化妆品广告语言颜色用词谱系分析

发布时间：2018-07-20 16:08

【摘要】：商品经济的繁荣，广告业的发展，使得广告语言越来越受人们的关注。网络的便捷，使得网购成了商品流通的又一个平台，网络广告为广告语言增添了新活力。迄今为止，我们对广告语言的研究成果已颇丰，对于广告语言中下一个层级颜色词的研究成果也比较多，但对于再下一个层级化妆品广告语言颜色词的研究还尚不多见。本文以化妆品广告语言颜色用词为研究对象，以网络广告为语料的主体来源，运用数据统计、问卷调查等多种手段相结合的方法，细致地分析了化妆品广告语言颜色用词的类别，新兴颜色词的结构模式，并分析了其在结构、音节、语义等方面的特征，建立了化妆品广告语言颜色用词谱系。除此之外，本文还抽取具有代表性的三个词语对化妆品广告语言颜色词进行了个案性的配值分析，从色觉，味觉，消费者性别、年龄，化妆品的使用场合，妆成效果，以及化妆品的品质等多个角度进行了配值分析。化妆品广告语言颜色用词是商品领域具体的一类产品的颜色用词情况，对其他同一层级的颜色用词的分析具有一定的参考性。在本文的分析当中，注重问卷调查的数据分析，，尽力挖掘广告受众或说消费者对颜色词的解读，比较真实的反应了广告受众对广告的认知理解，因此，对商品广告在广告策划活动方面具有一定的参考价值。
[Abstract]:The prosperity of the commodity economy and the development of the advertising industry have made the advertising language more and more concerned. The convenience of the network makes the online shopping become another platform for the circulation of goods, and the Internet advertising has added new vitality to the advertising language. So far, the research of the advertising language has been fruitful, and the next level of color in the advertising language is made. There are many achievements in the research of the words, but there are still few studies on the color words of the next level of cosmetic advertising language. This article takes the words of the color of the cosmetic advertising language as the research object, taking the Internet advertising as the main source of the corpus, using the methods of data statistics, questionnaire and so on. The features of the color words in the advertisement language of the cosmetics, the structure of the new color words, and the characteristics of the structure, the syllables and the semantics are analyzed. In addition, three representative words are selected for the case of the case of the advertisement language color words of the cosmetics. Analysis is made from color sense, taste, sex of consumers, age, use of cosmetics, makeup effect, and quality of cosmetics. The color words of cosmetics advertising language are the color words of a specific product in the field of commodity, and the analysis of other color use words at the same level has some reference. In the analysis of this paper, we pay more attention to the data analysis of the questionnaire survey, try to excavate the advertising audience or the consumer's interpretation of the color words, and more truly reflect the cognitive understanding of the advertising audience. Therefore, it has a certain reference value to the advertising planning activities of the commercial advertisements.
【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】：H136

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