Abstract This study seeks to investigate the socio-pragmatic and persuasive functions of politeness in Jordanian print advertisements. Specifically, the study is concerned with the linguistic politeness strategies the Jordanian ads deploy in order to persuade the potential Jordanian customers of their products. Brown and Levinson’s (1987) seminal work as well as Watts’ (2003) and Spencer-Oatey’s (2005) research on politeness provide the framework for this study. My study is based on examining linguistic politeness as linked to social relationships (Christie 2005), in that “‘ways of putting things’ ... are part of the very stuff that social relationships are made of” (Brown and Levinson 1987: 55). It is believed that the success of the ads hinges on their politeness and persuasion strategies that appeal to the socio-economic and cultural specificities of Jordanian society. To this end, 200 Jordanian ads were collected from Al-Ghad, Al-Rai, and Ad-Dustour, the major Jordanian newspapers. The ads’ messages were analyzed to highlight their politeness strategy category and subcategory and their frequencies were computed. This study was conducted on the assumption that the ads would use more positive politeness strategies to establish rapport with the customers in the hope of winning the approval of their products.

中文翻译：

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约旦印刷广告中的礼貌策略和礼貌标记作为说服工具的研究

摘要本研究旨在探讨约旦印刷广告中礼貌的社会语用和说服力。具体来说，该研究关注约旦广告的语言礼貌策略，以说服潜在的约旦产品客户。Brown和Levinson（1987）的开创性工作以及Watts（2003）和Spencer-Oatey（2005）关于礼貌的研究为这项研究提供了框架。我的研究基于对与社交关系有关的语言礼貌的研究（Christie 2005），因为“'放置事物的方式……是构成社交关系的全部内容的一部分'”（Brown and Levinson 1987：55） ）。可以相信，广告的成功取决于其礼貌和说服策略，这些策略和吸引力吸引了约旦社会的社会经济和文化特点。为此，从约旦主要报纸Al-Ghad，Al-Rai和Ad-Dustour收集了200个约旦广告。分析广告的消息以突出显示其礼貌策略类别和子类别，并计算其频率。进行这项研究的前提是，广告将使用更积极的礼貌策略与客户建立融洽的关系，以期赢得其产品的认可。分析广告的消息以突出显示其礼貌策略类别和子类别，并计算其频率。进行这项研究的前提是，广告将使用更积极的礼貌策略与客户建立融洽的关系，以期赢得其产品的认可。分析广告的消息以突出显示其礼貌策略类别和子类别，并计算其频率。进行这项研究的前提是，广告将使用更积极的礼貌策略与客户建立融洽的关系，以期赢得其产品的认可。