| 李志坚.中英文杂志化妆品广告的礼貌策略[J].,2009,10(5):98-102 |
| 中英文杂志化妆品广告的礼貌策略 |
| Politeness in Chinese and English Magazine Cosmetic Advertisements |
| 投稿时间：2009-03-02 |
| DOI： |
| 中文关键词: 中英文杂志化妆品广告 杂志化妆品广告 礼貌 策略 跨文化对比 |
| English Keywords:CEMCAds CMCAds EMCAds politeness strategy |
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| 中文摘要: |
| 文章在Brown和Levinson的理论框架下，对744例中英文广告礼貌策略进行了分类统计分析，并着重对其中较突出的礼貌策略和Leech的相关提法的准确性进行了分析、讨论，得出以下结论：（1）为了避免威胁广告目标对象的积极面子或者消极面子，中英文杂志化妆品广告都采用了多种补救策略；（2）人称敬词的使用是中文广告中的特殊礼貌策略；（3）西方人更注重维护个人的消极面子，中国人更强调维护个人的积极面子和集体面子；（4）言语行为是否礼貌取决于所发生的语境，也与是否符合听话人的意愿有关；（5）具体礼貌策略具有开放即不断发展的特点；（6）给出了中英文广告面子威胁行为可接受的原因；（7）总结并分析了中英文杂志化妆品广告中出现的新的礼貌策略。 |
| English Summary: |
| Having classified and analyzed more than seven hundred Chinese and English Magazine Cosmetic Advertisements (CEMCAds) within the framework of Brown and Levinson’s FST(Face-saving Theory) and a relatively careful discussion of the politeness strategies in them, this paper comes to the conclusions below:1.To avoid threatening target consumers’ face, CEMCAds adopt redressive strategies widely. 2, The use of personal honorifics is the unique phenomenon of Chinese Magazine Cosmetic Advertisements (CMCAds). 3,Westerners care more about saving the hearers’ negative faces. In other words, they value more in keeping an individual’s rights of freedom of not being interfered, coerced and impinged; while the Chinese people emphasize more collective rights, at the same time lay more stress on maintaining an individual’s positive face-wants. 4, Whether a speech act is polite or impolite depends on context and has to do with H’s will. 5, Specific strategies are featuring openness or development. 6, Explanations are found for the reasons why some speech acts, such as ‘Professions’, ‘Self-praise’, ‘Notion guiding’, ‘Instructions ’, ‘Decision for H’ are very likely to be viewed as FTA(Face Threat Action) in other contexts, but not in CEMCAds. 7, Finally, this paper has summarized and analyzed the fresh strategies in CEMCAds. |
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