广告是一种特殊的语篇，目的是为了引导消费、刺激消费。
广告的语言、组织模式能否通过传达信息达到这一目的，直接关系到了企业的利益。
根据广告语言的体裁，可以从以下四方面进行分析。
1.结构广告话语通常有一个具有逻辑性的总体结构。
化妆品广告的结构通常可分为四个部分：情景、问题、解决办法以及评估。
例如：①我要肌肤透白完美，②哪怕你靠近到十厘米，③OLAY美白科技层层渗透肌底，对准黑色素根源，淡化色斑，匀亮肤色，④近到十厘米挑战光、透、白。
化妆品广告语言表述研究
化妆品广告语言表述研究随着人们生活水平的提高，对于化妆品的需求越来越高。
而对于化妆品厂商来说，如何在良心经营的同时，让顾客选择他们的产品，成为了一个重要的问题。
广告作为化妆品宣传的重要手段，语言表述的能力起着决定性的作用。
本文旨在通过对当前化妆品广告语言表述的调查研究，探讨广告语言应该如何有效传递产品信息，引导顾客购买。
一、化妆品广告语言的特征化妆品广告语言表述的方式非常丰富，但是我们可以发现其有以下三点特征：1、感性化：化妆品广告的语言大多是感性化的，强调“心动情感”和“美丽幸福”。
这些广告语言经常使用各种美丽的形容词，例如“光滑、柔顺、柔和、自然”等等，来表达产品本身的质感和与人们生活的联系。
例如，IPSA广告就很好地表达了这一点，“所以，IPPUN美肌拥有的透亮、富有明亮感和活力的肌肤，是不需要在妆容上再做过多的修饰。
”2、科学化：尽管化妆品广告语言强调情感因素，但在市场逐渐竞争剧烈的当下，科学敏感性也要求广告语言必须要有一定的专业性和科学性质。
因此，让消费者相信产品在科技方面的领先性是非常重要的。
以SK-II广告为例，“在唯一的细胞汁里，由密集海藻，名为Pitera™，所分泌的44 种硬质营养和18 种氨基酸，都是获得年青、水嫩、怡人的美肌秘诀。
”3、个性化：化妆品广告语言通过创新的语言表述，引导消费者产生自己独特的美感体验。
例如，“轻体验（SHEEN）”、“唯我独享（Fresh）”等等。
例如，YSL广告的“服贴于女性唇部的唇露，将能陪伴您闪耀夜空，自然保湿，自然风貌。
”它运用的语言下意识地创造了它自己的个性，并让消费者体验到产品的个性化特点。
二、化妆品广告语言表述的策略为了吸引更多顾客，广告商在化妆品广告语言表述方面都有着各种策略。
1、自然愉悦法在化妆品广告中，自然愉悦法的语法结构经常使用主体+动词+能力/状补的结构，例如“这个产品能让你变成漂亮的人，让你的肌肤效果拥有自然美、健康美。
化妆品牌广告语言的社会语言学研究
摘要广告，作为传播商业信息的有效手段，已经逐渐深入到人们日常生活的各个领域，成为现代社会生活不可或缺的组成部分。
在广告的诸多因素之中，广告的语言对人们的影响力是最不容忽视的，也许许多人记不住广告的具体内容，但是人们却可以脱口而出一些经典的广告语。
可以说，语言的活力在广告语言中体现得最为显著。
随着科学技术的进步和人们生活水平的提高，人们越来越追求美，化妆品的出现满足了人们对于美的追求。
无论是男士还是女士，都认为化妆品是品质生活的象征。
化妆品消费群体的不断增长导致了化妆品牌的陆续增加。
由于化妆品行业竞争日益激烈，越来越多的商家选择利用广告推广产品，增加品牌的知名度，这使得化妆品广告应运而生，成为广告大家庭中的一员。
为了达到吸引消费者的注意、宣传和销售产品的目的，化妆品广告语言的使用不同于其他日常用语，以其独特的艺术魅力成为了众多广告语中靓丽的风景线。
近年来，随着国内外学者对于广告语研究的不断深入，化妆品广告语作为新生代的研究话题也逐渐受到关注，众多学者从语言学的各个领域对其展开了分析。
笔者发现，尽管有从社会语言学的角度对化妆品广告语进行分析的论文，但其也只着重分析化妆品广告语言的总体特点。
本篇论文旨在以社会语言学为出发点，对化妆品广告的语言作出更加具体的分析。
具体的的研究问题是：1、化妆品广告语语言使用有什么特点？2、针对不同性别的化妆品其语言使用有哪些异同？3、针对不同年龄的化妆品其语言的侧重是否不同？本研究从网络、报纸、电视、广播、杂志等多种传播媒体中收集到了100条具有代表性的化妆品广告语，以语言与性别研究、语言的变异、语言与社会的关系、动机理论等相关语言学理论为指导，采用定性分析的方法，对这些广告语语料的应用进行了系统分析。
研究发现，高频词、谐音字、中文和英文的结合、网络流行语的使用是化妆品广告语言使用上的总体特点；针对男性和针对女性的化妆品其语言使用的共同特点是善于运用省略句和排比句，不同之处是针对男性的化妆品广告使用更多的祈使句、数字词和物质名词，以此凸显男士的情感力量和理性思维；针对不同年龄的化妆品其语言的侧重不同，儿童产品的广告语言强调父母对孩子的爱，青少年产品的广告注重点名产品的简单和高效，年轻女士产品的广告注重强调产品保持肌肤活力的功效、着重渲染产品的“奢华”特质、善于使用富有文艺气息的文字，中年女性产品的广告善于强调此类产品“抗皱”、“重现活力”的功效并注重解释产品中健康的天然成分。
美容化妆品广告的语言分析与文化意义研究
美容化妆品广告的语言分析与文化意义研究第一章：引言美容化妆品广告是现代社会中不可或缺的一部分，从商业角度来看，其目的是为了吸引消费者购买产品。
但是，广告中的产品和言语背后涵盖了很多的文化意义，这些文化意义反映了社会和人们的价值观和思想观念。
因此，本文将从语言角度分析美容化妆品广告的文化意义，探讨广告语言如何传递和塑造社会文化价值。
第二章：美容化妆品广告的语言特点美容化妆品广告的语言特点主要集中在以下三个方面：1.消费者主义思想广告中的语言充满了消费者主义思想，通过美化和标榜某种品牌和产品来吸引消费者购买。
例如，“全球最畅销的抗衰老品牌”，“顶级的面部护理品”，“革命性的新发明”等。
2.道德价值观和社会角色广告中的语言还反映了现代社会中的道德价值观和社会角色。
例如，“女人应该有柔软的美丽，和男人一样的能力”，“美丽的女人，自信、自主、自立”等。
3.科技和创新在科技和创新方面，广告语言采用了各种各样的词汇来强调产品的先进性和创新性。
例如，“纳米技术”，“紧致修复技术”，“全新的独特成分”等。
第三章：美容化妆品广告的文化意义广告语言是社会和文化背景下的产物，美容化妆品广告中的语言背后反映了很多的文化意义。
1.美丽标准的改变美容化妆品广告中的语言反映了人们对美丽标准的改变。
从过去对于白皙肌肤和长发飘飘的标准到现在更加注重个性和内在美的标准，广告语言逐渐抛弃了之前过于刻板的美丽定义。
2.性别角色的改变美容化妆品广告中的语言还反映了性别角色的改变。
过去，广告中的女性形象经常是被动的、柔弱的，而现在，广告则更加注重女性自立和自主的形象。
这种变化不仅反映了女性社会地位的提升，也反映了女性价值观和思想观念的改变。
3.科技和创新的影响广告语言中充分体现了科技和创新对美容化妆品产业的影响。
从纳米技术到新成分的使用，这些创新技术和成分改变了人们对于美容产品的认知和使用方式。
第四章：美容化妆品广告的文化误解在美容化妆品广告中，有时候会出现文化误解。
化妆品广告语修辞分析
化妆品广告语修辞分析摘要：本文以“化装品广告语辞格〞为研究对象，从语音、词汇、语法及超常搭配等方面探究化装品广告语中辞格的修辞技巧。
关键词：化装品；广告语；辞格一、语音修辞语音变异的应用使语言具有一定的音韵美与节奏美，听起来抑扬顿挫，铿锵悦耳。
化装品广告语言中语音变异主要体现在下列两个方面。
1.运用同音词形成双关化装品广告语恰当地运用同音词语和多义词语可以使得语言表意丰盛、活跃含蓄，字面和词义上的全新搭配便于营造一种新鲜的趣味，给消费者留下深刻的印象。
如：清理油光,远离孔慌。
(芙丽芳丝清脂调护精华液)利用同音字“恐〞与“孔〞表现了该产品的主要成效，简洁凝练，朗朗上口，在众所周知的“远离恐慌〞这一成语根底上，又预设了“孔〞与“恐〞是谐音，广告还预设了“孔〞指“毛孔〞，意在叙述芙丽芳丝的产品缩小您的毛孔，改善您的肌肤。
2.应用叠音词构成叠音在化装品广告语中有时会重复使用同一个词或字，使句子有很强的节奏感。
叠音的运用在形象的叙述上更为生动、细腻，会增强观众对广告的感知力，加深人们对它的印象。
如：肌肤就像白白嫩嫩的杏仁豆腐。
(杏仁蜜)“白白嫩嫩〞是AABB式的叠音形容词，“白〞的叠音加形容词“嫩〞的叠音,“白白嫩嫩〞中的“白白〞表示程度加深,“嫩〞表示颜色浅，“嫩嫩〞表示程度就加深了。
二、词形修辞1.更换语素构成仿拟仿拟是指依照人们熟知的语言材料，根据需要临时发明出新的词、句、篇的一种辞格。
化装品广告语常通过谐音或仿拟的伎俩，更换人们熟知的词，短语或句子中某些语素，而到达似曾相识而又赋予新意的效果。
如：新焕“眼〞一新。
〔眼镜店广告语〕这那么眼镜店广告语，是仿造“焕然一新〞而发明出容易理解的新词，这种更换旧词语素，发明新词的手法，在形式上给人似曾相识的感觉，意义上也容易理解，更容易使人记住。
2.拆分词语构成拆词为了叙述的需要，成心将一些多音词或固定词组别离开来使用，以叙述某种特别的意义，这种修辞办法叫拆词。
化妆品广告语的语用分析
化妆品广告语的语用分析随着人们对美的追求日益增多，各种各样的化妆品广告铺天盖地而来，从海报到电视广告，无所不包。
而这些广告宣传语的语言形式与造就影响着消费者的购买选择和品味取向。
本文旨在通过对化妆品广告语的语用分析，揭示其所蕴含的消费心理和营销手段。
一、语言形式大多数化妆品广告宣传语都借助了一些修辞手法来吸引顾客的眼球，例如用细致柔和的音调、美丽、高雅的词语或者一些广告语为了达到引人注意的目的。
通常来讲，修辞手法的良好运用可以提高广告语的吸引力和记忆度，对消费者产生更好的心理影响。
比如：雅诗兰黛的广告，品牌是传奇性的存在，早已成为了奢侈品牌的代名词，广告语“让美丽无瑕，生活更美好（flawless beauty. perfected life.）”瞬间打动着消费者内心，这种广告宣传语通过简洁痛快的文字，表达出了消费者对于美好生活的向往，同时也在强化雅诗兰黛品牌的高档气质。
二、语言功能化妆品广告语的语言功能包括信息传递、情感激发、品牌强化等方面。
对于信息传递，广告宣传语具有抓住消费者的注意力，让消费者在短时间内全面了解产品的使用方法、功效和质量，从而强化其影响力。
而情感方面，则是依靠化妆品广告语的文化感染力，努力让消费者在当中感受快乐、舒适、尊贵、高雅、自由、自信的品牌情感。
此外，品牌强化也是化妆品广告语的重要功能之一，通过长久的品牌宣传和广告语的紧密配合，来加深消费者对品牌的认同，强化品牌在市场竞争中的竞争力。
三、语言特点1.美化言辭化妆品广告语的语言特点通常是优美、丰富和精致的词汇，往往给人以美的享受和心理满足，同时也与消费者身心感受相接。
比如，SK-II的广告语“变美让自信不断炫，SK-II让瑰丽生动盛放”既描绘出产品的美好效果，也向消费者灌输了自信心，让消费者感觉到SK-II的产品可以让美女们向前迈进。
2.浪漫形式化妆品广告语的语言形式多姿多彩，常以诗意、歌声、幻想的方式呈现，让人们有种爱情般的浪漫感觉。
试析化妆品广告语言的审美特色
试析化妆品广告语言的审美特色优美的化妆品广告语言不仅是传递商品信息、宣传产品功能的重要载体和手段,而且其中所蕴含的情感美、语音美和形式美,都鲜明地体现出此种广告语言特有的审美特色,有助于激发人们对美的欣赏与追求,增强广告宣传的效果。
本文主要从情感美、语音美和句式美三个方面,结合化妆品广告语言的实例,具体分析这种语言的审美特色。
标签：化妆品广告语言审美特色广告大师李奥·贝纳说:“文字是我们这个行业的利器,文字在意念表达中注入热情和灵魂。
”[1]另一位广告大师大卫·奥格威也说:“广告是词语的生涯。
”[2]可见,语言是广告的核心,是广告的“眼睛”。
优美的广告语言不仅是传递信息的重要载体,而且有助于提高广告受众的审美情趣,能够激发他们对美的欣赏与追求,从而产生购买欲,以实现广告宣传的最终目的。
广告是以视觉和听觉为基础,以情感为内涵的综合性艺术。
这种艺术取决于修辞的魅力。
鲁迅在《汉文学史纲要》中指出,汉语具三美:“意美以感心,一也;音美以感耳,二也;形美以感目,三也。
”[3]本文从情感、语音和句式三个方面来分别探讨化妆品广告语言的审美特色。
一、化妆品广告语言的情感美“在现代社会,……人际的直接交往日益减少,感情日益淡化。
现代人在心里更加渴望人间的温情。
”[4]因此,广告行为主体在创作化妆品广告作品时,将感性诉求的主题用于广告的创意中,将会产生意想不到的表达效果。
下面试从亲情、爱情和友情三个方面来讨论化妆品广告语言的情感美。
(一)亲情美亲情是人类最重要、最为珍视的情感之一,表现亲情诉求、展示亲情之美已经成为许多广告取悦受众的一把利剑。
把丝丝温暖的亲情融入到看似无情的商业行为之中,无形之中淡化了浓浓的商业味,满足了广告受众灵魂深处对于情感的需求与祈盼,激发了他们的情感共鸣,在不知不觉中诱导着他们的购买行为。
例如:(1)沐浴在妈妈的爱心里。
(婴儿香皂)(2)看,妈妈,没有蛀牙。
(佳洁士牙膏)(3)让母亲重温年轻的梦。
从中英文化妆品广告语看东西方文化差异-最新文档
从中英文化妆品广告语看东西方文化差异一、引言化妆品市场在发达国家的迅速发展，为许多著名化妆品品牌提供了巨大商机,如兰蔻，资生堂，倩碧等。
人们购买化妆品的原因并不总是基于个人需要,也因为品牌背后的隐含意义:象征了优越的经济实力和较高的社会地位。
因此,化妆品公司利用了消费者的心理特点，想尽一切办法说服他们购买自己的化妆品，如利用化妆品广告宣传。
然而，化妆品广告中最具吸引力的部分是语言。
本论文从语言学方面比较中西方化妆品广告语,期望找出其反映的文化差异以及导致语言差异的原因。
当然,本文也希望为广告商提供一定的参考。
二、中文广告语（一）语音方面：多使用双关。
双关语指在一定的语言环境中，利用词的多义和同音的条件，有意使语句具有双重意义，言在此而意在彼的修辞方式。
双关可使语言表达得含蓄、幽默，而且能加深语意，给人以深刻印象。
因此,成功撰写一个令人印象深刻的双关语广告是非常重要的。
除了语言字面的含义,用作双关语的词通常与产品的某种特点或品牌名称有着密切相关的联系。
例如：1.趁早下“斑”，请勿“痘”留。
(某化妆品广告语)。
这个句子与办公室的流行用语“趁早下班,请勿逗留!“有着相同的发音。
广告商使用“斑”和“痘”,完全表达了产品能有效祛斑、祛痘的作用。
中文中,“斑”和“班”的发音相同,“痘”和“逗”的发音相同。
然而,他们的意思却完全不同。
这里广告商在广告中运用相同的发音表达了完全不同的意思,也表述了产品的效果，这就被称为双关语。
2.金斯顿曾在她的作品中说：“只有中文里有双关语”。
(金斯顿,1982)在中国的文化中,双关语非常受欢迎，因为中文里，很多字听起来相似。
几千年来,中国是一个基于人际关系的国家，因此,中国人不喜欢用文字直接表达他们的情感和想法,而是通过间接的方式来表达他们的真正意图。
在这种情况下,使用双关语是处理人际关系中最普遍的交流方法。
（二）句法方面：多使用排比句。
排比是利用三个或三个以上意义相关或相近，结构相同或相似和语气相同的词组或句子并排，达到一种加强语势的效果。
化妆品广告英语的语言特点
化妆品广告英语的语言特点摘要:作为一种宣传和传播信息模式，广告在社会和经济发展中扮演着重要角色。
广告的作用不容忽视。
广告英语是一种独具特色的应用性语言。
它同文学语言、科技语言等相比有许多不同之处。
它具有独特的特点和魅力并已成为人们日常生活中一个不可缺少的组成部分。
本论文首先简单地介绍广告的历史、定义、分类和作用。
然后重点归纳和分析化妆品广告英语在词汇和句法两大方面的主要语言特点。
最后得出结论：如果我们学习并掌握广告英语的语言特点，就能更好理解和欣赏广告英语。
本文旨在为更好理解广告英语，提高英语水平带来一些启迪。
关键词：广告；化妆品；广告英语; 语言特点CONTENTSIntroduction (1)1. An Introduction to Advertising (2)1.1 History of Advertising (2)1.2 Definitions of Advertising (3)1.3 Classifications of Advertising (4)1.4 Functions of Advertising. (4)2. Linguistic Characteristics of Cosmetic Advertising English (5)2.1 English Morphology in Cosmetic Advertising (5)2.1.1 More Verbs in Advertising (6)2.1.2 More Adjectives in Advertising (6)2.1.3 More Abbreviations and Compounds in Advertising (7)2.1.4 More Simple and Colloquial Words in Advertising (9)2.2 English Syntax in Cosmetic Advertising (10)2.2.1 Wide Use of Simple and Colloquial Sentences (10)2.2.2 More Active and Present V oices, Less Passive V oice (11)2.2.3 More Interrogative and Imperative Sentences (12)2.2.4 Wide Use of Disjunctive Clause (14)3. Conclusion (15)4. Bibliography (18)IntroductionAdvertising, just as its name implies, means publicize and transmit information in order to make everyone know. It has been gone through a rapid development.Nowadays, advertising is everywhere. It is indispensable to the economy of any country in the world. The importance of advertising in individual countries depends on the nation‘s level of development and national attitude tow ard promotion. Typically, advertising expenditures are higher in countries with higher personal incomes.(Xu 2004) And in the process of globalization, there were a lot of trades done among countries and there will be even more in the future. During the introducing and trading processes, people gradually realized the importance of understanding of each other‘s advertising language. Since then people began trying to know about its functions, nature, characteristics and so on. They did lots of study on it. As time goes by, advertising English became popular since it owns most speakers. Until now, advertising English is still the research target.Similarly, in China, advertising is becoming more and more active and sophisticated. And with the entry of China into WTO, China‘s advertising expenditure has grown and will undoubtedly continue rising up. It really plays and will always play an irreplaceable role in economic development. During the development, English plays a vital role. Up to now, lots of researches and studies have been done on advertising English.The wide use of advertising has created a special style of English—advertising English. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertising English, this kind of language has formed its own features in several aspects.As a way of propagating and transmitting information, advertising‘s role can not be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn influences the development of society and economy. Nowadays advertising has penetrated into every corner of our life as its transmitting media in many forms:newspaper, magazine, TV, radio as well as network. The goal of advertising decides its language to be simple and direct, distinct from the characteristics of other discourses. Thus an analysis on the linguistic features of advertising English in the linguistic field is worthwhile. Under such circumstances, a study on the linguistic features of advertising English will have practical effects on the composing and translating work of the copywriters. And it is certain that both in China and many other countries like America, England, and Australian, people have done many researches around advertising. Lots of papers and articles have been written on this subject.No other statement could have summed up the charm of advertisement than what Aldous Huxley has commented. As he has said advertisement as a literary form is the most exciting, the most arduous literary form of all, and the most pregnant in curious possibilities. In his comment he asserted advertisement is a literary form and the copywriting process is the delightful and salubrious exercise for the mind.Therefore, it is worthwhile studying the linguistic characteristics of advertising English so as to get a better understanding of it and have a better demand of English. In this paper, all instances are of cosmetic advertising.1. An Introduction to Advertising1.1 History of AdvertisingAdvertisement emerged from the womb of commodity production and exchange. The condition for the existence of advertising is ―at least a segment of the population must liv e above the subsistence level‖. When this situation occurs，it also becomes necessary for ―the producers of materially ‗unnecessary‘ goods to do something to make people want to acquire their commodities‖(Vestergaard and Schroder 1985).The embryonic form of advertising in the world is street cries, which exists even today. Advertising was not unknown in ancient Greece and Rome, but advertising as we recognize it did not start until the seventeenth century in the West. It was at about this time that newspaper began to circulate. Before that, it is printing which was first invented in China and then introduced to the West that played a vital role in the production of print advertising. ―Classified‖ (small ads) types of advertising weredominant before the nineteenth century and style and language used in ads at that time tended to be direct and informative. The industrial Revolution, which began in England in the mid-1700s and reached the United States by the early 1800s, facilitated mass-production of goods. Meanwhile advertising became more and more important in the industrial market. The great breakthrough for advertising came only in the late nineteenth century. Technology and mass-production techniques were then sufficiently developed for more firms to be able to turn out products of roughly the same quality and at roughly the same price. This brought on a crisis of over-production and under consumption which meant that the market needed to be stimulated by advertising. At this time advertising changed its function from proclamation to persuasion. In the twentieth century, advertising developed rapidly alongside the advent of new media-radio and television in succession.According to Richard Pollay‘s content analysis of two thousand print ads from ten leading magazines in the USA, ads have progressively turned towards the emotional rather than the informative approach and there is a shift seeing human nature as rational to seeming it as emotional.Today in China, while our economic structure is shifting from the entirely planned economy to the socialist market economy system, advertising is becoming more and more active and sophisticated. In 1992, China‘s advertising expenditure reached $ 862 million, among the fastest growing countries in Asia. This year with the entry of China into WTO, this expenditure figure will undoubtedly rise up, which will support the view that advertising is an indispensable means for providing the information that all market-oriented industrialized societies need for their economies to function efficiently.1.2. Definition of AdvertisingAmerican Marketing Association (AMA) defines advertising as ―the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identi fied sponsors through the various media‖ (Wang 2004: 6). Today, with the development of the technology and the diversity of the massmedia, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising (1985), by Vestergaard & Schroder, says, ―Advertising takes many forms, but in most of them language is of crucial importance.‖ Advertising language is a style of imme diate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money.“Advertising is the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods or services) or ideas by identified sponsors through various media‖(Cook 1992).Another linguist Bolen defines advertising as a ―Paid, non-personal communication through various mass media by business firms, nonprofit organizations, and individuals who are in some way identified in the message and who hope to inform or persuade members of a particular audience‖(Ronald and Angela 1997).1.3. Classifications of AdvertisingAdvertising may be classified by medium (newspaper, magazine, radio, television), by target audience (consumer, industrial, business), by geography (international, national, regional, local), or by its function or purpose (product or non-product, commercial or noncommercial, primary demand or selective demand, direct action or indirect action) (Chen 2003).Because it is difficult to gain access to enough date for English commercials and ads on radio or TV, thus, the subject of this research paper will mainly concentrate on the print advertising.1.4. Functions of AdvertisingThere are many functions of advertising, including the aspects of information, demand creation, persuasive, get action and goodwill establishment.For every organization and every product or service, advertising tends to fulfill a specific goal or objective. Nevertheless on the general front, advertising is a mechanism that fulfils all, some or one of the three major functions:Firstly advertising has an informing nature – about organizations, about products and services, about the environment, the society, the trends in society and many more aspects of life. This deals with the cognitive context of the target audience in which they grasp the information and channelize it according to their own comprehension and predilection.Secondly advertising provides the incentives to viewers for them to engage in action. This deals with the emotional dimension of the target audience, which concentrates on touching and persuading the consumers rather than informing and apprising them.The third function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers‘ minds, becoming the base on which they shape their future decisions.Meanwhile, we can conclude the functions of advertising as another three general aspects. First of all, it is made to emphasize the merits of target product. Secondly, it is a way to get people to know the product. And finally, it is made to make a good brand image (Song and Liu 2006).2. Linguistic Characteristics of Cosmetic Advertising EnglishThe wide use of advertising has created a special style of English—advertising English. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertising English, this kind of language has formed its own features in several aspects. And there is no doubt that cosmetic advertising English has its own linguistic characteristics as well. In this paper, two main aspects will be illustrated, namely, lexical features and features of its syntax.2.1. English Morphology in Cosmetic AdvertisingAs a means to disseminate information and make people see and remember it, advertising English must be compact, vivid, visual, emotional and attractive. To realize this aim, the choice of words is playing a vital role. Therefore, morphology inadvertising is quite important and is different from other styles of English. It owns apparent features. The major four of them will be described in the following.2.1.1 More Verbs in AdvertisingVerb is widely used in advertising English, especially monosyllable ones. Cosmetic products are no exception. Words such as get, make, give, like, love, buy, need, use are frequently used.Advertising English language needs to be simple, easy to understand, easy to remember and easy to read. Monosyllable verb boasts all these features. In daily life, monosyllable verb is the one that people most often used and also the one usually has most definite meaning. However, advertisers should pay attention to the grammatical changes of these basic verbs and know the differences between them. Most of the words can show the relation between the consumers the product. Following I will show some examples for a better understanding.Moisture Wear Make-up. It gives life to the look and feel of your skin.Moisturewear Blush. It brings radiance to the look of your skin (Cui 1993).These two lines come from Cover Girl, American cosmetic brand. It is the leading color make-ups in America. It was created by Dr. George A. Bunting, a creative enterpriser, in 1961.It is now very popular all over the wo rld. Here, the verb ―give‖ and ―bring‖ are used.In the first line, ―give life to the look and feel of your skin‖ is pretty attractive to females. Good look and young skin are always the things that female pursue. ―Give‖ them that of course will make this product end up with big sale.Similarly, the word ―bring‖ is also very appropriate. Radiance of skin is the thing that almost every woman wants and needs. If a kind of product can bring them this precious thing, they will be strongly attractive to. It will become popular.There is a great deal of other instances that wonderfully used verbs in advertising English, including cosmetic. It is a functional way to use more proper verbs.2.1.2 More Adjectives in AdvertisingThe purpose of advertising is to publicize products. So it is indispensible todescribe many aspects of the product such as size, color, nature, and quality. During this process, adjective plays a vital role. We can see lots of adjectives. Besides, if advertisers want to provoke the purchasing desire of the consumers‘, they must make the advertisement lines imaginable, vivid and hold special appeals. And in order to do so, plenty of modifiers must be put in. All in all, a grate deal of modifiers should be used and can be seen in advertisements.In cosmetic advertising, some adjectives are frequently chosen like new, good/better/best, smooth, young, special, clear, fresh and so on. Let us see some instances as following.What is more, the comparative and superlative degrees of adjective are often used as well. It always brings amazing result.Now let us see an instance as following:Beautiful skin. No waiting.Age-Proofing Your Skin-where you‘ll discover what your skin needs to look younger longer.Best of all, you‘ll receive a deluxe sample of A dvanced Night Repair, our unique protective recovery complex. See better skin day after day, year after year with these two remarkable formulas (Qi 2003: 101).This is an advertisement of skin-care product with female as its readers. The language is brief and persuasive. It is very impressive. One of its vital features is the usage of adjectives and its comparative and superlative degree. Using the word beautiful is effective because everyone wants to be that way, especially women. And it is useful to use the comparative degree of young, long, good and superlative degree of good. For every woman, even girl tries her best keep long-lasting young and better than others. So it will call their buying desire out if any product can satisfy this need. Last but not least, the words of advanced and unique are wonderful choices. It represents elegance, nobility and uniqueness, which is again a big highlight of selling.To sum up, more and appropriate adjectives are indispensible and helpful in cosmetic advertising English.2.1.3More Abbreviations and Compounds in AdvertisingThere are also many abbreviations chosen in advertising English. Nowadays, the cost of advertising is particularly high. Space is money and that is to say every word is money. What is more, abbreviations make advertisement less boring but more interesting. Therefore, it is necessary to use them in advertising. For example, advertisers use ‗em to replace ―them‖; ‗tis to replace ―this‖; ‗n in stead of ―and‖ and so on and so forth.What is more, in advertising English, copywriters use a lot of compounds. People almost can see them everywhere. Because the components of a compound can be any kind of word. It is not limited by the order of English syntax. Comparatively, it is more flexible and creative. Therefore, advertisers can make full use of advantages of compounds. As time goes by, it makes the usage of compounds one of characteristics of advertising English. Cosmetic advertising is also in the case.Next, two examples are given as following:a) Gels, technologically masterminded to be antisticky,anti-dull, anti-fake.From Invisi-Gel to Mego Gel.Every need. Every way. Every day.To tell or not to tell,Sudio‘s got your gel (Qi 2003: 94).b) Light-Diffusing makeup SPF8Apparently, they are very impressive by using compounds. Their structure is special. The first one is about gel. It used a lot of compounds. In advertising English, compounds are widely used to describe the nature and quality of products. And among all kinds of them, hyphenated compounds are often picked. This is one instance. The words"anti-dull‖ ―anti-fake‖ and ―invisi-gel‖are functional. They can easily catch people‘s attention.Besides, compound nouns are the most frequently used. Instance b) is one good example. Light-Diffusing means this product can disperse sunlight so as to protect skin from sun burnt. This is the purpose of sunlight proof products. Therefore, theadvertising not only can soon attracts people, but also directly hit the need of consumers.Last but not least, there are many other kinds of compounds like compound adjectives and compound verbs. If they are appropriately used, amazing effects will come along.2.1.4More Simple and Colloquial Words in AdvertisingIn advertising English, we can see most of words used are very simple. They are easy to understand and remember. For the aim of advertising is make everybody know, the words used of course should be easy. And if advertisers want every witness to remember this piece of advertisement, the words should be comparably colloquial and daily-used. After seeing an advertisement, people usually can remember it and tell others, relatives, friends and so on. So just for a little while, a lot of people will know. There is no exception that advertisements appeared in cosmetic products also show this characteristic. It has become a strong trend of being simple and colloquial.Let us see some instances as following:a) Who does your hair? I do it myself (Cui 1993).This is a line of publicize a kind of hair jelly. We can see this is very simple like a daily talk. The words ―who‖ ―do‖ and ―your‖ are very common words. Everybody use them a lot. I am sure this advertisement can be heard and remembered very soon. Thus, the target product is sure to be popular and become a good seller.b) Maybelline invites you to experience Ultra Performance (Cui 1993).This is a line from Maybelline.Maybelline Mascara was created by a chemist, T.L. Williams, for his sister (whose boyfriend, Chet, was in love with another woman). To help Mabel get her man, TL Williams blended Vaseline jelly with coal dust and concocted a lash -darkener. It was the first mascara! T.L. Williams founded the company, Maybelline, named after his sister, Mabel and Vaseline, in 1915. Maybelline has experienced a long history up to now, playing a leading role in color make-ups. It is very famous and popular all over the world. China is no exception. It is brought in China in 1995 and become more and more popular.The above-mentioned line also chooses pretty simple and colloquial words. Invite is a frequently used word. It used in conversations, letters, mails, inviting cards and so on. It shows friendliness and intimacy. People love to be invited. Who will say no to be invited by Maybelline? They will feel flattered. So using ―invite‖ is helpful. What is more, the choice of ―performance‖ is gr eat as well. Everyone likes various kinds of performances. It is also often chosen by all. It is also usually connected with modifiers, mostly nouns and adjectives, which are to describe the nature and contents of the performance. Here the line adopts ―Ultra Performance‖. It is great. Ultra means very good and exciting. It is appealing and people will love to go. And also it does not tell the nature of the performance. People will be curious of it and have a desire of going. The purpose is well obtained.From these instances, we can safely say that the usage of simple and colloquial words is necessary. It has magnificent effects on sale of products.2.2. English Syntax in Cosmetic AdvertisingThe structure of advertising sentence should be the same as that of other styles. It is comparably complete and independent language unit. It has certain grammar structure, phonetic structure and meaningful vocabularies. However, first of all, copywriters need to consider consumers‘ thoughts so as to make every piece of advertisement is eye-catching. Describe the merits of products, causing buying interest. Then can they get people‘s action of purchasing. Therefore, for all these reasons, advertising English has its particular characteristics on syntax. Namely, as followed. 2.2.1 Wide Use of Simple and Colloquial SentencesWidely use of simple and oral sentences is very important in advertising. They are easy to understand and easy to remember as well. Advertisement is facing everyone person. Anybody might be the customer. So it requires that each sentence appeared in advertising must easy, brief and make sure almost everyone can understand and remember without efforts. Then it may catch the eyes and ears of consumers‘ so as to make them interest in the product. In opposite, long and complicated sentences are usually boring and difficult. Besides colloquial language is natural and make peoplefeel comfortable. It is more acceptable.What is more, there is another reason why advertising adopt this strategy. It is the cost. The fee of making advertisements is quite high. In order to cut down the cost, they need to use as less phrases as possible. Therefore copywriters are demanded to transmit as much information as possible thought the minimum space and sentences. As time goes by, more simple and colloquial sentences become one of vital features of advertising English.Lancôme was created by Armand Petitjean in France, 1935. Relying on his talented sensitiveness to perfume, his remorseless sprits and his ambition of creating France‘s own cosmetic brand so as to fight against America, Armand Petitjean invented perfume and established Lancôme. He made a great contribution to cosmetic history in the world. The name Lancôme comes from a castle called Lancôme, located in the middle of France. Because Lancosme is surrounded by roses, very romantic and poetic, since then rose become the symbol of Lancôme. Gradually, it became world famous product. Today, it is getting more and more popular in our country.Now we will see some of its advertising lines:Source of enchantment.This is the advertising line of a kind of perfume called Magic Noire, a product of Lancôme. One simple sentence, lots of charm. It takes enchantment and mystery as its theme. Its inspiration comes from female‘s serious beauty-loving tendency. This line connected with a picture with a beautiful girl in it, holding Magic Noire in hands. It likes crystals ball, extraordinarily charming. One simple sentence catches all women‘s eyes. It is easy to remember and functional.Maybe She‘s Born With It. Maybe It‘s Maybelline.This is the advertising line of Maybelline. The structure of this line is very simple. It is readable to everyone. With necessity as its theme, it hopes Maybelline becomes a must for everyone. Therefore, it uses the phrase ―be born with‖ to show the meaning. Everyone is born with Maybelline. It is really a good way to publicize the brand and its products.What is more, colloquial sentences like ―Just do it.‖, ―Ask for more.‖are often used as well. It is a more direct way to publicize target products. And it is useful as well. Some group of people like this kind of advertising. They think it can easily catch their attention.From above-mentioned advertisements, we can conclude that simple and colloquial sentences are excellent choice of advertising. It is functional and inexpensive.2.2.2 More Active and Present Voices, Less Passive VoiceIn daily life, we mostly use active voice to express ourselves. Apparently it is more attractive and acceptable for advertisers to adopt this kind of lines. What is more, active and present voices send out a sense of reality. People can choose any time to see and buy it without a feeling of out-of-time. That also means the lines hint the nature of duration and permanence of the target product.Now let us see some examples:Estee Lauder is worldly famous cosmetic brand, founded by Estee Lauder in 1946. It brings beauty to people, especially female. This technologically advanced, innovative company has gained a worldwide reputation for elegant, luxurious products. Their products have been coming with a promise to uphold the finest standards of excellence through extensive research and stringent product testing. We can always get gentle and highly effective products.Beautiful: ―This is your moment to be beautiful.‖This is a line of one kind of perfume of Estee Lauder. Here it uses present and active voice to show a sense of new. It means that any moment can be the moment. People will never be late. Whenever people use couple drops, they can enjoy the beautifulness. It gives good impression to consumers. This method is always useful and proper.Pure White Linen: ―The fragrance to live all year long.‖This is also an advertisement of one type of perfume of Estee Lauder. It boasts thesame style. ―live all year long‖ expresses the duration of the perfume. It is appealing because consumers always hope perfume having this effect. The longer it lasts, the better its sale will be.People like to do something but not being asked to do. They love much more to be masters who can have their own way. Besides, everybody likes new thing and keeps pace with the trend. They hate out-of-date products. Therefore it is reasonable to adopt active and present voices in advertising process.2.2.3More Interrogative and Imperative SentencesAccording to an incomplete statistics, we can see one interrogative sentence in every 30 sentences and one imperative sentence in every four sentences in advertisement. Why does this happen? It mostly relies on the two important features of advertising which are attention-catching value and memorizing value (Qi 2003).Interrogative sentence is widely used in advertising English. It aims to make consumers think and stand on the same side of the advertisers. Copywriters purposely put themselves in consumers‘ shoes and put forward questions that consumers care about. Sometimes one question and one answer followed. And sometimes there is no answer. On this occasion, consumers are usually interested in coming up an answer. That is to it is easy to catch attention by using interrogative sentences. Besides, it also can establish kinder of harmonious relationship between consumers and products.Let us see some instances as followed:Who does your hair?I do it myself. (Qi 2003)This is an advertisement of hair wax. It is a simple interrogative sentence. But it shows amazing effect. It starts with an interrogative sentence ―Who does your hair?‖, causing consumers‘ attention. Then, according to common knowledge, people usually want to know the answer when facing a question. They even begin to think and look for it. Thus, first step, advertisers win. Next, giving out the answer ―I do it myself‖, brief and direct. Once more, eye-catching, people love the answer. Also it is kinder of a way of inspiriting. Because this line makes consumers believe that they can run their。
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• 语言的精髓并非是对事物进行描述---而是掌 控读者的思想，这正是广告语所体现的一 般目的性。
• 随着如今经济的发展，化妆品已经逐渐成 为女性生活中所不可或缺的一部分。相信 大家对欧美的化妆品诸如雅诗兰黛，伊丽 莎白· 雅顿 ，倩碧等等都有所了解。今天， 我们用从语言学的角度来分析一下这些化 妆品的广告用语。
雅诗兰黛
三 修辞方面
修辞语言大量应用，如拟人，暗喻，双关等。 一些音韵特征修饰诗，如押韵等都很受撰 稿人推崇。
• Max Factor - Max Factor. The make-up of make-up artists. • Bonne Bell - BonneBell. Beautiful. Colorful. You.
有一家报纸声称：“女人不再穿着胡佛围裙，她 们身着香奈儿，迪奥套装，男人开始抱怨在家中 的位置。
• 男性作为受众—性别不同，语言方式不同
针对男性的广告通常倾向描绘男子的“财 富，权利，成功和控制”。精明的广告攥稿 人也善于塑造这类的阳刚形象。因此，在化 妆品广告，和以女性为目标的广告相比，以 男性为目标的语言强调男性更为”残酷的阳 刚之气“。
Cover Girl——Easy Breezy Beautiful CoverGirl 简单轻松成为漂亮的封面女郎
二 句法方面
化妆品广告中的词汇主要有以下三 种显著特点：
• 1 .语言无层次且省略语法 • 2 .一般现在时占主导地位 • 3.常常使用命令语气
• What makes a woman beautiful? Happiness, yes, and energy. Happiness, is the most attractive form of beauty, the one that comes from deep within, this is what makes people remember you.
Dare to change your mind about AVON.As time goes by,you'll be glad you did.(1997)
Dior Addict ultra-shine.An ultra-brilliant innovation.A new ultra-sensual experience:ultra-brilliance in a trick,mirror-shine results.New ultra-reflective Full Reflex Pigments give crystal-clear,sparkling,intensely vibrant shades.A deliciously soft texture,enriched with hydrating and re-plumping ingredients,for irresistibly luscious lips.
• Maybelline - Maybe She's Born With It. Maybe It's Maybelline.
• 受众效应
Hale Waihona Puke • 女性作为受众—形象的转变
值得注意的是，无论是什么时期刊登的 广告，他们有一个共同的特点：都把妇女作 为受众。 她们的年龄大约在18-35，并且她们有消 费化妆品的能力。
“Musk by English leather --The civilized way to roar” 英国麝香，文明的怒吼
在野外，动物用咆哮让大家知道他的存在。而人需要文明的怒 吼，使用英国麝香，即刻拥有原始，强烈的阳刚之气。让他唤 醒你的直觉。更有全套装备，洁肤，除臭剂，须后水供您选择。
Advertisers are the interpreters of our dreams.Their weapons are our weakness :fear ;ambition,illness,pride,selfishness,desire,and ignorance.And these weapons must be kept as bright as possible.
•
从迪奥的广告的中，我们可以看出现代广 告对于受众与视觉效果更为强调，化妆品 的广告也是广告商和消费者之间的交流， 这种双方的交流包括语言学的方方面面。
一 词汇方面
• 化妆品广告中的词汇主要有以下三种显著 特点： • 1.专业性强的名词术语
• 2 .大量产品描述性的形容词 • 3 .信息量低（少用动词）
“Even sticky pots come out sparkling clean!”and “Your kitchen's cleaner all day because G-E holds （and hides)dirty dishes and utensils as you use them”(1952)
从语言学角度分析英语的化妆 品广告
• The Language used does not have the sole aim of describing something---It is used to gain mastery over the reader’s imagination , and that is the common aim it shares with advertising.