英文化妆品广告语对中国年轻女性消费心理的影响

Abstract
The famous advertisement producer David Ogilvy said, “Vivid language is a must for a successful advertisement. It would be a failure if the language used in the advertisement was poor, vague and hard to understand”.  Thus in an advertisement whether or not the language can be properly used can greatly influence the success of an advertisement and determine whether it can attract consumers. With the rapid development of China’s economy, Chinese young women have much more money to spend and, especially, a great amount of money spent on cosmetics. However, from some latest researches, we can see that, cosmetics of foreign brands take the greatest part of Chinese cosmetic market. Besides the high-quality products and advanced marketing strategy, another reason why cosmetics of foreign brands can be so successful is that the advertisements they made can attract consumers’ attention successfully. And the most important thing is that they have a good command of designing the language style of the advertisements and using rhetoric devices in cosmetic advertisements while China’s cosmetic enterprises are not good at using proper and attractive cosmetic advertisement language. Focusing on Chinese young women’s consumption psychology, this paper will use questionnaire, observation and comparison to analyze the influences on Chinese young women’s consumption psychology produced by the language used in English cosmetic advertisements. And the author hopes that this paper can offer some useful information for Chinese cosmetic companies on producing English cosmetic advertisements so that Chinese cosmetic product sales can be successfully promoted.

Key words: cosmetics, advertisement in English, Chinese young women, consumption psychology, language characteristics, product promotion, better sales

中文摘要
广告大师大卫奥威格认为:“生动形象的广告语言是一则广告成功的必要条件，假若广告语言晦涩难懂，这则广告肯定是失败的，缺乏生命力的”。因此广告语的运用是否恰当出色很大程度上决定了这则广告是否成功，是否能吸引消费者的兴趣。而随着中国的经济发展，中国的年轻女性有了更多的金钱支配，并且将大部分的金钱消费在化妆品上。然而从一些的调查研究我们不难发现很大一部分的中国化妆品市场被外国化妆品所占据着。外国化妆品之所以能在中国取得如此大的成功除了因为其产品质量优秀和营销策略得当外，另外一个重要的原因便是其广告成功地吸引了消费者的兴趣，它们的广告语在修辞运用和语言风格设计上独具匠心，而在这方面中国企业则做得较为逊色也因此对中国化妆品的销量造成了很大的影响。因此本文将针对中国年轻女性的消费心理，运用问卷调查，对比，观察等方法来探索研究化妆品英文广告语对其心理的影响，分析优秀的化妆品英文广告语的语言风格特征，希望能给中国化妆品企业在制作化妆品英文广告时提供一些可供参考的意见,从而促进中国化妆品的销售。

关键词：化妆品, 广告英语，中国年轻女性, 消费心理，语言特色, 促销，提高销售量

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