politeness principle theory In English advertisingwe often found many advertising closely related with the politeness principle theory in English advertising. The politeness principle theory is point that the impolite information to the minimum degree express abate under the same conditions.Leench put forward that the politeness principles make up of six criteria,they are Tact maxim, Generosity maxim, Approbation maxim, Modesty maxim, Agreement maxim, Sympathy maxim.Leench suppose ,the polite phenomenon in language is these standards interact to produce joint effect.The first principle is Tact maxim, It means that it increase the benefit to others, reduce the others1 pay. For example, the advertising 'now, four Seasons luxury in a village rental.5And the another one which also is renting and leasing vertising is £better than a holder.Luxury suites, elegantly furnitured with daily maid & linen plimentary membership for Pool &Health Club.Available on long or short term leases. ' Two ads as to the audience showed consumers will get the greatest benefit.when you rent or buy the house, you can get the good service and enjoy a comfortable environment.The second rule is Generosity maxim, It is the meaning of decrease as far as possible to their own benefit, for their pay increase. We often find Englishadvertisement which depreciate advertising usually use that criteria. For example/ All for Sales. 80%/70% off/and5 Sale! Up To $3 Off/they all propaganda sales and Merchants pay below cost or lose sales.They publicize that they really made a great concession and pay.it will make consumer thinks and fell it get great benefits. But the price of products is not to go down too much, it is just a strategy which businessmen use.The third rule is Approbation maxim.. it is also use widely and it is very in our daily life ,lt means that it raise pintentionally the products or a part of products5 advantages of the advertising. For example, a perfume advertising says to 'the most unforgettable in the world wear revlon'and 'sensual,woody,floral.The women^fragarance that evokea the timeless essence of fomance.Romance was created for the woman who believes in true love, affection, warm th and toge therness.' It praised this scent sensual, woody, with floral and propaganda says women use this type of perfume can embody romantic essence.There is famous advertising around the world, 'W e re only Number 2. We try harder1. It is a trucking companies advertisement. Just started to build, the company behind other large companies, so they propaganda that they are only Number 2. So it can easily get consumers recognition., when the company become the Number 1 in which area, it still stuck to publicize this AD.lt make consumer think this company modest and it will improve their service quality..thisad use the fourth maxim which is Modesty maxim. The fifth rule is Agreementmaxim.lt is also very important of ads.it often use the consumers identificated of an object to Identificate some advantage of products.such as that ad 'Stay ontop of your shipping needs Greeter profitability through greater efficiency.5and'We expect a lot of ourselves. You can, too.' They all make consumers toapprove such services.The last principle is sympathy maxim . He is showing the shortcomings of person or object to get consumers sympathy and resonance. Finally it will propagandathe product or service can help you. There is a brand fitness equipment'ad which is' No body is perfect5.It tell all people that all people's body is not perfect,butour product will help you to make your body change better . Of course it alsohave many examples, I just remember little.In short, these six principle is our daily life can often find.they also have their rules, Whichever principle, if we can use it very good in English advertising, it will beplays a large role for product sales,广告策划案例分析食品一果冻的广告策划一种新产品问世，要力求达到大量销售的目的，必需要做广告，而广告代理商的策划好坏便直接关系到该产品能否在市场打开销路，占得一席地位，甚至在同类产品中，获得后来居上的优势？经过了近30年的努力，今日我国的广告界中，已有几家经营得制度化的广告代理业者。

新产品的销售广告计划，如能充分信任这些广告代理业商，委托这些广告公司负责做广告策划，充分接受广告代理公司的建议，往往会收到意外良好的市场效果。

'果冻'这种新产品，在去年夏秋两季，所创造的巨大成功，就是基于成功的广告策划而形成的一个很好的实例。

这种新产品的制造者（广告主），在产品研制到达可以问世的标准后，就将整套的广告工作，包括对产品的命名、包装设计、商标设计、市场研究、广告的步骤等，全部委托XX广告公司代理。

XX广告公司接受了这样整套的工作，深感责任重大, 倾全力来为广告主研究设计。

首先，他们会同广告主，列出了新产品在市场中的竞销对象，是冰淇淋、冰棍、水果等等。

在详加分析比较后，找出新产品有儿项优点：它是和很多水果一样，都不含淀粉，在营养和味道方面，亦胜过冰洪淋。