【作者】 袁伟；

【导师】 高万云；

【作者基本信息】 山东大学 ， 汉语言文字学， 2012， 硕士

【摘要】 化妆品广告已经渗透到人们的日常生活中并影响着人们的消费行为。而语言作为广告的核心组成部分,是广告创作者与消费者沟通交流的物质载体,其修辞技巧和修辞策略的研究具有重要的意义。为了能全面系统地构建化妆品广告的修辞艺术,全文拟从微观和宏观两个层面考察化妆品广告,对广告文本作修辞性的解读。全文在搜集、整理、分析语料的过程中,主要运用了定性分析和定量分析相结合、归纳和演绎相互印证的研究方法。全文共分为五个部分：引言部分介绍了本文的选题原因、涉及概念、研究意义和方法以及研究现状。第一章从微观层面研究了化妆品广告语如何利用语音、词汇、句式、辞格等修辞手段和技巧建构广告文本。其中,语音修辞上,讲究音韵和谐、平仄协调、音节对称,吸引受众的视听；词汇方面,选用表示温馨、细腻情感的词汇迎合女性消费者的心理,选用数字词和模糊词增强说服效果；句式修辞上,化妆品广告语多用简单的短句以及表示肯定语气的陈述句,增加说服力和可信度；辞格修辞上,比拟、比喻、对偶、夸张、析词等辞格是化妆品广告语所青睐的修辞手法。第二章从宏观层面探讨化妆品广告的语篇构思策略、情理诉求策略以及交际主体的角色选择策略。化妆品广告的语篇构思常采用隐喻、类比、比较的构思策略,来实现广告的劝购目的；在情理诉求策略上,由于化妆品广告的受众大多是女性,所以更倾向于使用感性诉求策略来说服；另外,化妆品广告在交际主体的角色选择上,常采用的策略是选择消费者的角色、第一人称的角色、第三者的角色以及名人的角色来实施广告言语行为,吸引消费者的角色认同,使双方在互动中达成角色共视。第三章分析了化妆品广告修辞存在的问题,如生造词语、内容虚假、趣味低俗等问题；接着对不规范现象进行了心理分析,主要从广告创作者的心理和消费者的心理两方面来探讨失范现象产生的原因；最后提出规范方面的建议,以期今后的化妆品广告创作能朝着规范、健康、纯洁的方向发展。结语部分总结了本文的研究成果,并指出了研究存在的不足之处和未来的研究方向。更多还原

【Abstract】 Cosmetic advertisement has penetrated into people’s daily life and affects people’s consumption behavior. As the core part of cosmetic advertisement, language is the material carrier to communicate with the consumers for the advertising creators. The study about rhetorical skills and strategies of cosmetic advertisements is of important significance. In order to construct the rhetoric art of cosmetic advertisements, the article is trying to read cosmetic advertisements rhetorically from both micro and macro levels. The article used methods of combining qualitative analysis and quantitative analysis, induction and deduction.The whole article includes five parts:The part of introduction introduces the causes of selecting this topic, involved concepts, significance, methods and status of the researchThe first chapter from the micro level discusses cosmetic advertisement-how to use rhetoric skills and techniques, for example voice, vocabulary, sentence forms, figures of speech and so on, to construct the advertising text. Among them, phonetic rhetoric pays attention to harmonious phonology, melody of harmony oblique, syllable symmetry, to attract the audiences’audio-visual; in lexical selection, it used to select words which express a warm, delicate and emotional meaning to cater to the female consumers’psychology, and select the digital words and fuzzy words to enhance the persuasive effect; in syntactic rhetoric, cosmetics ads use simple phrases and affirmation statement to increase the credibility of the rhetoric; figures of speech such as metaphor, exaggeration, duality and so on, are favored rhetoric for cosmetics ads.The second chapter from the macro level discusses cosmetic advertising discourse as well as the design strategies, reasonable appeal strategies and communicative role selection strategy. Cosmetic advertising texts often use metaphor, analogy and comparative designing strategies, to achieve the advertisement persuasive purchase purpose; in perceptual and reasonable appeal strategies, because the cosmetic advertisement audiences were mostly female, cosmetic advertisements inclined to use the perceptual appeal strategies to persuade; in addition, in communicative role choices, cosmetic advertisements often use the strategy of choosing the role of consumers, the first person role, the third person role and celebrity role to implement advertising speech acts, to attract consumers, so that both sides of the communication reach consensus on roles.The third chapter analyzes the rhetoric problems of cosmetic advertisements, such as creating their own words, false content, four-letter interest and so on; then analyzes non-standard phenomenon of psychological, discusses the causes mainly from the psychology of both advertisement creators and consumers; finally put forwards the suggests of standardization, in order that the cosmetic advertisement creativing could develop towards the regulation, healthy and pure direction.The part of conclusion summarizes the research results of this paper, and pointed out the research deficiency and the future research direction.更多还原