發(fā)布時(shí)間：2018-01-20 07:12

  本文關(guān)鍵詞： 人際意義 微商化妝品廣告語言 對(duì)比研究　出處：《西安工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著科技的進(jìn)步,微商開始流行,微商化妝品廣告在促銷化妝品方面起關(guān)鍵作用。另外,語言在人際交流中起關(guān)鍵作用。因此,分析微商化妝品廣告語言能深入了解廣告商與消費(fèi)者之間的人際關(guān)系。本文基于韓禮德的系統(tǒng)功能語法,并結(jié)合李戰(zhàn)子和湯普森的觀點(diǎn),分別從語氣系統(tǒng)、情態(tài)系統(tǒng)、人稱代詞及評(píng)價(jià)四個(gè)方面,對(duì)五十篇中國微商化妝品廣告和五十篇美國微商化妝品廣告的語言進(jìn)行了對(duì)比分析并總結(jié)了兩者之間的異同。本文的研究方法為定性分析法和對(duì)比分析法。通過分析得出以下結(jié)果:首先,人稱系統(tǒng)方面,中美微商化妝品廣告語言中,陳述語氣實(shí)現(xiàn)陳述功能,提供微商化妝品信息,使用頻率最高。但美國微商化妝品廣告較多使用祈使語氣,用直接的方式與消費(fèi)者交流,而中國微商化妝品廣告較多使用感嘆語氣來表達(dá)廣告商的強(qiáng)烈感情。其次,情態(tài)系統(tǒng)方面,中低值情態(tài)詞在中美微商化妝品廣告語言中所占比例最大,對(duì)消費(fèi)者施加的壓力較小,高值情態(tài)詞所占比例最小。然而情態(tài)附加詞在中國微商化妝品廣告中使用更為頻繁,使用語氣附加詞可以讓產(chǎn)品信息更可靠。再次,中美微商化妝品廣告語言中第二人稱代詞使用頻率最高,使廣告商與消費(fèi)者更好地交流。但中國微商化妝品廣告用第一人稱"我"來指代化妝品,而美國微商化妝品廣告則沒有類似的修辭手法。最后,評(píng)價(jià)方面,中美微商化妝品廣告語言都廣泛使用具有積極意義的形容詞和副詞來實(shí)現(xiàn)人際意義。本文對(duì)中美微商化妝品廣告語言的人際意義進(jìn)行了對(duì)比研究,理論上拓寬了系統(tǒng)功能語法的應(yīng)用領(lǐng)域,實(shí)踐中有助于人們了解微商化妝品廣告語言,更好地實(shí)現(xiàn)人際意義。
[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.
【學(xué)位授予單位】：西安工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：H136;H313

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本文編號(hào)：1447327