本文選題：化妝品廣告語　切入點：構成及特征　出處：《湖南師范大學》2013年碩士論文

【摘要】：廣告是一個復雜的交際媒介,也是一個信息傳達和勸誘的媒介廣告的成功與否取決于它能否有效激起消費者的心理聯(lián)想。隨著市場經(jīng)濟的發(fā)展,化妝品行業(yè)取得了令人矚目的成就。化妝品市場的現(xiàn)狀和發(fā)展趨勢迫切要求對化妝品廣告語言進行系統(tǒng)深入的研究。 國內外學者主要從符號學、社會語言學、系統(tǒng)功能學、語用學和認知語言學方面來研究廣告語言。但是,國外學者都是對廣告語進行宏觀的研究,國內只有少數(shù)學者對化妝品廣告語做過一些研究。通過研讀相關文獻,我們發(fā)現(xiàn)近年來學界關于廣告語言的研究雖然發(fā)展迅速,但把范圍縮小到化妝品廣告語言的比較系統(tǒng)的研究卻寥寥無幾,現(xiàn)有的研究也多停留在分析化妝品廣告的傳播策略、誤導作用、化妝品廣告的人際功能、社會特點等視角,而對化妝品廣告語的研究,尤其對其意義構建的認知研究尚未引起足夠重視,不僅缺乏系統(tǒng)的理論分析,更沒有從英漢語方面進行比較研究。 本文運用認知語言學的概念整合理論,以定性研究方法對化妝品廣告語的意義建構過程和認知語義機制進行了比較深入的探討�；贔auconnierTurner提出的四大語義整合網(wǎng)絡模型,本文嘗試對每-種模型在化妝品廣告語意義建構中的應用進行探討和分析,結果發(fā)現(xiàn)：第一,認知語義學的概念整合理論對研究化妝品廣告語具有較強的解釋力；鏡像網(wǎng)絡、單域網(wǎng)絡和雙域網(wǎng)絡在化妝品廣告中廣泛使用,而簡式網(wǎng)絡則很少使用。這表明簡潔的化妝品廣告語對應的是復雜的空間網(wǎng)絡模型。簡單的語言表達形式背后有著極其復雜的意義建構過程和方式。第二,我們發(fā)現(xiàn)英漢化妝品廣告語意義的產(chǎn)生和發(fā)展都有其社會文化和心理基礎。這些認知基礎都是基于人的認知體驗的,同時意義的產(chǎn)生和擴展不是隨意的,而是有其內在機制,其中概念整合機制占據(jù)了主導地位。由于英漢兩民族經(jīng)驗基礎和認知方式的相似性,其化妝品廣告語的語義生成機制趨于相同。但是由于英漢兩民族各自的社會和文化差異,其語義構建過程存在一定細微的差異。 對化妝品廣告語的認知研究不僅可以為廣告創(chuàng)作人員在語言選擇方面提供參考,而且也為化妝品廣告語的深入研究以及認知語言學理論的發(fā)展提供一定的借鑒。
[Abstract]:Advertising is a complex communication medium, and whether it is successful or not depends on whether it can effectively arouse the psychological association of consumers.With the development of market economy, cosmetics industry has made remarkable achievements.The current situation and development trend of cosmetics market urgently require a systematic and in-depth study of cosmetics advertising language.Scholars at home and abroad mainly study advertising language from the aspects of semiotics, sociolinguistics, systemic function, pragmatics and cognitive linguistics.However, foreign scholars have done macro research on advertising language, only a few domestic scholars have done some research on cosmetics advertising language.Through reading the relevant literature, we find that although the academic research on advertising language has developed rapidly in recent years, there are few and no systematic studies to narrow the scope to cosmetics advertising language.The existing studies also focus on the analysis of cosmetic advertising communication strategies, misleading role, cosmetics advertising interpersonal function, social characteristics and other perspectives, and the study of cosmetics advertising language,Especially, the cognitive research on its meaning construction has not been paid enough attention to, not only lacks systematic theoretical analysis, but also does not carry on the comparative research from the aspect of English and Chinese.Based on the conceptual integration theory of cognitive linguistics, this paper makes a deep study of the process of meaning construction and cognitive semantic mechanism of cosmetics advertising language by qualitative research method.Based on the four semantic integration network models proposed by FauconnierTurner, this paper attempts to explore and analyze the application of each model in the construction of the meaning of cosmetics advertising. The results are as follows: first,The conceptual integration theory of cognitive semantics has a strong explanatory power for the study of cosmetics advertising. Mirror network, single domain network and dual domain network are widely used in cosmetics advertising, while simple networks are seldom used.This shows that the simple cosmetics advertising language corresponds to a complex spatial network model.There are extremely complex processes and ways of meaning construction behind simple language expressions.Second, we find that the meaning of Chinese and English cosmetics advertising has its social, cultural and psychological basis.These cognitive bases are based on human cognitive experience, and the generation and expansion of meaning is not random, but has its own internal mechanism, in which conceptual integration mechanism occupies a dominant position.Due to the similarity of the empirical basis and cognitive style between English and Chinese, the semantic generation mechanism of cosmetics advertising language tends to be the same.However, due to the social and cultural differences between English and Chinese, there are some slight differences in the process of semantic construction.The cognitive study of cosmetics advertising language can not only provide a reference for advertisers in language choice, but also for the in-depth study of cosmetics advertising language and the development of cognitive linguistics theory.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H315;H15

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