A Study On The Language Strategies In The Phrases Of Cosmetics Advertisements

The study of advertising language in the domestic linguistic field can be traced back to the period of the Reform and Opening-up.Then,because of the rapid development of market economy and the increasingly indispensable commodity in people's life,the advertising industry has gradually become a new consumption hot spot.And with the improvement of consumption level and the development of people's aesthetic concept,cosmetics advertising has gradually formed a unique language style.This paper collects more than 70 cases of cosmetics video advertisements,and transcribes the contents of the advertisements.Taking this as the research object,it studies the language strategies commonly used in the phrases of cosmetics advertisements.The introduction clarifies the concept of cosmetic advertising language segment,combs the domestic advertising language and cosmetics advertising language research overview,and explains the significance and innovation of this study.This paper focuses on the second and third chapters.In this part,combined with the specific cosmetics advertising,we first introduce the four commonly used language strategies in cosmetics advertising.Each strategy is easy to distinguish,but because the purpose of advertising is to persuade consumers to purchase,in the actual cosmetics advertising,in order to achieve better feedback effect,sometimes multiple language strategies are used.Then it analyzes the specific means used in the implementation of language strategies,including voice rhythm,vocabulary selection,extraordinary collocation,rhetoric skills,code switching,subjective expression,and explains the diversity of cosmetics language use from different levels of language.Through the analysis of the characteristics of cosmetic advertising.phrases,we hope to help consumers identify advertising information and avoid being bewitched by persuasive language.The fourth chapter makes a preliminary study on the choice of language strategies of different brands.We found that the choice and determination of language strategy and language expression means are closely related to the positioning of cosmetics brand itself.Only by finding the right position and grasping the connotation of the brand can we create excellent advertisements.At last,the paper points out that there is a contradiction between the standardization and artistry of cosmetic advertising language.On the one hand,strictly implement laws and regulations to ensure the accuracy of cosmetics advertising,which is the protection of consumers' rights and interests;On the other hand,cosmetic advertising language needs to change form and use words flexibly to reflect aesthetic quality and enhance the persuasiveness of language.This set of contradictions needs to be reconciled.We hope that the advertising creators can have a wider range of knowledge and higher artistic accomplishment.In the advertising creation,they not only retain the characteristics of cosmetics advertising language,but also do not exaggerate and distort too much to violate the law.