以「科技」為名：藥妝產品廣告的說明、用詞與說服策略之分析

Abstract

本文旨在探討廣告如何呈現藥妝產品使用的科技，包括對科技內涵的說明、對科技的稱呼用詞、以及說服消費者的策略。針對上述，本文蒐集藥妝店宣傳單、保健和時尚美妝雜誌之廣告，並依據系統功能語言學及說服傳播之概念，進行內容分析。結果顯示：（1）科技內涵的說明偏重科技的效益；（2）對科技的稱呼主要以過程語詞、形容語詞及命名語詞搭配使用；（3）廣告主要以功能價值進行理性的訴求。承上，本研究分別對藥妝業及消費者提出建議。

This paper aims to explore the presentations of advertisements for the technologies utilized by cosmeceutical products, including: what clarifications are there for the essence of the technologies, what words are applied for labeling the technologies, and what strategies are used for persuading consumers. Focusing on the above, this paper collects advertisements from the pamphlets of cosmeceutical stores, as well as in healthcare, fashion and cosmetics magazines, and then conducts content analyses based on the concepts of Systematic Functional Linguistics as well as Persuasion Communication. After executing the investigation, the results reveal that: (1) clarifications are not thorough, and emphases are particularly put on the positive effects functioned by the technologies; (2) the words lableling the technologies apply to mainly collocate process words, descriptive words, and naming words; and (3) advertisements primarily carry out a rational appeal by means of the products’ functional values. Based on the above findings, this paper therefore proposes some suggestions to the cosmeceutical industry and to consumers for their reference.