The Role of Personal Deictic Expressions in Pragmatic Empathy: An Analysis of Beauty Bloggers’ Facial Mask Promotion Videos on Rednote
Mengfen Chen

Xi'an International Studies University，Xi'an Shaanxi Province，710128；

Abstract：With the rapid growth of self-media, the number of beauty bloggers on Rednote continues to grow. In their product descriptions, bloggers frequently employ various pragmatic empathy techniques to convey communicative intentions, hereby attracting consumer attention and achieving promotional goals for cosmetics. As a linguistic carrier of pragmatic empathy, personal deixis play a crucial role in achieving empathetic effects. This study focuses on videos where Rednote beauty bloggers promote mask products, conducting an in-depth analysis of the pragmatic empathy techniques embodied in personal deixis within these videos and elaborating on their specific functions in communicative contexts.

Key words：Pragmatic Empathy; Personal deixis; Rednote; Beauty Bloggers’ Advertising Vid

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