1. 研究目的与意义
Advertising, connecting to various fields of people''s daily life, is an effective way to spread business information. With the progress of technology, cosmetics gradually become more classified and diversified. As people''s pursuit of beauty is everlasting, especially of women’s, the improvement of people''s living standard result in more fierce competition in the cosmetics industry. To increase brand publicity in the market, most businesses choose to use advertising to promote products. This also means good advertising is half the battle, which provides a better basis for cosmetics advertising development.
In order to attract the attention of consumers, so as to achieve the purpose of promoting and selling products, the use of cosmetics advertising language is different from daily terms. It has unique forms and characteristics. Through the study of cosmetics advertising language, we can know its operation mode and have a clearer understanding, so as to find the main factors that affect the characteristics of cosmetics advertising language. This will help consumers spend sensibly, and businesses will further improve their advertising language. This paper analyzes the Chinese cosmetics advertising language from the perspective of sociolinguistics, making a detailed analysis of the language form and its social characteristics in order to find out the main factors that affect the advertising language of cosmetics.
This can help consumers to scientifically examine the publicity of advertising and identify the authenticity of advertising. Therefore, consumers will not purchase things on impulse and reduce economic losses. This study also has certain practical significance. On the one hand, it can provide some inspiration for the future research on cosmetics advertising language. On the other hand, it can guide advertisers to create more attractive and enduring advertising language.
2. 研究内容和预期目标
This essay will analyze the language characteristics of Chinese cosmetic advertisement from the perspective of sociolinguistics, including the formal and social characteristics. By doing so, this paper tries to explore the main factors affecting the language characteristics of cosmetic advertising.
Research questions:
What are the formal and social features of Chinese cosmetics advertising language (from the perspective of sociolinguistics)?
3. 国内外研究现状
The study of advertising language in China has a long history. The earliest study in China was done by Zhang [张婴] (1995). She analyzed the use of homophonic in advertising. After that, the analysis of other expressions or rhetorical devices, such as contrast, pun, metonymy and so on, gradually appeared. Li [李梅] (1997) began to study the basic characteristics of advertising language. She believed that the characteristics of advertising language are to attract the attention of consumers, and did not analyze its language characteristics. In 2002, for the first time, Chen [陈致烽] (2002) turned the study of advertising language to linguistic perspective. He analyzed the creation of advertising language from the perspective of pragmatics. Since then, great attention has been paid to the linguistic analysis of advertising language. Zhou [周燕晖] (2003) used relevance theory and Yin [尹波] (2008) used politeness principle, which all belong to the category of linguistics, to analyze advertising language.Liu [刘小芳] (2010) has made new development in her research, she concretized the study of advertising language to cosmetics. She analyzed and compared English cosmetics advertising language in terms of vocabulary, syntax and rhetoric. Fan [范红霞] (2015) combined cosmetic advertising language with sociolinguistics. The emphasis of the article is to analyze the sociolinguistic characteristics of fuzzy language in cosmetics advertising and to explore the influence of fuzzy language on cosmetics advertising. But the analysis of linguistic features from the perspective of sociolinguistics is too simple. Zhang [张欣] (2017) made further improvements. In her thesis, the language variation theory in sociolinguistics was mainly used to analyze the language characteristics of cosmetics advertising language. She found that the use of language is not standardized in cosmetics advertising language. She analyzed the reasons and made some suggestions, and there was a more comprehensive and scientific analysis.
Although the study of advertising language abroad also started early, but not so many as domestic. Salvatore (1996) published an essay entitled “Advertising Language. A Pragmatic Approach to Advertisements in Britain and Japan” in Lingua. This is the first pragmatic study of advertising language. After this, the research angle of advertising language has gradually become diversified. Bradley and Maki (2008) explored what kind of advertising design can attract consumers in their article Jie, Timothy and Les (2015) analyzed the nature of deceptive language in the description of cosmetics advertising, and discussed the types of misleading. By 2019, the study began to focus on the influence of advertising language. Bae and Chae (2019)analyzed the psychological impact of the use of emotional words in advertising, which has practical significance. They found that emotional vocabulary was a more favorable means in the use of advertising .
Through the above research, we can find that domestic research pays more attention to language characteristics, but foreign research in this aspect is rare. They pay more attention to consumers and advertising itself. From the perspective of sociolinguistics, we should pay more attention to language and society, and the correlation between them is also something we need to explore actively. At the same time, we can explore the factors that affect the language characteristics of advertising language. In addition, consumers’ psychological factors can also be paid attention to, which is not covered too much by previous studies.
4. 计划与进度安排
1. Introduction (Background of the study, research question and purpose,research method and object, significance of the study )
2. Literature review
2.1. Studies on cosmetic advertising
5. 参考文献
Bradley, B., amp; Maki, Y. (2008). Exploring international cosmetics advertising in Japan. Journal of Marketing Management24(3-4). Baek, J., amp; Chae, K. (2019). Beauty in white make-up powder advertisements in the 1920s and 1930s -Aesthetic expression in the era of modern cosmetics advertisement-. Journal of the Korean Society of Clothing and Textiles43(2). Jie, G., Timothy, H., amp; Les, C. (2015). Deception in cosmetics advertising: Examining cosmetics advertising claims in fashion magazine ads. Journal of Global Fashion Marketing6(3). Salvatore, A. (1996). Advertising Language. A Pragmatic Approach to Advertisements in Britain and Japan. Lingua(1),. doi:. 陈致烽.(2002).从语用学角度看广告语创作.福建师大福清分校学报(04),91-94 73. doi:. 范红霞.(2015).AIDA模式视角下模糊语言在化妆品广告中的应用的社会语言学研究 (硕士论文). 韩超越.(2017).化妆品牌广告语言的社会语言学研究 (硕士论文). 李梅.(1997).简谈广告和广告语的基本特征及英译中的几个问题.南京理工大学学报(社会科学版)(06), 59-61. doi:10.19847/j.issn1008-2646.1997.06.021. 刘小芳.(2010).从语言学的角度分析英文化妆品广告 (硕士论文). 尹波.(2008).礼貌原则在广告语中的应用.大学英语(学术版)(01), 41-43. doi:. 张欣.(2018).社会语言学视角下的化妆品广告语探究 (硕士论文). 张婴.(1995).广告语中的谐音手段.修辞学习(02), 47-48. doi:10.16027/j.cnki.cn31-2043/h.1995.02.028. 周燕晖.(2003).从关联理论看现代广告语创作.新闻界(01), 44-45. doi:.
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