An Analysis of Non-ecological Thoughts in Cosmetic Advertisements_英语论文

摘要

随着广告对社会生活的渗透和影响愈加深入，广告成为了社会文化的重要传播介质。然而，作为制造需求、刺激消费的重要手段，广告在迎合现代人日益膨胀的欲望以及鼓吹奢靡、过度消费上早已登峰造极，这凸显了其与绿色生态理念存在本质上的冲突。反观生态危机如此严峻的今天，广告对生态造成的负面影响不容忽视。本文针对日益壮大的化妆品行业，选取其广告作为分析对象，从生态批评的角度对广告所传递的信息和思想进行剖析。论文选取亚伦·斯蒂伯在《生态语言学：语言、生态与我们赖以生存的故事》一书中关于意识形态和身份识别的论述作为理论框架，通过分析化妆品广告所传递的思想意识以及所建构的身份故事来揭示化妆品广告中的非生态思想，以期提高消费者对广告中非生态因素的辨别能力并增强广告商和消费者的生态意识。

关键词：化妆品广告  生态批评  意识形态  身份识别

Abstract

With the increasing penetration and influence of advertisements on people’s life, advertisement has become an important dissemination medium of social culture. However, as important means of manufacturing needs and stimulating consumption, advertisements have been very adept at catering to the expanding desires of modern people and advocating extravagant and excessive consumption, showing the crucial conflict between advertising and ecological thoughts. When the ecological crisis becomes so severe in today’s world, negative impact of advertising on ecology can not be neglected. In view of the growing cosmetic industry, this paper chooses cosmetic advertisements as analysis object, analyzing the information and thoughts in those advertisements from the perspective of eco-criticism. Taking Arran Stibbe's discussion on ideology and identity in the book Ecolinguistics: Language, Ecology and the Stories We Live by as theoretical framework, this thesis, by investigating the ideologies and identities embedded in the advertisements, attempts to reveal the non-ecological ideas of the advertisements with the aim of improving the ability of consumers to identify non-ecological factors and enhancing the ecological awareness of both the advertisers and consumers.

Key words: cosmetic advertisement  eco-criticism  ideology  identity

Contents

Chapter one  Introduction 1

1.1  Research Background and Objectives 1

1.2  Data and Research Methodology .2

1.3  Research Significance 3

1.4  Layout of the Thesis .3

Chapter two  Literature Review 5

2.1  Previous Studies on Eco-criticism .5

2.1.1 Previous Studies on Eco-criticism Abroad 5

2.1.2 Previous Studies on Eco-criticism at Home 6

2.2  Related Studies on Advertisement .7

2.2.1 Definition of Advertisement 8

2.2.2 Related Studies of Cosmetic Advertisement 9

2.3  Summary 9

Chapter Three  Theoretical Framework .11

3.1  Ideology and Identity—Two Forms of Story-We-Live-by 11

3.2  Ecosophy 12

Chapter Four  Analyzing Non-ecological Thoughts in

Cosmetic Advertisements .14

4.1  Ideology in Cosmetic Advertisements .14

4.2  Identity in Cosmetic Advertisements .19

4.3  Summary 21

Chapter Five  Conclusion 22

5.1  Major Findings 22

5.2  Limitations and Suggestions for Future Study 23

Bibliography

Acknowledgements