An Analysis of Beauty Products Advertising from Buke’s Perspective_英语论文

摘要

广告在人们的生活中起着连接商家和消费者的重要作用，能够帮助消费者选择合适的产品。作为媒介，广告语篇将商家、产品、消费者联系在一起。随着当前人们生活水平不断提高，尤其是女性群体对追求美的欲望日益强烈，促使化妆品市场需求增加。因此，为吸引更多的潜在顾客，美容产品广告商的竞争也日趋激烈。

目前，美容产品广告已成为社会生活中不可缺少的部分，越来越多的学者也将目光投向了此类广告的研究。研究视角丰富多样，包括艺术、文化、语言等领域的研究。本文借助伯克的修辞观，以戏剧主义“五位一体”理论和同一理论为理论框架，以国际知名品牌美容产品广告语篇为分析对象，探索美容产品广告如何通过同情认同、对立认同、误同实现其产品的劝说功能，揭示美容产品广告语篇背后的修辞动机。 

关键词：伯克修辞观  戏剧主义  同一理论  美容产品广告

Abstract

Advertising is of significance in connecting consumers and promoters, which can offer customers help to select what is suitable for them. As an important kind of medium, advertising discourse connects the participants, merchants, products and audiences. Since people lead a better life than ever before, people, especially women, have a huge demand of cosmetics since they become eager to pursue beauty. Therefore, in order to promote publicity and finally make a profit, there are more and more combative contests among beauty products advertisers.

At present, beauty product advertisements has become an integral part in society and many scholars have shown great interests in beauty product advertising from different perspectives like art, culture, linguistics and so on. This research, based on identification theory and dramatistic pentad theory, takes advertisements from international famous brands as research objects. It aims to explore how beauty product advertisements identify with consumers and reveal the hidden motives of the beauty product advertisers through a pentadic and identification analyses within Burke’s Rhetoric. 

Key words: Burke’s Rhetoric  Dramatism  Identification  Beauty Product Advertising

Contents

Chapter One  Introduction 1

1.1  Research Background 1

1.2  Purpose and Significance of the Thesis 2

1.3  Structure of the Thesis 3

Chapter Two  Literature Review 5

2.1  Previous Studies on Burke Rhetoric 5

2.2  Previous Studies on Beauty Products Advertising 6

2.3  Summary 8

Chapter Three  Theoretical Framework 9

3.1  Overview of Burke’s Rhetoric 9

3.2  Identification 10

3.2.1 Identification in Content 11

3.2.2 Identification in Form 12

3.3  Dramatism 13

3.3.1 Dramatistic Pentad 14

3.3.2 Ratios 15

Chapter Four  Analysis of Beauty Products Advertising from Burke’s 

Perspective 17

4.1  Identification Analysis of Beauty Products Advertising 17

4.1.1 Analysis of Identification by Sympathy 17

4.1.2 Analysis of Identification by Antithesis 19

4.1.3 Analysis of Identification by Inaccuracy 20

4.2  Dramatistic Analysis of Beauty Products Advertising 21

Chapter Five  Conclusion 24

5.1  Major Findings 24

5.2  Limitations 25

Bibliography

Acknowledgement