关联理论视角下英文化妆品广告的劝导性分析

论文摘要

随着世界经济全球化、一体化的迅速发展，来自国内、国外的各类新兴产品与日俱增，充斥着中国市场。在中国，伴随人们生活水平的提高，化妆品已不再是少数人使用的奢侈品，相反它已成为人们生活中的必需品而走向千家万户。无论是迅速涌现的国产化妆品或是远道而来的国外化妆品，都纷纷抢占中国市场。而化妆产品广告，作为产品、商家与消费者沟通的重要媒介，在宣传产品并劝说消费者购买产品的过程中发挥着至关重要的作用。随着语言学研究领域的不断扩大，Sperber&Wilson的关联理论被引入了语言分析领域并且受到越来越多的语言研究者的关注。关联理论从认知语用学角度提出语言交际实际上是按照一定的明示推理思维规律进行的认知活动，任何一个交际行为都传递着最佳关联性的假定或期待，听话者总是用最小的认知努力来获得最大的语境效果，并以此推导出说话人的交际意图。本文以关联理论为基本理论框架，从实证角度出发，以从各大时尚美容杂志、商场化妆品专柜、因特网上搜集到的40篇英文化妆品广告作为研究语料，对英文化妆品广告的劝导性进行分析。用作研究对象的化妆品广告指的是用来推销、宣传化妆品的广告（包括广告标语、正文、品牌口号、不包括商标和插图）。通过运用关联理论对这40篇英文化妆品广告的劝导性进行逐一定性分析，本文作者试探性地提出关联理论克服了之前对广告语言单一静态分析的不足，为分析广告语言开辟了一条新的途径。同时，本文还探讨了化妆品广告的4种劝说策略，并通过定性分析指出了在英文化妆品广告中，广告商是如何运用劝说策略成功说服消费者购买其产品，以及广告商更青睐于哪种劝说策略。本文作者期望本研究能够为化妆品广告制作者提供一些帮助，同时也期望能帮助消费者更好更准确地识别化妆品广告的真实性。

论文目录

• ACKNOWLEDGEMENTS
• ABSTRACT
• 摘要
• CHAPTER Ⅰ INTRODUCTION
• 1.1 Research Background
• 1.2 Research Questions and Methodology
• 1.3 The Organization of This Thesis
• CHAPTER Ⅱ LITERATURE REVIEW
• 2.1 Advertising and Cosmetic Advertising
• 2.1.1 Definition of Advertising
• 2.1.2 Main Functions of Advertising
• 2.1.3 Importance of Advertising in Society
• 2.1.4 Cosmetic Advertising
• 2.2 “Persuasiveness” in Advertising Language
• 2.2.1 Definition of Persuasiveness
• 2.2.2 Importance of Persuasiveness of Advertising Language
• 2.2.3 Goals of Persuasiveness of Advertising Language
• 2.3 Linguistic Studies on Advertising and Cosmetic Advertising
• 2.3.1 Linguistic Studies on Advertising and Cosmetic Advertising Abroad
• 2.3.2 Linguistic Studies on Advertising and Cosmetic Advertising in China
• 2.3.3 Limitations of Previous Linguistic Approaches
• CHAPTER Ⅲ THEORETICAL FRAMEWORK
• 3.1 An Introduction to Relevance Theory
• 3.2 Key Concepts of Relevance Theory
• 3.2.1 Ostensive-inferential Communication
• 3.2.2 Principle of Relevance: Optimal Relevance
• 3.2.3 Processing Effort and Cognitive Effect
• 3.2.4 Context
• 3.3 Persuasive Strategies in English Cosmetic Advertisements
• 3.3.1 The Rational Persuasive Strategy
• 3.3.2 The Emotional Persuasive Strategy
• 3.3.3 The Moral Persuasive Strategy
• 3.3.4 The Combined Persuasive Strategy
• CHAPTER Ⅳ ANALYSIS OF PERSUASIVENESS OF ENGLISH COSMETIC ADVERTISING LANGUAGE
• 4.1 Persuasiveness of English Cosmetic Advertising Language
• 4.2 Elements of Persuasiveness in English Cosmetic Advertising Language
• 4.3 Relevance Theory Accounting for Persuasiveness of English ·Cosmetic Advertising Language
• 4.3.1 Production and Understanding of Persuasiveness in English Cosmetic Advertising from Perspective of Relevance Theory
• 4.3.2 The Intentions of Persuaders
• 4.3.3 Cognitive Effect of Persuasiveness in English Cosmetic Advertising Language
• 4.3.4 Communicative Methods of Persuasiveness in Cosmetic Advertising Language
• 4.3.5 Optimal Relevance Accounting for Persuasiveness of Cosmetic Advertising Language
• CHAPTER Ⅴ CONCLUSION
• 5.1 Findings and Limitations of the Present Study
• 5.2 Suggestions for Further Studies
• REFERENCES
• APPENDIX