化妆品广告语言特色研究

发布时间：2018-07-12 15:59

本文选题：化妆品 + 广告语言　；参考：《安徽大学》2010年硕士论文

【摘要】：广告语言研究是当前应用语言学领域的研究热点。目前针对化妆品广告语言的研究相对来说还比较薄弱,需要开展更为全面、细致的专门研究。本文试图从汉语语言学的视角,从不同侧面对化妆品广告语言进行较为系统深入的探析。研究的目的在于通过对大量化妆品广告语料的具体分析,总结化妆品广告语言在语音、词汇、语法方面的特点,分析化妆品广告语言体现出的女性化特色和审美特色。本文共分五章：第一章是绪论,主要对化妆品、广告、广告语言这几个概念进行界定,明确相关概念之间的界线,确定研究的对象和范围。此外,本章还对化妆品广告语言的研究现状进行了综述,阐明本文研究的目的和意义以及研究的方法和思路。第二章主要针对化妆品广告语言的内部结构层面,深入分析化妆品广告语言在语音、词汇、语法三个方面的运用规律和特点,总结化妆品广告语言的结构特色。概括来说,在语音上,化妆品广告语言呈现出节奏感强、韵律和谐的特色；在词汇使用方面,其特点是常用词类主要以名词和形容词为主,具有强化记忆,突出功效的作用,偏爱颜色词、外来词,也是其词汇使用方面的重要特点；在句类和句式使用方面,陈述句、疑问句、祈使句和感叹句四类句式都常用,但陈述句、祈使句用得较多,句式上常用短句、肯定句式。第三章着重分析化妆品广告语言的女性化特征。化妆品广告语言受目标受众——女性消费者群体的影响,体现出比较明显的女性化特征：化妆品广告语言注重修辞手法的运用,以提高化妆品广告语言的艺术表现力,凸显化妆品广告语言的女性化特色。第四章从化妆品广告语言的情感、语音和句式三个方面进行分析,揭示化妆品广告语言的审美特色。第五章是结语部分,对全篇的主要观点和重要结论进行归纳总结,阐述本文相关研究的作用、价值和意义。本文在对大量化妆品广告语料进行充分分析的基础上,借鉴前人的研究成果和方法,对化妆品广告语言特色进行一些尝试性分析,以期在一定程度上揭示化妆品广告语言的结构特点和语言运用特色,为广告语言学的深入研究提供一定的助益；本文的相关研究结论能够帮助消费者更好地认识和了解化妆品广告以及化妆品广告语言；本文针对化妆品广告语言的专题研究,将为本领域或者相关领域的广告设计制作人员策划广告文案提供有益的参考。
[Abstract]:The study of advertising language is a hot topic in the field of applied linguistics. At present, the research on cosmetics advertising language is relatively weak, need to carry out more comprehensive, detailed and specialized research. This paper attempts to explore cosmetics advertising language systematically and deeply from the perspective of Chinese linguistics. The purpose of this study is to summarize the characteristics of cosmetic advertising language in phonological, lexical and grammatical aspects, and to analyze the feminine and aesthetic features of cosmetic advertising language through the concrete analysis of a large number of cosmetic advertising materials. This paper is divided into five chapters: the first chapter is the introduction, mainly defines the concepts of cosmetics and advertising language, clarifies the boundary between the related concepts, and determines the object and scope of the research. In addition, this chapter also summarizes the research status of cosmetics advertising language, expounds the purpose and significance of this study, as well as the research methods and ideas. In the second chapter, aiming at the internal structure of cosmetic advertising language, the author makes a deep analysis of the application rules and characteristics of cosmetic advertising language in three aspects: pronunciation, vocabulary and grammar, and summarizes the structural characteristics of cosmetic advertising language. To sum up, cosmetic advertising language has the characteristics of strong rhythm and harmonious rhythm in pronunciation. In the use of vocabulary, its characteristics are that the common words are mainly nouns and adjectives, which have the function of strengthening memory and prominent effect. Preference for color words and loanwords is also an important feature of their lexical use. In the use of sentence types and sentence patterns, four types of sentence patterns, declarative, interrogative, imperative and exclamatory, are commonly used, but declarative and imperative sentences are used more frequently. A short sentence is often used in the sentence structure. Chapter three focuses on the feminization of cosmetic advertising language. The cosmetic advertising language is influenced by the target audience-female consumer group, which embodies the feminization characteristic: cosmetic advertising language pays attention to the use of rhetorical devices in order to improve the artistic expression of cosmetic advertising language. To highlight the feminization of cosmetic advertising language. Chapter four analyzes the aesthetic characteristics of cosmetic advertising language from three aspects: emotion, pronunciation and sentence pattern. The fifth chapter is the conclusion part, summarizes the main viewpoints and important conclusions of the whole article, and expounds the function, value and significance of the relevant research in this paper. Based on the full analysis of a large number of cosmetic advertising materials, this paper makes some tentative analysis on the linguistic characteristics of cosmetics advertising, drawing on the previous research results and methods. In order to reveal the structural characteristics and language application characteristics of cosmetic advertising language to a certain extent, and provide some help for the in-depth study of advertising linguistics; The conclusions of this paper can help consumers to better understand cosmetics advertising and cosmetic advertising language. It will provide useful reference for the advertisement designer in this field or related field.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H152

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