The Rhetorical Criticism Of Cosmetic Adversements

Cosmetic advertisement has penetrated into people’s daily life and affects people’s consumption behavior. As the core part of cosmetic advertisement, language is the material carrier to communicate with the consumers for the advertising creators. The study about rhetorical skills and strategies of cosmetic advertisements is of important significance. In order to construct the rhetoric art of cosmetic advertisements, the article is trying to read cosmetic advertisements rhetorically from both micro and macro levels. The article used methods of combining qualitative analysis and quantitative analysis, induction and deduction.The whole article includes five parts:The part of introduction introduces the causes of selecting this topic, involved concepts, significance, methods and status of the researchThe first chapter from the micro level discusses cosmetic advertisement-how to use rhetoric skills and techniques, for example voice, vocabulary, sentence forms, figures of speech and so on, to construct the advertising text. Among them, phonetic rhetoric pays attention to harmonious phonology, melody of harmony oblique, syllable symmetry, to attract the audiences’audio-visual; in lexical selection, it used to select words which express a warm, delicate and emotional meaning to cater to the female consumers’psychology, and select the digital words and fuzzy words to enhance the persuasive effect; in syntactic rhetoric, cosmetics ads use simple phrases and affirmation statement to increase the credibility of the rhetoric; figures of speech such as metaphor, exaggeration, duality and so on, are favored rhetoric for cosmetics ads.The second chapter from the macro level discusses cosmetic advertising discourse as well as the design strategies, reasonable appeal strategies and communicative role selection strategy. Cosmetic advertising texts often use metaphor, analogy and comparative designing strategies, to achieve the advertisement persuasive purchase purpose; in perceptual and reasonable appeal strategies, because the cosmetic advertisement audiences were mostly female, cosmetic advertisements inclined to use the perceptual appeal strategies to persuade; in addition, in communicative role choices, cosmetic advertisements often use the strategy of choosing the role of consumers, the first person role, the third person role and celebrity role to implement advertising speech acts, to attract consumers, so that both sides of the communication reach consensus on roles.The third chapter analyzes the rhetoric problems of cosmetic advertisements, such as creating their own words, false content, four-letter interest and so on; then analyzes non-standard phenomenon of psychological, discusses the causes mainly from the psychology of both advertisement creators and consumers; finally put forwards the suggests of standardization, in order that the cosmetic advertisement creativing could develop towards the regulation, healthy and pure direction.The part of conclusion summarizes the research results of this paper, and pointed out the research deficiency and the future research direction.