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1、Chapter1Introduction1JSignificanceNowadays,advertisingisplayingaverysignificantroleinourdailylives,whichisoneofthegreatestmotivationsforustobuycertainproductsorservices."Everydayandformostofourlivesweseeandhearmanyadvertisements.Evenifyoudon^readanewspaperor
2、watchtelevision,andwalkaroundthestreetswitheyesdown,youwillfinditimpossibletoavoidsomeformofpublicity”(Dyer1982:3).Advertisingnearlyappearseverywhereanditseffectsonusaresodeep-rootedthatwesay“noadvertising,nolife”.Withtheriseofpeopledlivingstandard,peopleesp
3、eciallywomenattachgreatimportancetotheirphysicalappearance?Asaresult,cosmeticsindustrybeginstoflourishandcosmeticsadvertisementsbecomeanimportantpartinourdailylives.Inordertogivepublicitytotheirproductsorservices,advertisersareingreatneedofusingsomerhetorica
4、lmeanstoattractcustomers，attention."Advertisersmayneverhavestudiedrhetoric,buttheyemploymanyofthestrategiesofthisancientarttoinfluencetheattitudesandactionsofthosewhoareexposedtotheadvertisements^^(Corbett&Connors1999:2).Amongthesestrategies,Aristotle'spersu
5、asionprinciplesareverypopularandwidespread.ItisafactthatAristotle^sRhetoricisregardedasthefoundationofwesternclassicalrhetoric?Inthismasterpiece,theknowledgeofpersuasionandappealingstrategies,suchas“ethos”，“l(fā)ogos"and“pathos二areillustratedinasystematicandrati
6、onalway.Inmodernsociety,persuasionisadoptedinnearlyallfieldsofsociety,whichsupportssocialcommunication,advertisingandotherformsofpublicity.AsaresultofthegreatsignificanceofAristotle^persuasionprinciplesandthepopularityofthecosmeticsadvertisements,itisnecessa
7、ryforusEFLlearnerstounderstandtheseappealsandknowhowtoanalyzeEnglishcosmeticsadvertising.1.2ObjectiveManyresearchersstudyEnglishcosmeticsadvertisementsfromlinguistics,culture,andtranslationandsoon.Thispaperwantstoresearchitfromanotherdistinctangle—Aristotle^
8、spersuasionprinciplesincluding"logos二“pathos，，and"ethos".Itishopedthatthisstudycangivesomesuggestionstoadvertisersabouthowtoattractaudiences9attentionbyapplyingthesepersuasionappealsandteachEFLl
