本文以刊登在The Bulletin杂志上的“NIVEA"妮维雅)男士护肤品广告为例，主要从词汇、人称、语态、有关话语的问题等方面进行分析，进而揭示话语和社会文化的关系，捕捉话语中所蕴涵的社会文化信息，透视广告话语的社会建构功能，从而说明广告话语具有社会性，并且能够彰显社会文化等多维度的变化。

NIVEA是全球著名的护肤品品牌。该品牌由德国拜尔斯道夫(Beiersdorf)公司创立，至今有一百多年的历史，其产品种类多，品质高，特别是男士专用护肤品深受男士们的青睐，销量在欧洲市场稳居排名第一。以下是该广告的内容:

n} FACE OF THE FUTURE

You've worked long and hard to get where you are, and now you face the world with your mind and body primed for the pressures and challenges of meeting your goals .

You have a strong vision for your future, and you know who you are. You're in great shape一financially, emotionally, physitally—and you know what you're doing and where you're going.But what do people see when they look you in the face?

Long hours, sustained physical and psychological stress, lack of sleep and skipped meals may come with the job, but sooner or later they have to take their toll . And the first place the effects become obvious is in your face, when skin begins to lose its firmness and look dull, tired, even lifeless.

MEN' S SKIN IS DIFFERENT

A man's skin is thicker and greasier than a woman's (giving it great water retention and higher moisture levels, so skin looks tauter and firmer for longer )，and it' s hairier(men spend about 3000 hours or I40 days of their lives shaving).In short, men have specif is skincare requirements .

IN-YOUR-FACE FACTS

Just as it's important to maintain your body in peak condition,it pays to keep your face in shape .

MORE 1`HAN SHIN DEEP

Made just for men, high-performance NIVEA FOR MEN Active Firming Moisturiser is a technologically progressive treatrnent that,when used daily, actively maintains skin' s elasticity and suppleness. Highly effective and easy to use, the non-greasy formulation is concentrated with fast-absorbing moisturizing agents, vitamin E, provitamin BS and a UVA and UVB fitler system that protects the skin from sunlight-induced damage and environmental influences. But the secret ingredient is creatine, a naturally occurring essential element that works by stimulating the skin's natural regeneration processes to repair and strengthen the skin' s structure and restore suppleness,tone and vitality .

Tired, dull skin can be the result of many factors, such as stress, pollution, dehydration or lack of sleep.

Creatine has a protective effect on your skin, acdvaiing cell repair and stimulating collagen synthesis . Creatine actively works to enhance skin density and elasticity, resulting in greater tone and vitality.

YOU STILL HAVE PLACES TO G0, PEOPLE TO MEET. SO IT' S IMPORTANT THE FACE YOU SHOW THE WORLD LOOKS GOOD—TODAY AND TOMORROW，

下面是对该广告话语的分析。

2.1词汇分类

在描述男士的面部、皮肤和身体时，广告用了很多动词短语，如:lose its fnmness; look dull, tired, even lifeless; look tauter and firmer for longer; have specific skincare requirements; Man's skin is thicker and greasier than a woman's.

对于“NIVEA"男士护肤品，广告用了较多的形容词和一些动词来描述，如:active firming moisturiser; a technologically progressive treatment; actively maintains skin' s elasticity and suppleness; non-greasy formulation;highly effective; easy to use; secret ingredient一。eatine; stimulating skin'。natural regeneration processes to repair; restore suppleness, tone and vitality等。

从词汇分类可以看出，广告用了很多动词和形容词，其作用是向读者传递有关信息。这些信息包括男士以事业为重，要应对各种压力和挑战;睡眠不足，吃饭没有规律;忽略了皮肤保养，因此出现了面带倦容、毫无生气的状况。另外，男性皮肤有其特点，需要特别护理。形容词的使用强调了"NIVEA'’产品的好处和独特性及对男士皮肤的适用性，从而引起读者的关注和兴趣，使读者迅速作出心理反应，对产品坪然心动。

2.2人称

这则广告使用的人称代词主要是“you"，如:You have worked long and hard to get where you are; You face the world with your mind and body primed goals; You have a strong vision for your future; You know who you are; You know what you're doing; You know where you are going; You still have places to go, people to meet. So it's important the face you show the world looks good—today and tom~等。

韩礼德认为，人称包含话语的人际意义，具有人际功能。“你”具有听众/读者指向性，这是由“你”的外延意义决定的。所有“你”的指称都是在玩它的外延意义的游戏。(李战子，2002:139)在广告话语中，人称的实际意义与语法上的第一、第二和第三人称并不总是完全对等。广告商为了达到商业宣传、推销产品的目的，想方设法提高广告的可信度和说服力，通过广告话语间接地与读者进行交流，从而拉近与读者的距离。读者通常是潜在的消费者，因此，读者就是听话者或受话者。

这则广告大部分是以受话者/消费者为中心、为出发点(addressee-oriented)的语篇组织模式，贯穿于整个语篇的突出的衔接链(cohesive chain)(黄国文2001:135)是由“you”组成的。这种组织模式把“you”置于主语的位置，使其承载重要信息，表现出发话者/广告商是如何把所推销的产品与受话者联系起来，具有很强的劝说性和说服力。

广告商以受话者“you”为视角，对经过奋斗而获得事业成功的男士进行描述，特别强调成功男士的面部在社交场合的重要性。接着是对男士面部、皮肤和身体的状况进行描述。由于事业的打拼、工作的压力和挑战，男士看上去疲惫不堪，面部失去光泽，缺乏生气。同时，男性的皮肤具有比女性厚、油腻的特点，更需要锁水、保湿，更需要特殊护理。最后用很多动词、形容词和副词描述“NIVEA'’男士专用护肤品的效果。这些描述环环相扣，受话者边读边融人到广告情景中，不自觉地把自己同广告中的“you”联系在一起。这样的广告易引起受话者的共鸣，使受话者不知不觉地受到诱惑，接受广告商要传达的产品信息。人称包含着话语的人际意义，提高了广告的说服力和可信度，缩短了广告商和读者之间的心理距离，从而达到推销的目的。

另外，这则广告中没有直接使用第一人称，但不难推断出谁是说话者。广告商充当说话者的角色，与受话者确立了间接的对话关系，在广告中与受话者对话、交流。

2.3语气

除了人称之外，语气也是广告商用来控制读者的手段。这则广告采用陈述语气和疑问语气，不用祈使语气直接要求读者采取行动，而是间接地敦促，从而达到在消费者中树立自己的形象和推销的目的。这种类型的销售称为软性销售(soft selling) o(李战子，2002:42)陈述语气通常起着陈述事实、传递信息的作用。如:A man' s skin is thicker and greasierthan a woman's;Tired, dull skin can be the result of many factors,such as stress, pollution, dehydration or lack of sleep; Creatine actively works to enhance skin density and elasticity, resulting in great- er tone and vitality等。

除了提供信息之外，这些陈述语气的作用是吸引读者的注意力，诱惑读者，使读者不经意间对广告要传达的信息产生兴趣，对购买产品产生冲动，体现了发话者的交际角色(信息发布者、广告商)和交际目的(为了推销”NIVEA'，男士护肤品)。