多模态视角下广告语言的性别身份构建_英语论文

Gender Identity Construction of Advertising Language in Multi-modal View  

摘要

如今我们生活在数字化时代，广告无处不在。男女本身在生理、心理上就存在着巨大的差异，而且社会赋予男女不同的期望，男性刚强有毅力，女性温婉贤惠，所以他们的社会行为方式也各不相同，再加上多样的文化背景和社会化进程，男女在语言的使用上呈现出明显的性别差异，当今性别语言在社会语言学研究领域中备受青睐。而随着科技的发展，现代广告作品在注重区分不同性别受众的同时，更善于利用语言、图像、声音等多模态符号来实现其构建意义和吸引受众群体。在语言相对论和性别语言理论的研究基础上，本文以护肤品、手表和香水三种产品为例，从多模态的角度来分析广告用语。研究结果显示：男性广告抓住男性追求事业成功的心理，广告语言大多展现了男性阳刚，自信的特征，而女性广告关注女性的爱美心理，语言多体现女性柔美，优雅的气质，从而达到吸引消费者的目的。本论文旨在通过分析和研究广告中指向不同性别的广告语言使用的差异性及运用效果，发现广告中男女语言的性别特征差异的成因，深入剖析广告语言对消费者心理的影响，有助于人们正确地看待广告语言的商业效果，对人们的消费生活有很重要的意义。

关键词  多模态  语言  性别差异  广告

Abstract

We are living in a digital age when advertisements can be found here and there. Males differ from females in the aspects of physiology and mentality, as well as their social behavior. In addition, owing to the development of cultural background and the process of socialization, there have been obvious gender differences between men and women in the use of language which gain much popularity among sociolinguistics. Modern advertisements not only pay much attention to launching products targeting male and female audiences, but also attract audiences with multimodal symbols such as language, images or sounds. On the basis of linguistic relativism and gender language theory, the research is made on gender differences of advertising language under the multimodal perspective. In order to compare language features used in advertisements targeting males and females respectively in terms of expressions regarding multimodality, this article takes advertisements of three products as examples, including perfume products, skin care products and watches. The study shows that advertisements seize the psychological characteristics of males that men have the pursuit of success, so advertising language of products for men refers to "strength" and "confidence". On the other hand, advertisement producers realize females' love of beauty, advertising language pays much more attention to the beauty and elegance of females in order to attract more consumers. This paper is aimed at finding out causes of gender difference between male and female in advertising language by analyzing advertising language of different genders. This paper conducts further study on the effects that advertising language have on  consumers' psychology to help people have a correct view upon commercial effects of advertisements, which is of great significance to our life of consumption. 

Keywords  multimodality  language  gender difference  advertisement

Contents

1 Introduction 1

1.1 Research Background 1

1.2 Significance of the Study 2

2 Literature Review 3

2.1 Overseas Research Status 3

2.2   Domestic Research Status 3

3 Theoretical Basis 5

3.1 Multimodality 5

3.2 Gender Language 5

3.3 Linguisitic Relativity 6

4 Research and Analysis 7

4.1 Data Analysis... 7

4.2 Analysis of Factors Contributing to Gender Differences 10

4.2.1  Social Factor 10

4.2.2  Gender Language 11

4.2.3  Psychological Factor 11

Conclusion 13

References 14