| 化妆品广告的批判性话语分析——从SK-Ⅱ撤柜引发的思考 |
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| 引用本文： | 杨冬梅.化妆品广告的批判性话语分析——从SK-Ⅱ撤柜引发的思考[J].商丘职业技术学院学报,2007,6(3):88-91. |
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| 作者姓名： | 杨冬梅 |
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| 作者单位： | 南通大学,外国语学院,江苏,南通,226007 |
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| 摘 要： | 近来有很多关于化妆品广告语言严谨性的讨论。很多事例显示消费者被广告语言所误导。从批判性话语分析（CDA）的角度来对化妆品广告的话语进行系统的分析研究，揭示广告话语从哪些方面，怎样来误导消费者的，具有很强的现实意义。分析从两个方面进行：（1）体裁分析；（2）意识形态分析。体裁部分从五个方面来分析：系统结构，词汇，科学术语，数字和预设。意识形态部分尝试描述化妆品广告中的意识形态言说是如何产生的，它产生的方式有哪些，并借此分析意识形态在消费者的阅读理解过程中所起的作用。希望本文能够帮助读者更理智的消费，并在阅读化妆品广告时有更强的批判意识。
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| 关 键 词： | 化妆品广告 体裁 意识形态 |
| 文章编号： | 1671-8127（2007）03-0088-04 |
| 修稿时间： | 2007-02-11 |
A Critical Discourse Analysis of the Cosmetic Advertisement |
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| YANG Dong-mei.A Critical Discourse Analysis of the Cosmetic Advertisement[J].Journal of Shangqiu Vocational and Technical College,2007,6(3):88-91. |
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| Authors: | YANG Dong-mei |
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| Institution: | Institue of Foreign Language,Nantong University ,Nantong 226007, China |
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| Abstract: | There are currently many debates concerning the rigorousness of cosmetic advertisement languages.Many cases show that the consumers are misled by the use of the advertising language.In this thesis,the specific area of cosmetic advertising will be analyzed from the perspective of CDA to reveal from what aspects and how does the advertising discourse mislead the consumers.The analysis will be carried out from two perspectives:(1) from the perspective of genre analysis;and(2) from the perspective of ideology.It is hoped that the potential customers of cosmetic products will benefit from this research not only in adopting a wise consuming behavior but also in raising their genre and ideological consciousness when reading. |
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| Keywords: | cosmetic advertisement genre ideology |
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