从面子理论剖析中英文日用品广告语言——策略启示与跨文化营销新路径
An Analysis of Chinese and English Daily Necessities Advertisements from the Perspective of Face Theory—Strategic Insights and New Paths for Cross-Cultural Marketing

在当今社会，商务广告深度融入日常生活，深刻影响消费者的购买决策。从语用学看，它存在一定的面子威胁性。如何提升广告对消费者的吸引力并规避反感，是广告学与语言学交叉研究的关键问题。日用品与消费者的生活紧密相连，研究其广告语意义重大。本研究基于面子理论，多渠道选取中英文日用品广告各50例，系统分析面子补救策略。研究发现，中英文日用品广告在遵循商务广告基本特点的同时，存在语言运用差异，且在面子补救策略选择上各有倾向，都常用非公开策略。为进一步验证研究结论，通过问卷调查和市场实验方法收集实证数据，对广告语言的运用、面子补救策略的选择倾向及策略启示的有效性进行检验。该研究为广告语言研究提供了新视角，丰富了理论成果，为跨文化营销实践提供了更具说服力的指导。
In today’s society, business advertisements are deeply integrated into daily life and have a profound impact on consumers’ purchasing decisions. From a pragmatic perspective, they pose a certain degree of face threat. How to enhance the attractiveness of advertisements to consumers and avoid causing their aversion is a key issue in the interdisciplinary research of advertising and linguistics. Daily necessities are closely linked to consumers’ lives, so studying the advertising language of daily necessities is of great significance. Based on the Face Theory, this study selected 50 examples of daily necessities advertisements in both Chinese and English from multiple channels and systematically analyzed the face-saving strategies. It is found that while following the basic characteristics of business advertisements, Chinese and English daily necessities advertisements have differences in language use, and each has its own tendency to choose face remediation strategies, and all of them commonly use non-disclosure strategies. To further verify the research findings, empirical data were collected through questionnaire surveys and market experiments to test the application of advertising language, the selection tendencies of face-saving strategies, and the effectiveness of strategic insights. This research provides a new perspective for advertising language research, enriches the theoretical achievements, and offers more persuasive guidance for cross-cultural marketing practices.