Interpersonal Function Analysis of Skin Care Products Advertising_英语论文

摘要

广告是介绍和宣传商品信息的应用型语言，其目的是使广告受众有效地接受信息，通过唤起广告受众的参与来达到销售目的。相比其他产品，化妆品受个人的心理情感因素和品牌营销、口碑影响更大，品牌转换行为的简易、频繁也使得化妆品在品牌打造和营销投入上最为集中。鉴于商业广告英语语言中所反映的广告者与消费者这一特殊的人际关系，研究广告英语的特点，能为我国英语广告的撰写工作者提供更有价值的参考建议。本文选取约十则国外知名化妆品牌旗下的护肤品广告，从系统功能语言学的人际功能角度进行分析，在情态、语气、语调等方面，发现和总结语言特点。根据分析发现，知名护肤品广告中，鲜用情态词，多用陈述句与第三人称来提供产品信息，并用疑问句和第二人称拉近与观众的距离。

关键词：护肤品广告 系统功能语言学 人际功能

Abstract

Advertisement uses practical language to introduce and publicize message of the products. The purpose of advertising is conveying the content effectively to the audience and invoke their participation and consumption. Compared to other commodity, the purchase of cosmetic products are more sensitive to buyers’ emotion as well as marketing and word of mouth of the brand. Therefore, the easiness and frequency of transferring of brands by customers forces companies to focus more on brand building and marketing. In view of the special interpersonal relationship between advertisers and audience, studying the characteristics of advertisement helps provide useful suggestions for domestic workers on English advertisement designing. The paper chooses about 10 examples of well-known foreign brands as material for study. Based on the interpersonal function of systemic functional grammar by Halliday, the characteristics of language are analyzed from the aspects of modality, mood and key. With analysis, we found that ads by well known brands seldom use modal modifiers and they often apply declarative mood and third person pronoun to introduce product information and meanwhile resort to interrogative sentences as well as second person pronoun in purpose of approaching the audience.        

Key words: skin care products advertisement  systemic functional grammar interpersonal function

Contents

Chapter One  Introduction 1

1.1  Purpose of the Thesis 1

1.2  Significance of the Thesis 1

1.3  Organization of the Thesis 2

1.4  Research Method of This Thesis 2

Chapter Two  Literature Review 4

2.1  Previous Studies on Interpersonal Function 4

2.2  Previous Studies on Advertising Language Targeted at Female Consumers 4

2.3  Summary 5

Chapter Three  Theoretical Framework 6

3.1  Introduction 6

3.2  Systemic-functional Grammar 6

3.4  Interpersonal Metafunction 6

3.5  Manifestation of Two Speech Roles in Commercial Advertising Language 7

Chapter Four  Analysis of Advertising Message of Skin Care Products 8

4.1  Introduction 8

4.2  Analysis of Examples 10

4.2.1 Mood 10

4.2.2 Modality 11

4.2.3 Person System 12

Chapter Five  Conclusion 15

Bibliography

Appendix

Acknowledgements