广告英语作文.doc

politeness principle theory In English advertising

we often found many advertising closely related with the politeness principle theory in English advertising. The politeness principle theory is point that the impolite information to the minimum degree express abate under the same conditions.

Leench put forward that the politeness principles make up of six criteria,they are Tact maxim, Generosity maxim, Approbation maxim, Modesty maxim, Agreement maxim, Sympathy maxim.Leench suppose ,the polite phenomenon in language is these standards interact to produce joint effect.

The first principle is Tact maxim, It means that it increase the benefit to others, reduce the others1 pay. For example, the advertising 'now, four Seasons luxury in a village rental.5And the another one which also is renting and leasing vertising is £better than a holder.Luxury suites, elegantly furnitured with daily maid & linen plimentary membership for Pool &Health Club.Available on long or short term leases. ' Two ads as to the audience showed consumers will get the greatest benefit.when you rent or buy the house, you can get the good service and enjoy a comfortable environment.

The second rule is Generosity maxim, It is the meaning of decrease as far as possible to their own benefit, for their pay increase. We often find English

advertisement which depreciate advertising usually use that criteria. For example/ All for Sales. 80%/70% off/and5 Sale! Up To $3 Off/they all propaganda sales and Merchants pay below cost or lose sales.They publicize that they really made a great concession and pay.it will make consumer thinks and fell it get great benefits. But the price of products is not to go down too much, it is just a strategy which businessmen use.

The third rule is Approbation maxim.. it is also use widely and it is very in our daily life ,lt means that it raise pintentionally the products or a part of products5 advantages of the advertising. For example, a perfume advertising says to 'the most unforgettable in the world wear revlon'and 'sensual,woody,floral.The women^fragarance that evokea the timeless essence of fomance.Romance was created for the woman who believes in true love, affection, warm th and toge therness.' It praised this scent sensual, woody, with floral and propaganda says women use this type of perfume can embody romantic essence.

There is famous advertising around the world, 'W e re only Number 2. We try harder1. It is a trucking companies advertisement. Just started to build, the company behind other large companies, so they propaganda that they are only Number 2. So it can easily get consumers recognition., when the company become the Number 1 in which area, it still stuck to publicize this AD.lt make consumer think this company modest and it will improve their service quality..this