Abstract
The first part of this paper, as an introduction, mainly describes the definition of advertising, characteristics of advertising, and functions; the second part uses the literature research method to summarize the development course of Chinese cosmetics advertising, and it also summarizes the previous studies on cosmetics advertising and rhetoric; in the third part, the paper mainly explores the application and effect of rhetoric in advertising. In the fourth part, the author points out the problems of rhetoric in cosmetic advertisement and the causes of these problematic phenomena. In the end, the author summarizes the research findings of this paper and puts forward some suggestions for the standardization of cosmetics advertising.
Highlights
Wang Xiaohong’s (2006) master’s degree thesis, The Application of Rhetorical Devices in Advertising English, said rhetoric plays a decisive role in many linguistic techniques of advertising language
The amount of play of cosmetic advertisement is the first among all kinds of advertisements year after year. It should cause the great attention of researchers from linguistics, cultural science, psychology, and so on
This thesis from the perspective of rhetoric, analyzes the characteristics of cosmetic advertising words and sentences, and from the perspective of rhetoric specification it points out that the non-standard phenomena that exist in the cosmetics advertising language, and it probes into the cause of these differentiations psychologically
Summary
In a broad sense, advertising is intended to create benefits for the government, political parties, religion, education, etc. without the aim of getting revenue; in the narrow sense, it refers to the advertisement which is used to make income. Without the aim of getting revenue; in the narrow sense, it refers to the advertisement which is used to make income. It usually is a commercial advertisement or economic advertisement. In the era of personalized consumption, consumers value spiritual satisfaction more than the use-value of products (Zhang, 2010). People use cosmetics to obtain material satisfaction and to seek spiritual and mental pleasure
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