女性商品广告语中认知一致性实现.pdf

分类号 H08 密级 女性商品广告语中认知一致性的实现研 究 生 姓 名: 李 宙 昀指导教师姓名、职称: 肖建安教授 学 科 专 业: 外国语言学及应用语言学 研 究 方 向: 应用语言学论文答辩日期答辩委员会主席湖南工业大学二○一○年六月二十日万方数据湖南工业大学学位论文原创性声明本人郑重声明:所呈交的学位论文,是本人在导师的指导下,独立进行研究工作所取得的成果。除文中已经注明引用的内容外,本论文不含任何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体,均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。作者签名: 日期: 年 月 日湖南工业大学论文版权使用授权书本人了解湖南工业大学有关保留、使用学位论文的规定,即:学校有权保留学位论文,允许学位论文被查阅和借阅;学校可以公布学位论文的全部或部分内容,可以采用复印、缩印或其他手段保存学位论文;学校可根据国家或湖南省有关部门规定送交学位论文。作者签名: 导师签名: 日期: 年 月 日万方数据 IAbstract Advertising is a means which aims at publicizing products by using all sorts munication media so as to cause the audiences’ purchasing desire; therefore, as the carrier of information transformation and communication, advertising language plays a vital role in sparking audiences’ purchasing desire and behavior. This thesis applies Festinger’s cognitive consistency theory to explain how female commodity advertising language to realize cognitive consistency with the audiences. This thesis starts with the explanation of the characteristics of female language, and gives a brief introduction to the preceding study on it. The female language research is a branch in the research of language social variation, and focuses on the study of pronunciation, vocabulary, syntax, topics, and so on. Then the thesis points out that the audiences of the female commodity advertising are female customers. Due to the above female language features, the writing of female commodity advertising has to cater to the speaking habits and cognition of the females so as to realize cognitive consistency between producers and customers and then promote sales. The idea of “reader-centeredness” in Reception Aesthetics will make admen focus on the au