Abstract

On the basis of previous research, the paper presents a study of the application and function of euphemism in advertising English. Mainly through the collection and analysis of many typical examples in the relevant field, the paper elaborates how euphemism is applied in English advertising as a universal cultural phenomenon, which is aimed to demonstrate the unique charm of euphemism used in English advertising. The euphemism is widely used in English advertising by means of vocabulary, syntax, rhetoric with the purpose of catering to the consumer psychology.

Key words：Euphemism; advertising English; cultural phenomenon

摘要

本文在前人研究的基础上，对广告英语中委婉语的应用和功能进行了研究。本研究主要通过搜集和分析英文广告中利用委婉语的众多典型范例，阐述委婉语这一全球性的文化现象在英文广告中的体现，旨在证明委婉语应用在英文广告中的独特魅力。广告制造者通过句法、修辞、词汇等手段将委婉语应用在英文广告中，巧妙地迎合了消费者心理。

关键词：委婉语；广告英语；文化现象