护肤品品名词语及其性别差异研究

发布时间：2018-02-20 06:53

本文关键词： 品名护肤品品牌词语性别差异标记　出处：《广州大学》2012年硕士论文　论文类型：学位论文

【摘要】：本文运用定量统计、对比分析法着重研究护肤品品名的品牌词语、系列词语、功能词语、效果词语、对象词语、特点评价词语及质料词语的性别差异，且发现各类词语的性别差异与男女生理特征、皮肤护理特征，社会学上的男女外部形象、性别气质、传统审美文化和人名传统，心理学的性别角色、性别角色量表，广告学的品牌联想等密切相关，为护肤品及化妆品品名、广告语言的设计提供了较有价值的参考。文章通过性别标记发现护肤品的品牌词语存在大量的女性性别标记，同时新兴的男性品牌也出现相应的男性性别标记，这些标记与生理现象、社会性别角色及取名传统密切相关。系列词语对品名具有类推和概括作用，具有明显的层级性，，且男、女系列词语存在着数量、性别标记及具体词语运用上的差异；功能词语和效果词语在内部结构成分、高频词语、男女共用词语及单用词语上都存在明显的差异，差异的产生与男女生理特点、性别气质、审美文化及性别正性量表等密切相关；对象词语、特点评价语素（词）及词语的性别差异分别表现于性别标记和强化词语；质料词语则在数量和类别上存在较大的性别差异。
[Abstract]:In this paper, quantitative statistics and comparative analysis are used to study the gender differences of brand words, series words, function words, effect words, object words, characteristic evaluation words and material words of skin care products. It also found that the gender difference of all kinds of words and expressions and the physiological characteristics of men and women, the characteristics of skin care, the external images of men and women in sociology, the gender temperament, the traditional aesthetic culture and the tradition of people's names, the gender roles of psychology, the gender role scale, etc. The brand association of advertising is closely related, which provides a valuable reference for the design of skin care products and cosmetics. In this paper, we find that there are a large number of female gender markers in the brand words of skin care products, and there are corresponding male gender markers in the new male brands, these markers and physiological phenomena. Gender roles and naming traditions are closely related. The series words have the function of analogy and generalization, and have obvious hierarchy, and there are differences in the number, gender marks and the use of specific words between men and women. There are obvious differences between functional words and effect words in internal structural components, high-frequency words, common words between men and women and single-use words. The differences are related to the physiological characteristics and gender temperament of men and women. Aesthetic culture and gender positivity scale are closely related; the gender difference of object words, characteristic evaluation morpheme (words) and words are manifested in gender markers and reinforcement words, while there are large gender differences in quantity and category of material words.
【学位授予单位】：广州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H146

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