用系统功能语法分析香水广告词中的性别差异

发布时间：2018-05-14 00:26

本文选题：香水广告 + 系统功能语法　；参考：《华北电力大学》2017年硕士论文

【摘要】：中国香水产业起步晚且发展缓慢。在全球知名品牌香水强力推出重磅广告文案以吸引不同性别的消费者群体时,中国香水在此领域却举步维艰。为解决中国香水在国际广告领域面临的困境,必须要将香水广告研究与性别研究相结合。纵观国内外研究发现,虽然广告的性别研究领域层出不穷,却单纯局限于广告理论研究或仅从性别差异角度研究广告词;虽然理论性很强,其实用价值却相对较低,且研究的范围相对来说比较宽泛,较少对特定产业中的产品的广告词系统性集中研究,没有对香水广告展开全面性和系统性研究。本文将近五年来最受欢迎的世界知名品牌香水的33则女性香水广告和30则男性香水广告作为研究对象,将系统功能语法与社会语言学中性别差异相结合,采用系统功能语法的三大元功能——经验功能、人际功能和语篇功能,分别从经验、交际和语篇方面,采取文献研究法、对比分析法和定量研究法,研究针对女性消费者和男性消费者的广告词语言特点,以探究如何更有针对性地吸引特定的消费群体,从而为国内香水产业发展提供借鉴和指导意义。经本文研究发现,女性香水广告词与男性香水广告词在语言文本上的性别差异主要集中在系统功能语法的概念元功能和人际元功能,进一步结合销售理论AIDA模式分析发现,针对不同性别的香水广告词不仅需要迎合其语言特点,还需弥补其语言特点中阻碍购买决定的因素。
[Abstract]:China's perfume industry started late and developed slowly. Chinese perfumes have struggled to attract gender-specific consumers at a time when the world's most famous perfume has launched a blockbuster advertising copybook. In order to solve the dilemma of Chinese perfume in the field of international advertising, it is necessary to combine perfume advertising research with gender research. Domestic and foreign studies have found that although the field of gender research in advertising appears one after another, it is confined to the theoretical study of advertising or only studies advertising words from the angle of gender difference; although the theory is very strong, its practical value is relatively low. And the scope of the study is relatively broad, and there is little systematic and systematic research on the advertising words of the products in a specific industry, and no comprehensive and systematic research on perfume advertising. In this paper, 33 female perfume advertisements and 30 male perfumes advertisements, which are the most popular worldwide famous perfumes in the past five years, are used as research subjects, combining systemic functional grammar with gender differences in sociolinguistics. Using the three metafunctions of systemic functional Grammar: empirical function, interpersonal function and discourse function, the paper adopts the methods of literature research, contrastive analysis and quantitative analysis from the aspects of experience, communication and discourse, respectively. In order to explore how to attract specific consumer groups in order to provide reference and guidance for the development of domestic perfume industry, this paper studies the language characteristics of advertising words aimed at female consumers and male consumers in order to explore how to attract specific consumer groups more pertinently. It is found that the gender differences between female and male perfumery advertising words are mainly focused on the conceptual metafunctions and interpersonal metafunctions of systemic functional grammar, and the analysis of AIDA model of sales theory. The gender-specific perfume advertising should not only cater to its linguistic characteristics, but also make up for the factors that hinder the purchase decision.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H030

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