语用预设视角下Facebook中化妆品广告营销话语劝说功能的研究
发布时间：2020-10-15 23:30
本文从语用预设的角度来研究Facebook中化妆品广告的劝说功能,作者试图从预设的角度来分析化妆品广告中如何更好的实现劝说功能,从而总结出较为理想的劝说策略,同时也让消费者熟知化妆品广告的效用机制。广告的主要目的是劝说消费者购买,广告商通常会采用理性,情感或道义劝说策略来吸引消费者。本文采用语用预设以及亚里斯多德的三大劝说诉求作为理论框架来研究分析社交软件Facebook中的劝说策略和语用预设。文章采用定性及定量分析来研究以下三个研究问题:1)Facebook化妆品广告中通常使用哪些策略来帮助实现理性,情感和人格上的劝说功能?2)Facebook化妆品广告中如何运用语用预设来帮助实现劝说功能?3)在实现劝说功能上哪些劝说策略及语用预设的使用频率较其他更高?本文从Facebook平台中选取了70份化妆品广告作为样本,采用定性分析的方法将样本中的劝说策略分为三大类,将样本中的语用预设分为四类,最后采用定量的分析方法计算出三大劝说策略及四大语用预设的使用频率,以便找出广告语言中可供使用的最佳策略。研究发现,事实预设通过陈述事实来提高可信度,信念预设通过加强或者挑战现有的信念来促使消费者接受产品,状态预设通过回忆不美好的状态和展望理想的状态来激发购物欲望,行为预设通过对消费者行为的干预来影响消费行为。化妆品广告中通常采用六种理性策略,四种感性策略以及两种道义策略来劝说消费者。Facebook化妆品广告中理性策略使用频率更高,事实预设和状态预设较其他预设的使用频率更高。三大劝说策略通常出现在四种语用预设中,因此采用理性,感性及道义劝说策略的语用预设可相应的划分为理性预设,情感预设及道义预设。此研究既有理论意义也有实际效用。理论上本文探究了语用预设和亚里士多德的三大劝说诉求之间的联系,拓宽了劝说功能研究的领域。本文还推理出理论预设,感性预设和道义预设,对拓宽预设分类的研究有一定的贡献。实际效用上,本文也给如何更具劝说性的设计化妆品广告提供一定帮助,同时也让消费者们或社交用户们熟知化妆品广告的效用机制,本文能帮助他们理解广告商采用的促销策略,从而理性选择化妆品产品。
【学位单位】：广东外语外贸大学
【学位级别】：硕士
【学位年份】：2019
【中图分类】：H313
【文章目录】：
ACKNOWLEDGEMENT
ABSTRACT
摘要
CHAPTER ONE INTRODUCTION
1.1 Research Background
1.2 Rationale for the Research
1.3 Research Objective and Questions
1.4 The Significance of the Study
1.5 Organization of the Thesis
CHAPTER TWO LITERATURE REVIEW
2.1 Previous Studies on Advertising
2.1.1 The Features and Functions of Advertising
2.1.2 Previous Studies on Social Media Advertising
2.1.3 Previous Studies on Advertising Abroad
2.1.4 Previous Studies on Advertising at Home
2.2 Previous Studies on Advertising and Presupposition
2.2.1 Previous Studies on Advertising and Presupposition Abroad
2.2.2 Previous Studies on Advertising and Presupposition at Home
2.3 Previous Studies on Persuasive Function
2.4 Previous Studies on Aristotle’s Three Appeals in Advertisements
2.5 Inspirations Derived from the Literature Review
CHAPTER THREE THEORETICAL FRAMEWORK
3.1 The Definition of Pragmatic Presupposition
3.2 The Classification of Pragmatic Presupposition
3.2.1 Factive Presupposition
3.2.2 Belief Presupposition
3.2.3 Behavior Presupposition
3.2.4 State Presupposition
3.3 The Function of Pragmatic Presupposition
3.3.1 Euphemistic Function
3.3.2 Concealment Function
3.3.3 Persuasive Function
3.3.4 Humorous Function
3.4 Aristotle's Persuasion Principles
3.4.1 Logos
3.4.2 Ethos
3.4.3 Pathos
3.5 The Theoretical Framework for the Present Study
CHAPTER FOUR RESEARCH PROCEDURES
4.1 Methodology and Data Collection
4.2 Specific Procedures
4.3 Data Processing
4.3.1 Quantitative Distribution of Four Types of Pragmatic Presuppositions
4.3.2 Quantitative Distribution of Persuasive Strategies
CHAPTER FIVE DATAANALYSIS AND DISCUSSION
5.1 The Rational Persuasive Strategies
5.1.1 Using Digital Figures
5.1.2 Using Scientific and Technical Terms
5.1.3 Using Contrasting Texts
5.1.4 Using Cause-Effect Texts
5.1.5 Using Problem-Solution Texts
5.1.6 Directly Stating Facts
5.2 The Emotional Persuasive Strategies
5.2.1 Using the Poetic or Lyric Prose Language
5.2.2 Using the Sense-Appeal Language
5.2.3 Exaggerating the Effect of Products
5.2.4 Using Rhetorical Question Texts
5.3 The Moral Persuasive Strategies
5.3.1 The Celebrity Endorsement Strategy
5.3.2 The Authority Strategy
CHAPTER SIX CONCLUSION
6.1 Major Findings
6.2 Limitations for Further Research
6.3 Suggestions for Further Research
REFERENCES
APPENDIX ADVERTISEMENTS SAMPLES
【参考文献】
本文编号：2842400
【学位单位】：广东外语外贸大学
【学位级别】：硕士
【学位年份】：2019
【中图分类】：H313
【文章目录】：
ACKNOWLEDGEMENT
ABSTRACT
摘要
CHAPTER ONE INTRODUCTION
1.1 Research Background
1.2 Rationale for the Research
1.3 Research Objective and Questions
1.4 The Significance of the Study
1.5 Organization of the Thesis
CHAPTER TWO LITERATURE REVIEW
2.1 Previous Studies on Advertising
2.1.1 The Features and Functions of Advertising
2.1.2 Previous Studies on Social Media Advertising
2.1.3 Previous Studies on Advertising Abroad
2.1.4 Previous Studies on Advertising at Home
2.2 Previous Studies on Advertising and Presupposition
2.2.1 Previous Studies on Advertising and Presupposition Abroad
2.2.2 Previous Studies on Advertising and Presupposition at Home
2.3 Previous Studies on Persuasive Function
2.4 Previous Studies on Aristotle’s Three Appeals in Advertisements
2.5 Inspirations Derived from the Literature Review
CHAPTER THREE THEORETICAL FRAMEWORK
3.1 The Definition of Pragmatic Presupposition
3.2 The Classification of Pragmatic Presupposition
3.2.1 Factive Presupposition
3.2.2 Belief Presupposition
3.2.3 Behavior Presupposition
3.2.4 State Presupposition
3.3 The Function of Pragmatic Presupposition
3.3.1 Euphemistic Function
3.3.2 Concealment Function
3.3.3 Persuasive Function
3.3.4 Humorous Function
3.4 Aristotle's Persuasion Principles
3.4.1 Logos
3.4.2 Ethos
3.4.3 Pathos
3.5 The Theoretical Framework for the Present Study
CHAPTER FOUR RESEARCH PROCEDURES
4.1 Methodology and Data Collection
4.2 Specific Procedures
4.3 Data Processing
4.3.1 Quantitative Distribution of Four Types of Pragmatic Presuppositions
4.3.2 Quantitative Distribution of Persuasive Strategies
CHAPTER FIVE DATAANALYSIS AND DISCUSSION
5.1 The Rational Persuasive Strategies
5.1.1 Using Digital Figures
5.1.2 Using Scientific and Technical Terms
5.1.3 Using Contrasting Texts
5.1.4 Using Cause-Effect Texts
5.1.5 Using Problem-Solution Texts
5.1.6 Directly Stating Facts
5.2 The Emotional Persuasive Strategies
5.2.1 Using the Poetic or Lyric Prose Language
5.2.2 Using the Sense-Appeal Language
5.2.3 Exaggerating the Effect of Products
5.2.4 Using Rhetorical Question Texts
5.3 The Moral Persuasive Strategies
5.3.1 The Celebrity Endorsement Strategy
5.3.2 The Authority Strategy
CHAPTER SIX CONCLUSION
6.1 Major Findings
6.2 Limitations for Further Research
6.3 Suggestions for Further Research
REFERENCES
APPENDIX ADVERTISEMENTS SAMPLES
【参考文献】
相关期刊论文 前4条
1 冯德正;;广告语篇的主位结构及其劝说功能[J];韶关学院学报;2008年01期
2 孙文娟;;广告诉诸研究[J];郑州航空工业管理学院学报(社会科学版);2006年06期
3 王丽皓,孙启耀;广告隐喻的多重功能探析[J];山东外语教学;2004年04期
4 徐昌华;关于劝说语的语用考察[J];解放军外国语学院学报;2002年03期
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