發(fā)布時(shí)間：2024-10-29 19:06

　　廣告一直是內(nèi)外研究一個(gè)熱點(diǎn),其是這個(gè)全化經(jīng)濟(jì)和信時(shí)代。學(xué)者們從不同角度對(duì)進(jìn)行了研究,諸如廣告語言、符號(hào)、語用等。但是,為一特殊廣告,化妝品廣告仍有很大研究空間。因,本研究目就是調(diào)查分析中美時(shí)雜志化妝品廣告中語篇略和禮貌略使用情況。通過化妝品廣告對(duì)比分析,望本文可以為禮貌略研究供一個(gè)新研究方向,促進(jìn)對(duì)文化理和跨文化交際,吸引更多人更深入研究。 合Brown和Levinson禮貌略(Brown and Levinson 1978, 1987) van Dijk宏觀語篇理論(van Dijk 1977),本文分析了中英化妝品廣告語篇中語篇略使用異同其中所使用到禮貌略。宏觀角度,本文研究主要中語義層面語步和語篇組模分析,語用建層面對(duì)“reason”和“tickle”兩廣告類型了對(duì)比分析。微觀角度則主要研究稱謂。本文研究語料為224個(gè)化妝品廣告語篇,來源為美時(shí)雜志COSMOPOLITAN和Vogue其中發(fā)行版Vogue服與美容,時(shí)·Cosmopolitan。 本文含有六章。第一章介紹了研究背景,研究目和意義。第二章為文述,分別述了內(nèi)外對(duì)廣告語篇和禮貌相關(guān)研究。第三章為研究所依據(jù)理論框。研究...

【文章頁數(shù)】：60 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Abstract
摘要
List of Abbreviations
List of Figures and Tables
Chapter 1 Introduction
    1.1 Research Background
    1.2 Purpose of the Present Study
    1.3 Significance of the Study
    1.4 Structure of the thesis
Chapter 2 Literature Review
    2.1 Cosmetic Advertising Discourse
    2.2 Relevant Studies on Advertising Discourse
    2.3 Previous Studies on Politeness
    2.4 Previous Studies on Advertising and Politeness
    2.5 Summary
Chapter 3 Theoretical Frameworks
    3.1 Brown and Levinson's Politeness Theory
        3.1.1 Conceptualization of Face
        3.1.2 Face Threatening Acts
        3.1.3 Strategies for Performing FTAs
    3.2 van Dijk's Macro-structures of Discourse
        3.2.1 Semantic macro-structure
        3.2.2 Macro-speech act
        3.2.3 Pragmatic macro-structure
    3.3 Move and Text pattern
    3.4 Reason and Tickle ads
    3.5 Micro-structure level choices of discourse
Chapter 4 Methodology
    4.1 Research questions
    4.2 Research design
        4.2.1 Data collection
        4.2.2 Research procedure
    4.3 A Pilot Study---a comparative analysis of two samples
Chapter 5 Analysis and Discussion
    5.1 Macro-structure Discourse and Politeness Strategies Applied in CEMCAds
        5.1.1 The Characteristics of Semantic Macro-structure Discourse Strategies
        5.1.2 Politeness Strategies Applied in CEMCAds
    5.2 Micro-structure Discourse and Politeness Strategies Employed in CMCAds
        5.2.1 Personal reference in two corpora
        5.2.2 Politeness reflected in the personal reference
    5.3 The Universality and Particularity of the Politeness Strategies Conveyed in CEMCAds
    5.4 Discussion of the Results
Chapter 6 Conclusion
    6.1 Major Findings
    6.2 Implications
    6.3 Limitations and Suggestions for Further study
References
Acknowledgements



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