中美微商化妆品广告语言的人际意义对比研究

发布时间：2018-01-20 07:12

本文关键词： 人际意义微商化妆品广告语言对比研究　出处：《西安工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着科技的进步,微商开始流行,微商化妆品广告在促销化妆品方面起关键作用。另外,语言在人际交流中起关键作用。因此,分析微商化妆品广告语言能深入了解广告商与消费者之间的人际关系。本文基于韩礼德的系统功能语法,并结合李战子和汤普森的观点,分别从语气系统、情态系统、人称代词及评价四个方面,对五十篇中国微商化妆品广告和五十篇美国微商化妆品广告的语言进行了对比分析并总结了两者之间的异同。本文的研究方法为定性分析法和对比分析法。通过分析得出以下结果:首先,人称系统方面,中美微商化妆品广告语言中,陈述语气实现陈述功能,提供微商化妆品信息,使用频率最高。但美国微商化妆品广告较多使用祈使语气,用直接的方式与消费者交流,而中国微商化妆品广告较多使用感叹语气来表达广告商的强烈感情。其次,情态系统方面,中低值情态词在中美微商化妆品广告语言中所占比例最大,对消费者施加的压力较小,高值情态词所占比例最小。然而情态附加词在中国微商化妆品广告中使用更为频繁,使用语气附加词可以让产品信息更可靠。再次,中美微商化妆品广告语言中第二人称代词使用频率最高,使广告商与消费者更好地交流。但中国微商化妆品广告用第一人称"我"来指代化妆品,而美国微商化妆品广告则没有类似的修辞手法。最后,评价方面,中美微商化妆品广告语言都广泛使用具有积极意义的形容词和副词来实现人际意义。本文对中美微商化妆品广告语言的人际意义进行了对比研究,理论上拓宽了系统功能语法的应用领域,实践中有助于人们了解微商化妆品广告语言,更好地实现人际意义。
[Abstract]:With the progress of science and technology, derivative quotient has become popular, and cosmetics advertising plays a key role in the promotion of cosmetics. In addition, language plays a key role in interpersonal communication. This paper, based on Halliday's systemic functional grammar and combining Li Zhanzi's and Thompson's views, analyzes the interpersonal relationship between advertisers and consumers by analyzing the language of micro-quotient cosmetics. Modal system, personal pronouns and evaluation. This paper makes a comparative analysis of the language of 50 Chinese and 50 American micro-quotient cosmetics advertisements, and summarizes the similarities and differences between the two. The research methods of this paper are qualitative analysis and comparative analysis. The results of the analysis are as follows:. First. In the aspect of personal system, the declarative mood realizes the function of statement and provides the information of the derivative cosmetics, and the frequency of use is the highest. However, the American advertising of derivative cosmetics mostly uses imperative mood. With the direct way to communicate with consumers, and Chinese micro-quotient cosmetics advertising more often use exclamation tone to express the strong feelings of advertisers. Secondly, modality system. Medium and low value modal words account for the largest proportion in the advertising language of Chinese and American micro-quotient cosmetics, and exert less pressure on consumers. The proportion of high-valued modal words is the smallest. However, modal adjuncts are used more frequently in Chinese micro-quotient cosmetics advertising, and the use of modal adjuncts can make product information more reliable. The second person pronoun is the most frequently used in the Chinese and American micro-quotient cosmetics advertising language, which makes advertisers communicate better with consumers. However, Chinese micro-quotient cosmetics advertising refers to cosmetics in the first person "I". However, there are no similar rhetorical devices in American micro-commercial cosmetics advertising. Finally, the evaluation aspect. The positive adjectives and adverbs are widely used to realize interpersonal meaning. This paper makes a comparative study on the interpersonal meaning of the advertising language of micro-quotient cosmetics between China and the United States. It widens the application field of systemic functional grammar theoretically, and helps people to understand the advertising language of micro-quotient cosmetics in practice and realize the interpersonal meaning better.
【学位授予单位】：西安工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136;H313

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