隨著電視進(jìn)入每家每戶和互聯(lián)網(wǎng)的廣泛應(yīng)用,無(wú)論我們身處何方,都每時(shí)每刻被廣告包圍著。人們不斷地受到各種產(chǎn)品廣告口號(hào)的沖擊,這就必然使人們對(duì)廣告的語(yǔ)言產(chǎn)生了興趣。本科研項(xiàng)目就是在這一背景下發(fā)起的,目的是通過(guò)橫向和縱向的比較來(lái)分析化妝品和汽車廣告語(yǔ)言中暴露出來(lái)的性別偏見(jiàn)。這是一個(gè)聚焦于廣告的社會(huì)語(yǔ)言學(xué)課題,旨在證明廣告語(yǔ)言中確實(shí)存在性別偏見(jiàn),并號(hào)召世人改變對(duì)性別角色的態(tài)度。 本論文首先針對(duì)化妝品和汽車廣告語(yǔ)言中反映出的性別偏見(jiàn)這一研究題目進(jìn)行了簡(jiǎn)明的文獻(xiàn)綜述,并根據(jù)研究空白設(shè)定了本論文的三個(gè)假說(shuō)。在引言部分之后,通過(guò)澄清模糊概念和強(qiáng)調(diào)其主要功能的方式界定了廣告的概念。隨后,論文簡(jiǎn)要介紹了與本科研相關(guān)的社會(huì)學(xué)、社會(huì)語(yǔ)言學(xué)和營(yíng)銷理論,其中包括以性別為基礎(chǔ)的勞動(dòng)分工理論和語(yǔ)言反映社會(huì)對(duì)性別角色的態(tài)度以及一些營(yíng)銷理念。接著是對(duì)研究方法的闡述,即從詞匯和語(yǔ)用角度對(duì)廣告語(yǔ)言進(jìn)行橫向和縱向的比較分析。在隨后的部分,論文圍繞三個(gè)假說(shuō)詳細(xì)分析了化妝品和汽車廣告語(yǔ)言的現(xiàn)象,揭示了社會(huì)對(duì)不同性別所持有的不同態(tài)度和社會(huì)態(tài)度的演化過(guò)程。最后,論文在結(jié)語(yǔ)部分將研究發(fā)現(xiàn)與三個(gè)假說(shuō)進(jìn)行了對(duì)比,進(jìn)一步理清了思路,并對(duì)論文各個(gè)...

【文章頁(yè)數(shù)】：62 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
中文摘要
ABSTRACT
Chapter Ⅰ Introduction
    1.1 Literature review
        1.1.1 Literature abroad
        1.1.2 Literature at home
    1.2 Hypotheses
Chapter Ⅱ The Concept of Advertisement
    2.1 The definition of advertising
    2.2 The goal of advertisement
Chapter Ⅲ Sociological, Sociolinguistic and Marketing TheoriesRelated to the Research
    3.1 Division-of-labor-by-sex theory
    3.2 Language as an embodiment of social attitudes to gender roles
    3.3 Buyer behavior theory and advertising strategies
Chapter Ⅳ Methods Adopted for the Research
    4.1 Diachronic analysis
    4.2 Comparative analysis
    4.3 Analysis by examining samples listed in pragmatic categories
Chapter Ⅴ Analyses of Cosmetic and Auto Advertisements
    5.1 Analyses from the Perspective of Lexicology
        5.1.1 Cosmetics
        5.1.2 Automobiles
        5.1.3 Differences in social attitudes toward different genders
        5.1.4 Changes in Attitudes
    5.2 Analyses from the Perspective of Pragmatics
        5.2.1 Bring forth rational thinking
        5.2.2 Bring forth emotional responses
        5.2.3 Bring forth synthetic thinking
        5.2.4 Differences in social attitudes toward different genders
        5.2.5 Changes in Attitudes
Chapter Ⅵ Conclusion
Bibliography
Appendix
Published article
Acknowledgement



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