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Two: Literature Review; and Chapter Three: Case Analysis. The literature reviewwill involve a general description of politeness theory, exploitation of politenessstrategies, and politeness and culture. Much of the work in this chapter consists ofsurveying the exploitation of politeness strategies and putting forward the positivepoliteness strategy as an effective tool in analyzing the language data. The thirdchapter is case analysis. The first part of Chapter 3 is focused on examining the use ofin-group identity markers in advertising, and the second part will explorepresupposition manipulation, another important approach to reducing social distancebetween advertiser and reader.The last chapter is conclusion, which will embrace a general summary of thethesis,possible theoretical and practical significance, and limitations and suggestedfurther research effort.