研 研 研 研究 究 究 究方 方 方 方法 法 法 法
本论文采取的研究方法是：
（1） 引证法，例证法
（2） 描写 法 、 分 析 法 ： 通 过 对现 代汉 语 化 妆 品 广 告 语 言 的
客观描写，分析汉语化妆品广告语言特色。
（3） 统计法：对实例的分析结果进行统计。
另外还采取归纳法，演绎法等研究方法
6.6 论论论论文文文文结结结结构构构 构
论文的结构包括以下三章：
第一章：汉语化妆品广告语言的相关理论
第二章：现代汉语化妆品广告语言的特点
第三章：汉语化妆品广告语言越译研究
Chapter 111 explores the relationship between Chinese language and cosmetics advertising, highlighting the linguistic strategies used in marketing beauty products It delves into how language shapes consumer perceptions and influences purchasing decisions in the cosmetics industry The chapter emphasizes the importance of understanding the cultural nuances in advertising language to effectively engage the target audience.
The study of advertising language encompasses a comprehensive analysis of its various forms and functions This research highlights the significance of effective communication strategies in advertising, emphasizing how language influences consumer behavior and perception By examining the nuances of advertising language, we gain insights into its role in shaping brand identity and driving market engagement.
1.1.1 广告语言与化妆品广告语言
Language serves as the most vital communication tool for humans, capable of conveying a vast amount of information and acting as the primary medium for advertising messages The effectiveness of advertising communication relies heavily on linguistic symbols, while non-verbal symbols typically play a subordinate, supportive role.
广告大师李奥-贝纳说：“文字是我们这个行业的利器，文字在意
念表达中注入热情和灵魂。”
另一位 广告大师大卫- 奥格 威也说：“广
告是词语的生涯。”
可见，广告语言在广告中起着巨大的作用。
Advertising language can be understood in both broad and narrow senses In its broad sense, it encompasses all methods and means used in advertising communication, including both verbal and non-verbal elements Here, "language" is interpreted in a loose sense as a form of symbols From the perspective of linguistic symbols, advertising language includes both spoken and written forms, while non-verbal symbols encompass various communication elements beyond language, such as environmental symbols (like colors, shapes, and sounds), object symbols (images or models of products), and emotional symbols (such as human actions, behaviors, expressions, and appearances).
等所形成的广告语言。
丁柏铨.关高文案写作教程.上海：复旦大学出版社，2002
大卫，奥格威.奥格威谈广告.北京：机械工业出版社，2003
曹炜 《广告语言学教程》 暨南大学出版社出版 , 2009
In a narrow sense, advertising language refers to the pure language and literary elements found within advertising works This encompasses trademarks (brands), advertising headlines, slogans, and cautionary phrases used in advertisements.
正文和广告附文等。
Cosmetic advertising language refers to the artistic and concise statements used by cosmetic companies or advertisers to enhance the audience's understanding of their brand, products, or services These statements are disseminated through various media channels to effectively communicate the essence of the cosmetics being promoted.
1.1.2 广告语言的研究
In today's rapidly developing society and economy, the advertising industry is evolving at an unprecedented pace Advertising has become a widely used communication medium, evident in the abundance of ads we encounter on television, computers, newspapers, and billboards It is clear that advertising has become an integral part of our daily lives Nevertheless, regardless of the changes in the advertising industry, it remains fundamentally reliant on language and text.
Language serves as a vital medium for conveying information, playing a crucial role in delivering product details to the target audience The primary goal of advertising is to maximize profits for businesses, which necessitates that the language used effectively communicates the advertisement's message It should evoke a sense of need in consumers, stimulating their purchasing motivation and ultimately leading to the desire to buy and complete the purchase.
1.1.2.1 20 世纪 80 年代的广告语言研究
这是初 始 阶段， 从 语 言 的 结构，包 括语 音 、 文 字 、 词 汇 、 语 法等
各 种语 言 手段及其 修 辞 手 法 研 究 广 告 语 言 ，同时涉 及到 广 告 语规范问
曹炜 《广告语言学教程》 暨南大学出版社出版 , 2009
如胡 跃 农的《 妙语联 珠 ——广 告 语 言趣谈 》 (1984)、黄其享的
《 谈 谈广 告 语 言》（ 1987）、徐 玉 敏、宫 日 英的《广 告 语 言 分 析》
In the late 20th century, significant works emerged focusing on the art and techniques of advertising language, including Nie Renzhong's "The Art of Advertising Language" (1988), Xue Shenghuan's "The Language of Advertising" (1999), and Liang Boshu's "Notable Phenomena in Advertising Language" (1985) Additionally, Shao Jingmin's "On the Correctness of Advertising Language" (1986) addressed the importance of adhering to language norms to prevent misuse These studies collectively highlight the evolution and critical aspects of advertising language during the 1990s.
The exploration phase of advertising language research has seen a significant increase in the number of publications and scholarly works This growing body of literature reflects a deeper and broader understanding of advertising language, solidifying its important role within academic discourse.
In this century, scholars continue to study the rhetoric and norms of advertising language, but the research has become more systematic and comprehensive compared to the 1980s Notable works include Wang Futian's "On the Linguistic Characteristics of Advertising" (1992), Gen Yuan's "Norms of Advertising Language" (1995), Yang Shiquan's "Preliminary Exploration of Advertising Language" (1993), and Liu Ping's "On the Artistic Features of Advertising Language."
（1996），程同春的《论商务广告的语言特色》（1999）等论文探讨广 告语言的修辞特点。
Researchers are exploring the characteristics of advertising language from various perspectives, including sociolinguistics, psycholinguistics, and cultural linguistics, as highlighted in Gan Yu'en's work "Advertising Language and Social Psychology."
In 1991, Zhang Hui's study titled "Aesthetic Psychology of Language Variation: A Discussion on the Variation of Advertising Language" explored the nuances of language changes in advertising This was followed by Shao Jingmin's work, "Perspectives on Advertising Language Creation," published in 1996, which further examined the creative aspects of advertising language.
1.1.2.3 2000 年以来的广告语言研究
During this prosperous phase, the technology and information industries began to flourish, with the rise of advertising mediums such as mobile phones and the internet providing a broader platform for advertising development This led to a rapid expansion of the advertising industry into a thriving period, where creative approaches to advertising evolved significantly Additionally, there has been a noticeable trend towards diversification in advertising language studies, with a substantial increase in research that draws on the latest linguistic findings.
Since 2000, numerous research findings have emerged, leading to the publication of influential works such as Wu Weishan's "Communication Without Limits: A Comprehensive Perspective on Advertising Language" (Shanghai Lexicographical Publishing House, 2002), Wang Junyuan's "Advertising Language" (Chinese Dictionary Publishing House, 2005), and Liu Jie’s "Rhetorical Analysis of Advertising Language" (2006) Additionally, Yang Yonghe's monograph "Advertising Language from a Pragmatic Perspective" (2010) systematically and theoretically consolidates the study of advertising language through the lens of pragmatics.
除 了 语 用 学视角 外 ， 广 告 语 言 的 研 究 从 语 法 、 语 义 、 修 辞 、 翻 译
等角 度 全面展开， 如林 芸 《广 告 语 言 研 究现存 问 题与发 展 方向 》
