化妆品广告的批判性话语分析.doc

化妆品广告的批判性话语分析 摘要 中国国际美容网的一项调查显示，55.1%的消费者是受广告吸引而购买美容产品A survey of the China International Beauty Net shows that 55.1% of customers buy cosmetic products because of the attraction of the cosmetic advertisements. But a lot of dissensions about the cosmetic advertisements have come into being these days. A lot of examples show that the consumers are misled by the use of the advertising language. This study aims to help the reader or the potential customer to see through the misleading or deceptive language used in cosmetic advertisements by examining the use of the language and the reason why it has been used that way. In this thesis, cosmetic advertising is analyzed from the perspective of CDA to reveal from what aspects and how the advertising discourse misleads the consumers. The analysis will be carried out from two perspectives: from the perspective of genre analysis and from the perspective of ideology. These two parts are supposed to answer the following two questions respectively: (1) The characteristics of the cosmetic advertisement and its deception, and (2) how the cosmetic advertisement influences consumers. In the part of genre, the analysis is carried out from four perspectives: the schematic structure, vocabulary, the use of scientific terms and the use of numbers. In the part of ideology, the analysis is carried out to find out what the consumers ideology is like and what role ideology plays in the purchasing process of consumers. It is hoped that the potential customers of cosmetic products will benefit from this research in adopting a wise consuming behavior. Key words: cosmetic advertisements; Critical Discourse Analysis; genre; ideology Contents Introduction…………………………………………………………..…………….......1 1 An Introduction to Critical Discourse Analysis…………….…………….....…......2 1.1 The Development of Critical Discourse Analysis……………………………....2 1.2 The Purpose of Critical Discourse Analysis………………………………….....4 2 Genre Analysis of Co