委婉语

Euphemism(委婉语)一词源于希腊语euphemismos, 前缀eu意为good, pleasant，well（好的，善意的），而词根pheme意为speech(语言)。Euphemism的意思是good/pleasant（好听的话）。《语言及语言学词典》给委婉语下的定义是“用一种不明说的，能使人感到愉快的或含糊的说法，代替具有令人不悦的含义或够尊敬的表达方法。”

Euphemism

Euphemism (euphemism) an etymology in Greek euphemismos, the prefix eu Italy is good, pleasant, well (good, good intentions), but the stem pheme Italy is speech (language). The Euphemism meaning is good/pleasant (pleasant to hear words). "Language And Linguistics Dictionary" are “do not state clearly for the euphemism under definition with one kind, can make one feel that happy or ambiguous view, replaces has the expression method which the disgruntled meaning or suffices to respect.”

1. 使用褒义形容词。由于广告的目的是为了介绍商品的优越性能和品质，以大量推销商品，所以广告中经常使用一些有积极肯定意义的褒义形容词，对商品进行粉饰和美化，从而赢得消费者的好感。（如beautiful,good, new, fresh,big etc.）例如：The clean look: It’s the fresh, natural look of clean make-up.这是美国非常大众化的化妆品Cover Girl的广告。该广告用了4个形容词，以自然与洁净为宣传的主题，不强调浓妆艳抹，使得产品平易近人，没有高不可攀的感觉。

1. Use commendatory meaning adjective. Because the advertisement goal is to introduce the commodity the high performance and the quality, by mass selling commodity, therefore in the advertisement uses some to have the positive affirmation significance commendatory meaning adjective frequently, carries on to the commodity plasters and beautifies, thus wins consumer's favorable impression. (for example beautiful, good, new, fresh, big etc. ) for example: The clean look: It's the fresh, natural look of clean make-up. this is the American very popularity cosmetics Cover Girl advertisement. This advertisement has used 4 adjectives, take the nature and as the propaganda subject, does not emphasize purely beautifully makes up, causes the product to be amiable, does not have the unattainable feeling.

2. 运用富有异国风味的外来词。对从外国进口或具有异国风味的商品作广告时，经常使用外来词，以区别于国内的品牌或突出其较高的质量，吸引消费者的注意力，特别是女性消费者的注意力。广告英语中一些女士服装的品牌名、商标经常出现外来语的后缀-IQUE。例如footique bootique。-ique 出自法语的boutique（妇女时装用品店）。因此，品牌名、商标里包含-ique，显示出产品具有时髦、考究的法国款式

2. Utilizes the rich foreign land flavor the external word. To or has from the foreign import when the foreign land flavor's commodity makes the advertisement, frequently uses the external word, distinguishes in the domestic brand or highlights it high quality, attracts consumer's attention, specially feminine consumer's attention. In advertisement English some women the clothing the brand name, the trademark present the loan word frequently suffix - IQUE. For example footique bootique. - ique stems from French boutique (woman fashionable clothing thing shop). Therefore, in the brand name, the trademark contains - ique, demonstrated the product has fashionably, the elegant French design

3. 使用诱导性很强的词汇或词组。例：I wonder why I even went away. I tired the rest, but I came back. Isn’t it time you came back to Dr. White’s? (Dr. Whirte’s 卫生巾广告) 这则以“I came back”为标题的广告用一个女性之口，陈述了她在使用其他牌子的卫生巾之后又回来使用Dr. Whirte’s的卫生巾，“go away”这一词组，使讲话人的后悔之情溢于言表，而反复出现的“come back”突出了主题，以自己的经验让人感到商品的可信可靠、可味亲可近。最后站在消费者的立场上，以问句的形式提建议、出点子，情真意切，引起消费者的共鸣和思索。

3. Use inductivity very strong glossary or phrase. Example: I wonder why I even went away. I tired the rest, but I came back. Isn't it time you came back to Dr. White's? (Dr. The Whirte's sanitary napkin advertisement) this take “I came back” as the title advertisement mouth of with the feminine, stated she after using other sign's sanitary napkin comes back to use Dr. The Whirte's sanitary napkin, “go away” this phrase, causes the speech person's sentiment of regret to reveal in speech and appearance, but presented “come back” to highlight the subject repeatedly, let the human by own experience feel that the commodity credible reliable, might the taste kiss may be near. Finally stands in consumer's standpoint, makes the suggestion by the interrogative sentence form, to make suggestions, the sentiment true meaning cuts, arouses consumer's sympathy and the thinking.