【正文】 蘇州大學(xué)本科生論文Chapter 1 Introduction SignificanceNowadays, advertising is playing a very significant role in our daily lives, which is one of the greatest motivations for us to buy certain products or services. “Every day and for most of our lives we see and hear many advertisements. Even if you don’t read a newspaper or watch television, and walk around the streets with eyes down, you will find it impossible to avoid some form of publicity” (Dyer 1982: 3). Advertising nearly appears everywhere and its effects on us are so deeprooted that we say “no advertising, no life”. With the rise of people’s living standard, people especially women attach great importance to their physical appearance. As a result, cosmetics industry begins to flourish and cosmetics advertisements bee an important part in our daily lives. In order to give publicity to their products or services, advertisers are in great need of using some rhetorical means to attract customers’ attention. “Advertisers may never have studied rhetoric, but they employ many of the strategies of this ancient art to influence the attitudes and actions of those who are exposed to the advertisements” (Corbett﹠Connors 1999: 2). Among these strategies, Aristotle’s persuasion principles are very popular and widespread. It is a fact that Aristotle’s Rhetoric is regarded as the foundation of western classical rhetoric. In this masterpiece, the knowledge of persuasion and appealing strategies, such as “ethos”, “l(fā)ogos” and “pathos”, are illustrated in a systematic and rational way. In modern society, persuasion is adopted in nearly all fields of society, which supports social munication, advertising and other forms of publicity. As a result of the great significance of Aristotle’s persuasion principles and the popularity of the cosmetics advertisements, it is necessary for us EFL learners to understand these appeals and know how to analyze English cosmetics advertising. ObjectiveMany researchers study English cosmetics advertisements from linguistics, culture, and translation and so on. This paper wants to research it from another distinct angleAristotle’s persuasion principles including “l(fā)ogos”, “pathos” and “ethos”. It is hoped that this study can give some suggestions to advertisers about how to attract audiences’ attention by applying these persuasion appeals and teach EFL learners how to understand English cosmetics advertisements. Moreover, it is also hoped that this study would be advantageous to future research of English cosmetics advertisements. OrganizationThis thesis is posed of five chapters. The first chapter is introduction, which states the research significance and purposes of this study。 Chapter 2 is about the literature review, which provides a short retrospection of the previous research on Aristotle’s persuasion principles and cosmetics advertisements。 Chapter 3 is the theoretical framework which consists of the definition of Aristotle’s persuasion principles and some specific ways of the application of these three appeals。 Chapter 4 is about the analysis of the different ways of these three appeals applied to the selected advertisements。 Chapter 5 is the conclusion, which includes the summary, limitations and remendations of this research. Chapter 2 Literature Review Previous Studies on Cosmetics AdvertisingIn this part, the author will critically review the literature concerning the definition of the advertising and Aristotle’s persuasion principles as well as the related studies on ethos, pathos, logos and cosmetics advertisements.Owing to the development of the cosmetics, there are a lot of researches on cosmetics advertising from different angles including interpersonal meaning, critical discourse analysis, stylistics, social culture and language arts and so on.From the aspect of interpersonal meaning, Yang Luoqian (2006) analyzes the cosmetics advertisements from the approach of SystemicFunctional grammar. The author aims to discuss linguistic characteristics of cosmetic advertising texts and discover how the advertisement attracts the consumers to buy cosmetics by carrying out interpersonal meaning analysis from functional grammar approach. From the critical discourse analysis angle, Zhou Jin (2010) analyzes the advertising language of the collected cosmetic advertisements in order to illustrate the ideology of the consumers and advertisers. Therefore, the thesis finally aims to reveal how cosmetic advertisements influence and persuade the potential consumers to buy the products.From the stylistics angle, Wu Yan (2008) analyzes cosmetics advertisements systematically on the basis of General Stylistics and Functional Stylistics. The analysis consists of three fields including language description, discourse analysis and context factors so as to discover how the advertisers promote their products with the usage of effective language.In addition, from the perspective of social culture, Tang Xuehua (2007) pares English cosmetics advertisements and Chinese cosmetics advertisements. Through the parison between English and Chinese cosmetics advertisements, the purpose of the thesis is to find the cultural differences between them and illustrate the close relation between advertisements and the culture.Last but not least, from the angle of language arts, Zhang Lu (2010) probes into the voice, vocabulary, grammar, rhetoric, Pragmatics of cosmetic advertisements in order to discover the formation of cosmetic advertisement language arts. In addition, this thesis is also bined with linguistic, cultural analysis of cosmetic advertising. Thus, it is hoped to arouse people’s awareness of the language character and art style of cosmetic advertisements.These researches investigate cosmetics advertisements from different angles, which will help readers understand cosmetics advertising well. However, these studies do not analyze the applic