案例,spss,数据分析

前景化视角下英语化妆品广告的文体分析


全文字数:7000字左右  原创时间:<=2022年

【内容摘要】

前景化视角下英语化妆品广告的文体分析
前景化指的是从背景中突出特定的语言学特征,主要通过打破已有的语言学规则来实现。本文的主要目的是探讨前景化理论在化妆品广告文体分析中的实用性,同时为化妆品广告的研究提供新视角。也就是力求在文体学前景化理论的基础上,展示和解析化妆品广告语言的文体特色。本文从报刊、杂志、网络上选取了2008年至2013年39则化妆品广告作为语料,探讨实现前景化理论的两种方式,即质量前景化和数量前景化。在分析收集的数据中得出,化妆品广告的质量前景化的表现形式主要通过变异实现,包括词汇变异、语义变异和语法变异;数量前景化的表现形式主要通过失衡实现,包括语音失衡和句法失衡。
本研究使消费者能够更好地理解化妆品广告的内涵,从而拉动消费,使广告撰写者能够更好地制作化妆品广告,同时也为化妆品广告的研究提供了新视角。
关键词:文体;前景化;质量前景化;数量前景化;化妆品广告
Stylistic Analysis of English Cosmetic Advertisements from the Perspective of Foregrounding
 
Abstract:A linguistic foregrounding means a certain linguistic feature that stands out from the background through the way of breaking the accepted linguistic rules. The main purpose of this study is to explore the practicability of foregrounding theory and to provide new perspective for stylistic analysis of cosmetic advertising. To be more specific, this study tries to show and analyze the stylistic features of cosmetic advertising on the basis of foregrounding theory in stylistics. This thesis will discuss two methods to realize foregrounding theory, namely qualitative foregrounding and quantitative foregrounding. There are 39 pieces of cosmetic advertisings under discussion which are selected mainly from magazines, newspapers and website from 2008 to 2013. After analyzed, it shows that: qualitative foregrounding is mainly reflected by deviation, including lexical deviation, semantic deviation and grammatical deviation, while quantitative foregrounding is mainly realized by overregularity, consisting of phonological overregularity and syntactical overregularity.
This study is intended to help consumers understand the connotations of cosmetic advertising better, so as to promote consumption increasingly. It should help advertisers create better cosmetic advertisements in the future, and provide a new perspective for analyzing cosmetic advertising for researchers.
Key words: style; foregrounding; qualitative foregrounding; quantitative foregrounding; cosmetic advertising

 

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