广告语言研究论文提纲

论文题目：中美微商化妆品广告语言的人际意义对比研究

摘要：随着科技的进步,微商开始流行,微商化妆品广告在促销化妆品方面起关键作用。另外,语言在人际交流中起关键作用。因此,分析微商化妆品广告语言能深入了解广告商与消费者之间的人际关系。本文基于韩礼德的系统功能语法,并结合李战子和汤普森的观点,分别从语气系统、情态系统、人称代词及评价四个方面,对五十篇中国微商化妆品广告和五十篇美国微商化妆品广告的语言进行了对比分析并总结了两者之间的异同。本文的研究方法为定性分析法和对比分析法。通过分析得出以下结果:首先,人称系统方面,中美微商化妆品广告语言中,陈述语气实现陈述功能,提供微商化妆品信息,使用频率最高。但美国微商化妆品广告较多使用祈使语气,用直接的方式与消费者交流,而中国微商化妆品广告较多使用感叹语气来表达广告商的强烈感情。其次,情态系统方面,中低值情态词在中美微商化妆品广告语言中所占比例最大,对消费者施加的压力较小,高值情态词所占比例最小。然而情态附加词在中国微商化妆品广告中使用更为频繁,使用语气附加词可以让产品信息更可靠。再次,中美微商化妆品广告语言中第二人称代词使用频率最高,使广告商与消费者更好地交流。但中国微商化妆品广告用第一人称"我"来指代化妆品,而美国微商化妆品广告则没有类似的修辞手法。最后,评价方面,中美微商化妆品广告语言都广泛使用具有积极意义的形容词和副词来实现人际意义。本文对中美微商化妆品广告语言的人际意义进行了对比研究,理论上拓宽了系统功能语法的应用领域,实践中有助于人们了解微商化妆品广告语言,更好地实现人际意义。

关键词：人际意义;微商化妆品广告语言;对比研究

学科专业：外国语言学及应用语言学

Abstract

摘要

1 Introduction

1.1 Research background

1.2 The significance of the research

1.3 Research questions and research method

1.4 The organization of the thesis

2 Literature Review

2.1 Studies on interpersonal meaning

2.1.1 Studies abroad

2.1.2 Studies at home

2.2 Studies on cosmetic advertising language

2.2.1 The definition of advertising

2.2.2 Studies on cosmetic advertising language

2.3 Summary

3 Theoretical Framework

3.1 Systemic-Functional Grammar

3.2 Realization of interpersonal meaning

3.2.1 Mood system

3.2.2 Modality system

3.2.3 Personal pronouns

3.2.4 Evaluation

4 Results and Discussion

4.1 Comparative analysis of mood system in Chinese and Americanmicro-business cosmetic advertising language

4.1.1 Speech roles and speech functions

4.1.2 Mood types

4.1.3 Similarities and differences in mood system

4.2 Comparative analysis of modality system in Chinese and Americanmicro-business cosmetic advertising language

4.2.1 Modal operators

4.2.2 Modal adjuncts

4.2.3 Similarities and differences in modality system

4.3 Comparative analysis of personal pronouns in Chinese and Americanmicro-business cosmetic advertising language

4.3.1 First personal pronoun

4.3.2 Second personal pronoun

4.3.3 Third personal pronoun

4.3.4 Similarities and differences in personal pronouns

4.4 Comparative analysis of evaluation in Chinese and Americanmicro-business cosmetic advertising language

4.4.1 Adjectives

4.4.2 Adverbs

4.4.3 Similarities and differences in evaluation

5 Conclusion

5.1 Major findings

5.2 Implications of the study

5.3 Limitations of the study

Bibliography

Acknowledgements

Appendix Ⅰ

Appendix Ⅱ