Abstract:

Euphemism is the substitution of a mild, indirect or vague expression for one thought to be offensive, harsh or blunt. This paper will analyze the significance of euphemism to the success of English advertisements in terms of the origin, technique of expression and function of the euphemism phenomenon. It aims to fully tap the functions of euphemism in English advertisements, such as avoiding taboo, beautifying, politeness, satisfying consumers’ needs, etc. Through all of the above, euphemisms will be used more properly and make the advertisements more attractive and convincing. Meanwhile, it will help enterprises better grasp the psychology of consumers, promote the product and enhance the popularity and reputation of the businesses.

Key words: euphemism; English advertisements; origin; technique of expression; pragmatic function

摘要：

委婉语指的是用一种不明说的、能使人感到愉快的或含糊的说法，代替具有令人不悦的含义或不够尊敬的表达方法。本文从英语广告委婉现象的成因、表现方式及其功用等方面分析说明委婉语对造就成功广告所起到的重要意义；旨在充分挖掘委婉语在英语广告中起到的避讳、美化、礼貌等功效，从而促进委婉语的合理运用，使广告更具吸引力和说服力，同时可以帮助企业更好地掌握消费者心理，促进产品的推广，提高企业的知名度。

关键词：委婉语；英语广告；构建成因；表现形式；语用功能

1. Introduction
Euphemism is not only a linguistic phenomenon, but also a cultural phenomenon. It is applied to various aspects of our lives. It can reflect the social values and morality to some degree. Therefore, it is both the product of the development of culture and the symbol of human civilization. The most important feature of euphemism lies in using more abstract and ambiguous concept to replace the straightforward and offensive words, through which some conflicts can be avoided.
As a practical style, the purpose of advertisements is to arouse public attention and affect their attitudes towards the products so that consumers will be convinced to buy certain goods or accept certain services. In the modern society, no matter how wonderful the product is, it needs to be publicized by advertisements. Good advertisements can stimulate consumers’ desire of buying and even influence their lifestyles and values. Thus, the advertising language must be convincing and attractive to persuade consumers to take action.