The Use Of Language In Cosmetics Advertisements As Means Of Informational And Product-descriptive Communication

Language, as a significant tool for communications,stands on an unrespectable place in people's daily lives.Definitely, every professional language have their own unique purposiveness.Cosmetics advertising language, like all other forms of English language for special purpose, has developed several special characteristics.Comparisons of cosmetics advertising languages between Chinese and English are made based on analysing all the lexical,syntactical and rhetorical facets.In the following passages,the detailed analyses of Cosmetics advertising language will be presented.The paper begins with the history of cosmetics.hen three actual examples from NIVEA are chosen to illustrate the general tendency of the informational structure development of cosmetics advertisement during last centuryThe comparison is also made between women as addressees and men as addressees to show that different kinds of language are used for different gender in the process of communication, at the same time, to highlight the switch of the traditional gender function in everyday life in which the image of women is transferred "from motherhood and childcare to the maintenance of their physical appearance" This transfer can be clearly perceived through some cosmetics language.Additionally, the paper introduces the reader a rough idea about the function of written language in cosmetics advertising, stating that the cooperation and interaction of information and description is the main function of language in cosmetics advertising. And The outline of language analysis for the whole paper is also mentioned in this chapter, gives the reader a scope of detailed information for each area. Then an examination of vocabulary is made in the paper, including the characteristics of nouns, verbs, and adjectives in their roles which they play for information and product-description in cosmetics advertising language, and the imbalanced proportion of each word class is described to show their different functions in the process of communication.Analyses are also focused on on group systems,including nominal groups,verbal groups,adjectival and adverbial groups as well as their unique characteristics and functions in cosmetics advertisements.Thirdly, the paper mentioned some linguistic violations in cosmetics advertisements language, including the grammatical and lexical violations, as well as the grammatical ambiguity resulting from such violation.Then discussions are developed with tense and voice in the process of communication as well as use of clauses in cosmetics advertising language. One notable aspect is that some dependent clauses, such as non-finite clauses are usually used as independent sentences.Other embedded clauses,such as noun clauses, adjective clauses and adverbial clauses often occur in cosmetics language.Finally, based on the former discussions of lexical and syntactical constructions, the paper steps into the field of rhetoric devices in cosmetics advertisements,for"it is the life-breath of advertising".(Pandya,1977:31). What is more, some rhetorical expressions,such as metaphor, metonymy, personification and puns,will be examined.Some poetic rhetorical devices are also widely used here, such as rhyme, alliteration and parallelism.The work at hand is actually the interpretation of the function of written language in cosmetics advertisements.It is intended to provide the reader with a profound linguistic investigation with regards to three main levels, lexis, syntax, and rhetoric devices,which the advertisers often use as their persuasive weapons.By examining the language in cosmetics advertising, both copywriters and consumers can better understand of the commercial purposes as well as propagandistic values of language in Cosmetics Advertisements.