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．