源于个人话语范畴的介入标记似乎越来越多地出现在社会用语中 。对中文印刷广告的历时考察显示，广告语篇中的个人介入成分呈现上升趋势，主要表现在：个人化言语行为的实施频率越来越高；体现个体交际特征的礼貌策略的使用频率在显著增加。这些发现似乎表明，广告商面向目标消费者采用的言语交际方式越来越个人化，其动机从语言顺应论角度看乃是试图强化广告话语对消费者的情感影响和劝说力度。

It is an apparent trend that more and more involvement markers typical of personal domain of discourse find their way into the world of public discourse． A diachronic survey reported in this study shows that there has been continued growth in the amount of personal involvement used in Chinese print advertisements across different times ，as manifested in the significant increase in the frequency of personal speech acts ( as shown in the increasing use of first-person pronouns ，decreasing use of gen- eral referring expressions for the consumers ，more and more occurrences of expressive acts ，etc． ) ，and politeness strategies in- dicative of individual-to-individual interaction． Thus ，it might be concluded that advertisers ’way of verbal communication with their targeted consumers seems to be getting more and more personalized ，which underlies the former ’s adaptive effort to intensify the emotional effects and persuasive power of the advertising discourse concerned．