Abstract: English advertising language as an important part of modern English vocabulary has its own unique characteristics. One major characteristic of advertising culture is that it is strongly restricted by social culture. This paper analyzes the relations between western politeness culture and English advertisements and mainly discusses some features, its applications and significance of western politeness culture in English goods and service advertisements. Politeness principle plays an important role in successful communication；advertising is one of the common communication activities in people’s life. It is the exchange between product manufacturers and consumers, and the politeness principle also has a guiding role on the use of the slogan.

Key words: English advertisements; Western politeness culture；Goods; Service

摘要：广告语言成为现代英语语言的重要部分，有它独特的特征。广告的文化特征主要表现在它受到社会文化的强烈制约。本文从西方礼貌文化分析了它与英语广告的关系，以及分析了它在产品和服务这两个方面的英语广告中的特点，运用和意义。礼貌原则在人们的成功交际中起着重要的作用，广告也是人们生活中常见的交际活动之一，它是产品厂商与消费者之间的交流，礼貌原则对广告语的使用也同样具有一定的指导作用。

关键词：英语广告；西方礼貌文化；产品；服务