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由于生活水平的提高，化妆品在人类生活中是非常重要的。发掘产品潜在客户、化妆品广告在所有的媒体都会受到欢迎。其实,化妆品广告把产品以不同的方式给顾客，主要取决于客户是谁。换句话说,他们设计不同的广告相同的产品，针对不同的观众,即男性和女性。这类属于广告差异性营销。我做一个小型研究，广告中语言使用的不同可以导致不同的广告特点。产品在更多的细节上需要下功夫,这篇文章的目的是检查在化妆品广告之中是否有性别语言差异可以利用，不同性别的客户回答可以帮助解答以下研究问题:

——为什么广告商针对一个相同产品需要不止一个广告?

——两种类型的广告中，语言是最重要的差异之一(如角色,语言,其他广告技术…)?为什么做这样的区别,有多重要?

Cosmetic products are very important in human life due to the improvement of the living standards. And by bringing the products to potential customers, cosmetic advertisements are quite popular in all means of media. Actually, cosmetic advertisers bring the products to customers in different ways which depend mostly on who the customers are. In other words, they design different advertisements of the same product to target different groups of viewers, namely men and women. The differences among such advertisements motivate me to do a small-scaled research on one of the factors that lead to such different features: the languages used in those advertisements. In more details, this essay aims to examine if any gender-based linguistic differences can be utilized in cosmetic advertisements with the purpose of targeting and influencing viewers of different genders by answering the following research questions:

- Why do advertisers need more than one advertisement for ONE same product?

- Is language one of the most important differences (among other differences like characters, language, other advertising techniques …) between the two kinds of advertisements? Then why and how important is it in making such difference?

In this section, a general view of advertising and gender differences will be introduced in order to provide a basic background to answer the very first research question before the main focus of the essay is discussed about further details of language use in advertisements. A special attention is paid on the theory of gender differences in language use in advertisements, which will be examined in seven different advertisements for Clear Shampoo in the later part of the essay.

Nowadays, businesses and manufacturers are actually aware of the great importance of advertising their products or services since a successful advertisement can bring them great profits whereas an unfortunate commercial can lead them to bankruptcy (Sadek-Endrawes, 2008). Thus, businesses and manufactures always try their best to find out ways to design the best advertisements for their products and services with the utilization of effective techniques. Those techniques then are used as tools to attract attention, “engage minds, trigger emotions and change what people think” (adcracker.com - a famous website for tips, tools and techniques to create world-class advertising ideas). Among them are special metaphors (a symbolic representation for the product), promises of benefit or problem solving, offers of free samples, features of human-like and life-like, features of “eye candy”, etc. Writers from adcracker.com also believe that it might be useful to choose or create their own characters who are put in some special situations, for example conflicts, which can be exaggerated. But the most and foremost important techniques that all advertisement designers need to know are the techniques of choosing the target viewers and l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。