Abstract

With the high-speed development of commodity economy, more and more skin care products swarm into people’s daily life. Advertising language of skin care products is playing a significant role in modern commercial society. Because of the common language spoken in many countries, English makes advertising English have a profound effect. Advertising English has its own character. In order to persuade customers, the language of advertising English must be forceful and effective enough to attract their attention. To arouse their interests and to encourage their purchasing actions, language adapts to the audience from the female to the male, from the adult to the children, adapts to the emphasis on beauty to the health and the organic green, adapts to the standard of living from low-end to high-end, and adapts to the development of the times. The use of adaptation theory in advertising language can not only enhance the appeal of language, but also promote customers to buy the products. So the four adaptations of the Linguistic Adaptation Theory in skin care advertising are to conform to the speaker and the hearer, to conform to the psychological world, to conform to the social world and to conform to the physical world. The process of advertising creation needs to make language choice and conform to communicative context. This paper mainly discusses the adaptation theory applied in advertising English, so that we can have a better understanding of advertising language of skin care products. It promotes the role of advertising language in advertising and achieves the economic purpose of advertising.

Key words: advertising language; adaptation theory; skin care products