本文選題：香水廣告 + 系統(tǒng)功能語法　； 參考：《華北電力大學》2017年碩士論文

【摘要】：中國香水產(chǎn)業(yè)起步晚且發(fā)展緩慢。在全球知名品牌香水強力推出重磅廣告文案以吸引不同性別的消費者群體時,中國香水在此領域卻舉步維艱。為解決中國香水在國際廣告領域面臨的困境,必須要將香水廣告研究與性別研究相結(jié)合�？v觀國內(nèi)外研究發(fā)現(xiàn),雖然廣告的性別研究領域?qū)映霾桓F,卻單純局限于廣告理論研究或僅從性別差異角度研究廣告詞;雖然理論性很強,其實用價值卻相對較低,且研究的范圍相對來說比較寬泛,較少對特定產(chǎn)業(yè)中的產(chǎn)品的廣告詞系統(tǒng)性集中研究,沒有對香水廣告展開全面性和系統(tǒng)性研究。本文將近五年來最受歡迎的世界知名品牌香水的33則女性香水廣告和30則男性香水廣告作為研究對象,將系統(tǒng)功能語法與社會語言學中性別差異相結(jié)合,采用系統(tǒng)功能語法的三大元功能——經(jīng)驗功能、人際功能和語篇功能,分別從經(jīng)驗、交際和語篇方面,采取文獻研究法、對比分析法和定量研究法,研究針對女性消費者和男性消費者的廣告詞語言特點,以探究如何更有針對性地吸引特定的消費群體,從而為國內(nèi)香水產(chǎn)業(yè)發(fā)展提供借鑒和指導意義。經(jīng)本文研究發(fā)現(xiàn),女性香水廣告詞與男性香水廣告詞在語言文本上的性別差異主要集中在系統(tǒng)功能語法的概念元功能和人際元功能,進一步結(jié)合銷售理論AIDA模式分析發(fā)現(xiàn),針對不同性別的香水廣告詞不僅需要迎合其語言特點,還需彌補其語言特點中阻礙購買決定的因素。
[Abstract]:China's perfume industry started late and developed slowly. Chinese perfumes have struggled to attract gender-specific consumers at a time when the world's most famous perfume has launched a blockbuster advertising copybook. In order to solve the dilemma of Chinese perfume in the field of international advertising, it is necessary to combine perfume advertising research with gender research. Domestic and foreign studies have found that although the field of gender research in advertising appears one after another, it is confined to the theoretical study of advertising or only studies advertising words from the angle of gender difference; although the theory is very strong, its practical value is relatively low. And the scope of the study is relatively broad, and there is little systematic and systematic research on the advertising words of the products in a specific industry, and no comprehensive and systematic research on perfume advertising. In this paper, 33 female perfume advertisements and 30 male perfumes advertisements, which are the most popular worldwide famous perfumes in the past five years, are used as research subjects, combining systemic functional grammar with gender differences in sociolinguistics. Using the three metafunctions of systemic functional Grammar: empirical function, interpersonal function and discourse function, the paper adopts the methods of literature research, contrastive analysis and quantitative analysis from the aspects of experience, communication and discourse, respectively. In order to explore how to attract specific consumer groups in order to provide reference and guidance for the development of domestic perfume industry, this paper studies the language characteristics of advertising words aimed at female consumers and male consumers in order to explore how to attract specific consumer groups more pertinently. It is found that the gender differences between female and male perfumery advertising words are mainly focused on the conceptual metafunctions and interpersonal metafunctions of systemic functional grammar, and the analysis of AIDA model of sales theory. The gender-specific perfume advertising should not only cater to its linguistic characteristics, but also make up for the factors that hinder the purchase decision.
【學位授予單位】：華北電力大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：H030

【參考文獻】

相關期刊論文 前10條

1 張金海;陳s，

本文編號：1885509