摘 要

作为一种信息传播形式，广告随人类社会的出现而产生，并随社会生产和社会交换的丰富化而不断发展。中西方学者从社会学、跨文化、语用学等方面对广告语进行研究。但至今将广告语和礼貌原则两者结合起来的系统性研究还不够完善。
本文拟从礼貌原则的六个准则入手，分析并探讨其在西方商业广告语言中的运用。广告人为了达到说服顾客及推销产品的目的，往往会选择遵守礼貌原则。本文的分析主要针对英文报刊杂志以及电视广告，并将采用定性的案例分析研究方法，研究礼貌原则在英语广告语言中的作用。作者运用礼貌原则对广告英语语言特点进行描述，主要考察广告人如何通过将礼貌原则运用到广告语中，从而达到说服消费者的目的。

关键词：广告英语；礼貌原则；应用；利奇

Abstract

With the world economic globalization, advertising is exerting great influence on every aspect of social life. Advertising has become a popular subject of study, approached from a wide range of disciplines. Ever since Geoffrey Leech(1983) pioneered the linguistic analysis of advertising language, it has been well addressed from the perspectives of sociolinguistics, cross-cultural studies, stylistics and pragmatics, etc. However, it is found that few efforts have been spread on the systematic analysis between advertising language and the Politeness Principle, which have proved to be of great influence in the development of pragmatics.
 This paper attempts to explore the application of Politeness Principle in English advertising language. The Politeness Principle is applied to the English advertising language, which lays great impact on the persuasiveness of advertising. The advertisement usually observes the Politeness Principle to persuade the customers to purchase products. The author mainly discuss how does the advertisers apply the Politeness Principle to English advertising language.

Key Words: Advertising English; the Politeness Principle; Leech; maxim

1. Introduction
1.1 Background Information
    Advertisement occupies an important place in our life. The advertisement is affecting all aspects of the human lives as one kind of the product of society.  American Marketing Association defines the advertisement as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”(qtd. in Fan, 1997: 2) The language of advertising, as a carrier of advertisement, is very important. The advertiser needs to get the consumer’s interest by its distinctive quality and makes it interesting to convey the consumer to buy. As a special communicating form, advertisement language must have high attention value and memory value to give a deep impression to the consumer. It also follows the general rule of spoken language. The research to English advertising language has the practical significance and use value.