化妆品广告词的语用分析——以彩棠广告词为例
Pragmatic Analysis of Cosmetics Advertising Words—Taking Advertising Words of TIMAGE as an Example

随着互联网的普及和电商行业的兴起，越来越多的美容护肤品牌开始关注中国市场。在此背景下，国内化妆品品牌不仅要应对来自本土企业的压力，还要应对国际品牌的竞争。对此，相关企业必须在提高自身产品质量的同时，升级营销策略，尤其是广告营销。为了达到推销商品、说服消费者购买的目的，广告撰写者会巧妙地运用一些语言策略和修辞手段来吸引消费者的注意力，进而推销产品。本文将广告学与语用学相结合，以国内化妆品品牌彩棠为例，运用合作原则(数量准则、质量准则、关系准则、方式准则)和言语行为理论，探讨其广告词中违背合作原则的现象及言语行为理论的运用，并进一步分析广告如何通过语言影响消费者的认知和消费行为，从而提醒消费者理性区分广告和产品本身。本文的最终目的是提高消费者对广告的识别能力和理性消费能力。
With the popularity of the Internet and the rise of the e-commerce industry, more and more beauty and skin care brands have begun to focus on the Chinese market. In this context, domestic cosmetic brands have to cope with not only the pressure from local enterprises, but also international brand competition. In response, it is essential for relevant enterprises to improve the quality of their own products and at the same time upgrade their marketing strategies, especially their advertising marketing. In order to achieve the goal of promoting commodity and persuading consumers to purchase, advertising writers will skillfully use some language strategies and rhetorical devices to attract consumers’ attention and then sell products. This paper combines advertising and pragmat-ics, takes TIMAGE, a domestic makeup brand, as a case study, and uses the cooperative principle, which includes the quantity maxim, the quality maxim, the relation maxim and the manner maxim, and speech act theory to explore the phenomena of violating the cooperation principles and appli-cation of speech act theories in TIMAGE’s advertising words. It further analyzes how advertisements affect consumers’ cognition and consumption behavior through language, so as to remind consum-ers to rationally distinguish between advertisement and the product itself. The ultimate goal of this paper is to improve consumers’ ability to recognize advertisements and consume rationally.