论广告语言与谦虚准则

作为礼貌原则之一的谦虚准则对人们的成功交际具有重要的指导意义。从交际的角度来说，广告活动实际上就是广告主与广告受众之间的交流活动。以谦虚准则为基础，结合国外成功广告实例分析后表明：谦虚准则对广告案的创作同样具有重要的指导意义；广告语言遵守谦虚准则不仅仅出于礼貌的目的，更重要的是以礼貌为幌子来达到广告交际与促销成功的真正目的。

On Advertising Language and Modesty Maxim

As one of the maxims of Politeness Principle,Modesty Maxim plays an important role in successful interpersonal communication. From the view of communication,advertising,in fact,is a one way commnication between the advertiser and the consumer.Based on Modesty Maxim,a study of some successful ads,mainly English ones,shows that this maxim is also of great help to the creation of ads. The purpose that advertising language keeps in harmony with Modesty Language is not merely for pure politeness,but more importantly,for successful communication and better promotion.