In modern China culture, some aspects are usually expressed by euphemism. In modern advertising language, euphemism replaces straightforward or embarrassing expression with pleasant expression, which makes people feel good about consumer goods by avoiding embarrassing and embarrassing language.

Politeness function

Advertising language should respect others, avoid vulgarity and rudeness, make people feel confident and happy, so as to achieve the purpose of politeness. In the 1980s, British linguist Leach put forward a set of politeness principles that all social groups enjoy, the core of which is to make themselves suffer as much as possible and let others benefit, so as to gain the goodwill of the other party, make communication go smoothly and get more benefits from it.

Aesthetic function

A truly successful advertisement should not only bring visual and auditory shock to the audience, but also create a rich artistic conception, so that the audience can fully mobilize their vision, hearing, taste and smell in a given artistic conception, thus achieving the dual purposes of aesthetics and publicity.

practised

Can't or don't want to explain something directly, but adopt a roundabout and implicit way to express it by borrowing sentences related to or similar to something. This rhetorical device is called. Graceful song? . ? The implication is that people want it? Let readers observe the original intention expressed in taste. In advertising, this rhetorical device has been fully used.

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