英语化妆品平面广告的人际意义研究_英语论文

Analyzing Interpersonal Meaning in Printed English Cosmetics Advertisements

摘要

广告在当今社会生活中随处可见。广告商以付费的方式通过各种媒介宣传他们的产品和服务，诱导大众接受它们，最终完成购买行为。广告通常面对大众，最初的广告只是介绍产品和服务，内容具体且详实。随着人类文明的发展和科技的进步，如今的广告不仅仅是产品和服务的介绍，更多地是广告商与大众协商，劝诱他们，在情感上吸引他们。化妆品平面广告是广告这双重功能的最佳体现。语言的人际意义指在语言交际过程中，人们如何运用语言表达对事物的看法，与受话者建立并保持人际关系，影响对方的行为，甚至改变对方的观点。本论文在具体分析英语化妆品平面广告的基础上，具体分析句子结构、情态和人称代词如何实现英语化妆品平面广告的协商功能；以及语气和积极性词汇如何实现英语化妆品平面广告的劝诱功能。研究化妆品广告中的人际意义有助于我们更好地解读化妆品广告，也有利于广告商采用恰当的策略实现语篇的人际意义。

关键词: 化妆品平面广告; 人际意义; 协商; 劝诱

Abstract

An advertisement is part of our contemporary world. Advertisers pay for advocating their products and service, persuading potential customers into buying them. An advertisement is oriented towards the public, which initially introduced products and service in a specific and concrete way. The advance of science and technology has extended the functions of advertisements, which negotiate with customers, persuade them by appealing to them in the aspect of emotion. Printed cosmetics advertisements are typical of these double functions. Interpersonal meaning is concerned with how people use language to express their views, to establish and maintain relationship with addressees, to make impact on their behavior and even to change their view. The thesis, based on the analysis of printed English cosmetics advertisements, illustrates how sentence structures, modality and personal pronouns realize the function of negotiation and points out that mood and positive lexical items perform the function of persuasion. The study of cosmetics advertisements will benefit our interpretation of this type of advertisements and provide advertisers with some advice as to take appropriate strategies to realize interpersonal meaning.

Key words： Printed cosmetics advertisements  interpersonal meaning  negotiation  persuasion

Contents

Acknowledgements I

Abstract II

摘要 III

Chapter one Introduction 1

1.1 English Cosmetics Advertisements 1

1.2 Background of the Research 1

1.3 Significance of the Research 1

1.4 Structure of the Thesis 2

Chapter Two Literature Review 3

2.1 Interpersonal Meaning 3

2.2 Existing Situation of Printed English Cosmetics Advertisements from Abroad 4

2.3 Existing Situation of Printed English Cosmetics Advertisements in China 5

Chapter Three Negotiation in Printed English Cosmetics Advertisements 7

3.1 Negotiation Realized by Sentence Structures 7

3.2 Negotiation Realized by Modality 8

3.3 Negotiation Realized by Personal Pronouns 10

Chapter Four Persuasion in Printed English Cosmetics Advertisements 12

4.1 Persuasion Realized by Mood 12

4.2 Persuasion Realized by Positive Lexical Items 13

Chapter Five Conclusion 14

5.1. Findings 14

5.2. Limitations 14

References 15