Art of euphemistic Expression of Advertising Language in Public Welfare;

The author tries to probe into the pragmalinguistic failure and sociopragmatic failure in euphemistic expressions from pragmatic point of view and analyze the pragmatic failure due to context differentiation, style differentiation, difference of emotive meaning in words, cultural difference and difference in complying with the pragmatic principles.

The article is about the euphemistic expressions in Japanese,he cultural environment where it exists.

The essence of cognitive characteristics of euphemism,if analyzed from the aspects of pragmatic stipulation,metaphor and cognitive context,is a cognitive process in which people make full use of the joint effort of linguistic symbol and the cognitive system.

The present research, from the pragmatic perspective and linguistic adaptation model in particular, studies English euphemism in international politics, which is pragmatically analyzed as adaptation to the physical, social and mental contextual correlates.

The application of euphemism could be reflected by diction,variety of grammar and the proper use of You-attitude.

The author analyzes the six aspects of English euphemizing in view of inter-lingual communication, especially in vocabulary, figures of speech, grammar, syntax, mood, and non-verbal language, trying to illustrate both the indirect speech acts of English euphemizing and its application to pragmatics.

Employing the Politeness Principle,this paper elaborates on four euphemistic presentations in English in cross-cultural communication,which include"Be considerate of partners","Abstain from Taboos","Adopt softened words"and"Give partners an out".