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With the development of the economy,the cosmetics industry is becoming increasinglyprosperous.In China,for example,the country has seen a rapid rise in cosmeticsconsumption in recent years,with data suggesting that national retail sales of cosmetics willgrow by 14%in 2021 compared to the same period in 2020.At the same time,the cosmeticsmarket is also an important segment for online sales platforms.As a result,cosmeticsadvertising has also become an important category in the advertising industry.Whilewomen's cosmetics are selling well today,men's cosmetics are also gaining more and moreattention.There is already a growing belief that a man who takes care of himself and hisimage is a better reflection of his inherent qualities.

Appraisal Theory was proposed by Martin and some other linguists in the 1990s.Thistheory is based on the basic ideas of Halliday's Systemic Functional Grammar,andconstructs the interpersonal function of attitude meaning on the basis of his discourseanalysis theory,which is a supplement and improvement to the interpersonal meaning.Appraisal Theory focuses on the resources of evaluation in discourse,discusses the intensityand strength of various attitudes in discourse and the sources of evaluation,and tries to showhow speakers express their attitudes,positions and opinions in discourse through discourseanalysis,which is an important theoretical supplement to the interpersonal meaning ofsystemic functional linguistics.Appraisal theoretical system is abstract and systematic,withattitudinal meaning as the core of the study and intervening and hierarchical meaning assupport for the discourse analysis of discourse.When evaluating a discourse,attitude,intervention and gradation work together to highlight the attitudinal potential of thediscourse.Within the framework of evaluation theory,the intervention system refers to howlanguage users use interventions and resources to indicate their responsibilities and attitudestowards what they say or write;the rating system is a grading of the degree of attitudinalinvolvement;and the attitude system,which is at the heart of the whole appraisal system,isthe appreciation and judgement made by the language user or recipient of the act,text,process or phenomenon.

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1.2 Research Innovation and Significance

1.2.1 Research Innovation

The subject of this study comes from the advertisements of internationally renownedluxury brands,and this year the advertising industry is one of the sectors that is growing at arapid rate.Previous studies concerning the practical application of discourse analysis focuson political discourse or educational discourse,but pay little attention to advertisingdiscourse.Previous studies of advertising language have focused on a single text,i.e.on thecharacteristics of a particular type of advertisement in its own right.Few comparative studieshave been conducted on advertisements in the same industry based on gender.This articlenot only explores the linguistic characteristics of the advertising language itself,but alsoexamines the differences between the two genders in terms of applied discourse,thusexploring gender issues in depth.This contributes to reduce readers'familiarity 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。