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題名 中文美容用品廣告詞之社會語用分析
Analyzing Advertisements of Beauty Products in Mandarin Magazines: Sociopragmatic Approach
作者 簡湘澐
貢獻者 詹惠珍
簡湘澐
關鍵詞 美容用品
社會語言學
說服
雜誌廣告
beauty products
sociopragmatic
persuasion
magazine advertisements
日期 2012
上傳時間 2-Sep-2013 11:43:16 (UTC+8)
摘要 本論文探討在女性時尚雜誌中，美容用品廣告所使用的社會語用策略及語言手段。在本研究中，以Cook (2001)的廣告方法，Searle (1969)的適切條件，Grice (1975)的合作原則，以及Leech (1983)的禮貌原則做為分析的準則。
研究中分析的資料來自兩本女性時尚雜誌，Beauty和Elle。在語料量化分析方面，收錄了200條廣告詞，均分為兩類美容用品：化妝品和保養品。此外，在訪談質化分析方面，有12位女性受訪，以便評量4條選定的廣告詞之可信度。
語料的量化分析顯示：(1) 不同種類的美容用品有偏好的廣告方式。(2) 合作原則和禮貌原則的分配情形不同。(3) 以女性意識形態來說，化妝品廣告和保養品廣告有相異之處。(4) 不同的語言手段被用來廣告這兩類美容用品。
訪談的質化分析顯示：(1) 受訪者的社會背景(教育程度和年齡)影響她們對廣告的態度。(2) 不同的廣告方式影響受訪者對廣告的態度。(3) 廣告的類別不影響受訪者在適切條件、合作原則、以及禮貌原則上對廣告的態度。基於以上的分析，可以發現潛在消費者對說服力的認知與廣告主不吻合。也就是說，消費者不認為所分析的廣告有說服力，這顯示廣告無法滿足消費者的需求。本研究建議廣告主應該從消費者的觀點出發並補救這個問題。
This study aims at exploring the sociopragmatic strategies and the linguistic devices employed in the beauty product advertisements in women’s fashion magazines. In this study, Cook’s advertising approach (2001), Searle’s Felicity Conditions (1969), Grice’s Cooperative Principle (1975), and Leech’s Politeness Principle (1983) are the criteria for analyses.
This study takes both quantitative analyses and qualitative analyses. For quantitative analyses, 200 pieces of advertisements were collected from two women’s fashion magazines, Beauty and Elle. These data are equally distributed to two types of beauty products: cosmetic products and skin-care products. In addition, for qualitative analyses, twelve women were interviewed to evaluate the effectiveness of the elements contained in four pieces of advertisements selected.
Results of quantitative analyses show (1) that hard-sell approach is preferred on beauty products; (2) that the distribution of the maxims of Cooperative Principle is that Quality Maxim and Manner Maxim are obeyed most frequently, but Quantity Maxim is violated most often; (3) that the distribution of the maxims of Politeness Principle is that Tact Maxim and Modesty Maxim are implemented the most frequently; (4) that cosmetic ads and skin-care ads emphasize on different components of woman ideology; (5) different linguistic devices are used to advertise the two types of beauty products.
The qualitative analyses of the data show (1) that the subjects’ social backgrounds (in this case, education level and age) do affect their attitudes of persuasiveness toward advertisements; (2) that different advertising approaches do influence the subjects’ attitudes toward the advertisements; (3) that advertisements of different types of beauty products do not influence the subjects’ attitudes toward the advertisements no matter by Felicity Conditions, by Cooperative Principle, or by Politeness Principle. Based on the analyses given above, it is found that the subjects’ perception of persuasiveness does not match with that of the advertiser’s. To these potential consumers, those advertisements analyzed are not persuasive, which indicates that the advertisements fail to satisfy the consumer’s demands. It is suggested that the advertiser takes the consumer’s perspective to promote the persuasiveness of advertisements and the consumer’s acceptance of the commodities to be sold.
參考文獻 References

Amiryousefi, M., and Eslami Rasekh, A. (2010). Metadiscourse: Definitions, issues and its implications for English teachers. English Language Teaching, 3(4), 159-167.

Austin, J. L. (1962). How to do things with words. Cambridge: Harvard University
Press.

Cook, G. (2001). The Discourse of Advertising. London: Routledge.

Crismore, A. (1989) Talking with readers: Metadiscourse as rhetorical act. New York: Peter Lang Publishers.

Crismore, A., R. Markkanen, et al. (1993). Metadiscourse in persuasive writing: a study of texts written by American and Finnish university students. Written Communication 10 (1): 37-71.
Dafouz-Milne, E. (2008). The pragmatic role of textual and interpersonal metadiscourse markers in the construction and attainment of persuasion: A cross-linguistic study of newspaper discourse. Journal of Pragmatics 40, 95-113.

Del Saz-Rubio, M. & Pennock-Speck, B. (2009). Constructing Female Identities Through Feminine Hygiene TV Commercials. Journal of Pragmatics 41, 2535–2556.

Fuertes-Olivera, P. A., Velasco-Sacristan, M., Arribas-Bano, A., and Samaniego-Fernandez E. (2001). Persuasion and advertising English: metadiscourse in slogan and headlines. Journal of Pragmatics. Vol. 33, 1291-1307.

Goffman, E. (1979). Gender Advertisements. Cambridge: Harvard University Press.

Grice, H. P. (1975). Logic and conversation. In Cole, P. & Morgan, J. (ed.), Syntax
and Semantics, 3: Speech Acts. (pp.41-58). New York: Academic Press.


Hall, S. (1997). Representation: Cultural Representations and Signifying Practices.
Thousand Oaks, CA: Sage Publications.

Halliday, M. A. K. (1994). An Introduction to Functional Grammar. London: Edward
Arnold.

Hidalgo Downing, L. (2000). Text World Creation in Advertising Discourse. Revista
Alicantina de Estudios Ingleses 13, 67-88.

Holmes, J. (1982). Expressing doubt and certainty in English. RELC Journal 13, 9-28.

Hudson, R. A., (1980). Sociolinguistics. Cambridge: Cambridge University Press.

Hyland, K. (1998). Exploring corporate rhetoric: Metadiscourse in the CEO’s setter. The Journal of Business Communication 35: 224-245.

Hyland, K. (2005). Metadiscourse. New York: Continuum.

Lavidge, J., and Steiner, A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25 (October), 59-62.

Leech, G. N. (1983). Principles of Pragmatics. London, New York: Longman.

Maynard, M. L. (1995). Interpretation and identification of gendered selves:
Analyzing gender-specific addressivity in Japanese advertising text. Language
and Communication, 15, 149-163.

Plakoyiannaki, E., and Zotos, Y. (2009) Female role stereotypes in print advertising:
Identifying associations with magazine and product categories. European Journal of Marketing, 43(11/12), 1411-1434.

Searle, J. R. (1969). Speech Acts. Cambridge: Cambridge University Press.

Searle, J. R. (1975). Indirect speech acts In Davis, S. (ed.), Pragmetics: A reader,
265-277. Oxford and New York: Oxford University Press.

Simpson, P. (2001). ‘Reason’ and ‘tickle’ as pragmatic constructs in the discourse of
advertising. Journal of Pragmatics, 33, 589-607.
Thomas, J. (1995) Meaning in interaction: An introduction to pragmatics. London: Longman.

Vande Kopple, W. J. (1985). Some explanatory discourse on metadiscourse. College Composition and Communication 36, 82–93.

Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in
Advertising. London: Marion Boyars.
描述 碩士
國立政治大學
語言學研究所
96555014
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0965550141
資料類型 thesis
dc.contributor.advisor 詹惠珍zh_TW
dc.contributor.author (Authors) 簡湘澐zh_TW
dc.creator (作者) 簡湘澐zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 11:43:16 (UTC+8)-
dc.date.available 2-Sep-2013 11:43:16 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 11:43:16 (UTC+8)-
dc.identifier (Other Identifiers) G0965550141en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59187-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 語言學研究所zh_TW
dc.description (描述) 96555014zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 本論文探討在女性時尚雜誌中，美容用品廣告所使用的社會語用策略及語言手段。在本研究中，以Cook (2001)的廣告方法，Searle (1969)的適切條件，Grice (1975)的合作原則，以及Leech (1983)的禮貌原則做為分析的準則。
研究中分析的資料來自兩本女性時尚雜誌，Beauty和Elle。在語料量化分析方面，收錄了200條廣告詞，均分為兩類美容用品：化妝品和保養品。此外，在訪談質化分析方面，有12位女性受訪，以便評量4條選定的廣告詞之可信度。
語料的量化分析顯示：(1) 不同種類的美容用品有偏好的廣告方式。(2) 合作原則和禮貌原則的分配情形不同。(3) 以女性意識形態來說，化妝品廣告和保養品廣告有相異之處。(4) 不同的語言手段被用來廣告這兩類美容用品。
訪談的質化分析顯示：(1) 受訪者的社會背景(教育程度和年齡)影響她們對廣告的態度。(2) 不同的廣告方式影響受訪者對廣告的態度。(3) 廣告的類別不影響受訪者在適切條件、合作原則、以及禮貌原則上對廣告的態度。基於以上的分析，可以發現潛在消費者對說服力的認知與廣告主不吻合。也就是說，消費者不認為所分析的廣告有說服力，這顯示廣告無法滿足消費者的需求。本研究建議廣告主應該從消費者的觀點出發並補救這個問題。		zh_TW
dc.description.abstract (摘要) This study aims at exploring the sociopragmatic strategies and the linguistic devices employed in the beauty product advertisements in women’s fashion magazines. In this study, Cook’s advertising approach (2001), Searle’s Felicity Conditions (1969), Grice’s Cooperative Principle (1975), and Leech’s Politeness Principle (1983) are the criteria for analyses.
This study takes both quantitative analyses and qualitative analyses. For quantitative analyses, 200 pieces of advertisements were collected from two women’s fashion magazines, Beauty and Elle. These data are equally distributed to two types of beauty products: cosmetic products and skin-care products. In addition, for qualitative analyses, twelve women were interviewed to evaluate the effectiveness of the elements contained in four pieces of advertisements selected.
Results of quantitative analyses show (1) that hard-sell approach is preferred on beauty products; (2) that the distribution of the maxims of Cooperative Principle is that Quality Maxim and Manner Maxim are obeyed most frequently, but Quantity Maxim is violated most often; (3) that the distribution of the maxims of Politeness Principle is that Tact Maxim and Modesty Maxim are implemented the most frequently; (4) that cosmetic ads and skin-care ads emphasize on different components of woman ideology; (5) different linguistic devices are used to advertise the two types of beauty products.
The qualitative analyses of the data show (1) that the subjects’ social backgrounds (in this case, education level and age) do affect their attitudes of persuasiveness toward advertisements; (2) that different advertising approaches do influence the subjects’ attitudes toward the advertisements; (3) that advertisements of different types of beauty products do not influence the subjects’ attitudes toward the advertisements no matter by Felicity Conditions, by Cooperative Principle, or by Politeness Principle. Based on the analyses given above, it is found that the subjects’ perception of persuasiveness does not match with that of the advertiser’s. To these potential consumers, those advertisements analyzed are not persuasive, which indicates that the advertisements fail to satisfy the consumer’s demands. It is suggested that the advertiser takes the consumer’s perspective to promote the persuasiveness of advertisements and the consumer’s acceptance of the commodities to be sold.		en_US
dc.description.tableofcontents TABLE OF CONTENTS


Acknowledgements iv
Table of contents v
List of tables ix
Chinese Abstract xi
English Abstract xii

Chapter 1 Introduction 1
1.1 Advertisement as a Way of Persuasion 1
1.2 Research Questions 2
1.3 Hypotheses 2
1.4 Outline of this Thesis 3

Chapter 2 Literature Review 4
2.1 Advertising Aspect 4
2.1.1 The model 4
2.1.2 Advertising discourse and ideology 5
2.1.3 Strategies for persuasion in advertising 8
2.2 Sociopragmatic Aspect 9
2.2.1 Speech act theory 10
2.2.1.1 Components of a speech act 10
2.2.1.2 Felicity conditions of a speech act 12
2.2.1.3 Indirect speech acts 13
2.2.2 Cooperative Principle (CP) 14
2.2.3 Politeness Principles (PP) 16
2.3 Linguistic Aspect 20
2.3.1 Metadiscourse 20
2.3.1.1 Hedgers 23
2.3.1.2 Boosters 23

Chapter 3 Methodology 25
3.1 Data Collection 25
3.1.1 Data from magazines 25
3.1.2 Data from interviews 25
3.2 Criteria for Analyses 26
3.2.1 Approaches of advertising 27
3.2.2 Felicity conditions (FC) 28
3.2.3 Cooperative Principle (CP) 29
3.2.4 Politeness Principle (PP) 31
3.2.5 Ideology 32
3.2.6 Linguistic devices 33
3.2.6.1 Referential contents 33
3.2.6.2 Hedgers vs. boosters 34
3.2.7 Essential functions 35
3.3 Measurements 37

Chapter 4 Quantitative Analyses of the Written Data 38
4.1 Approaches of Advertising 38
4.1.1 Distribution of advertising approaches
in beauty products advertisements 38
4.1.2 Comparison between types of beauty products advertisements
by advertisement approaches 39
4.1.3 Comparison between advertising approaches
by types of beauty products advertisements 40
4.2 Felicity Conditions in Advertisements 42
4.2.1 Distribution of FC in beauty products advertisements 42
4.2.2 Comparison between types of beauty products advertisements by FC 43
4.2.3 Comparison among FC in two types of beauty products 44
4.3 Cooperative Principles in Advertisements 44
4.3.1 Distribution of CP maxim in beauty products advertisements 45
4.3.2 Implementation of CP maxims in beauty products advertisements 46
4.3.2.1 Comparison between ways of implementation
by CP maxims 46
4.3.2.2 Comparison among CP maxims
by ways of implementation 47
4.3.3 Comparison between types of beauty products advertisements
by CP maxims 49
4.3.4 Comparison between ways to implement CP maxims
by types of beauty products advertisements 51
4.4 Politeness Principles in Advertisements 53
4.4.1 Comparison of the types of advertisements by PP maxims 57
4.4.2 Comparison of PP maxims
by types of beauty products advertisements 59
4.5 Ideology of Women 61
4.5.1 Beauty product advertisements as a whole 61
4.5.2 Comparison of types of advertisements by woman ideology 63
4.5.3 Comparison of components of ideology by types of advertisements 65
4.6 Linguistic Devices 67
4.6.1 Referential Contents 67
4.6.2 Hedgers and Boosters 71

Chapter 5 Qualitative Analyses of the Interviews 74
5.1 Advertising Approaches 74
5.1.1 General attitudes toward advertising approaches
by subjects as a whole 75
5.1.2 Attitudes toward types of beauty products advertisements by subjects
as a whole 76
5.1.3 Subjects’ attitude toward advertising approaches and types of
beauty products by subjects’ education level 77
5.1.4 Attitudes toward advertising approaches and types of beauty products
by subjects’ age 79
5.2 Subjects’ Attitude toward the Persuasiveness of FC in Advertisements 81
5.2.1 General attitudes toward FC by subjects as a whole 82
5.2.2 Attitudes toward types of beauty products advertisements
by subjects as a whole 83
5.2.3 Attitudes toward FC and types of beauty products
by subjects’ education level 84
5.2.4 Attitudes toward FC and types of beauty products by subjects’ age 85
5.3 Subjects’ Attitude toward the Persuasiveness of CP Maxims
in Advertisements 87
5.3.1 General attitudes toward CP by subjects as a whole 88
5.3.2 Attitudes toward types of beauty products advertisements
by subjects as a whole 89
5.3.3 Attitudes toward CP and types of beauty products
by subjects’ education level 90
5.3.4 Attitudes toward CP and Types of beauty products
by subjects’ age 92
5.4 Subjects’ Attitude toward the Persuasiveness of PP Maxims
in Advertisements 94
5.4.1 General attitudes toward PP by subjects as a whole 95
5.4.2 Attitudes toward types of beauty products advertisements
by subjects as a whole 96
5.4.3 Attitudes toward PP and types of beauty products
by subjects’ education level 97
5.4.4 Attitudes toward PP and types of beauty products
by subjects’ age 100

Chapter 6 Conclusion 102
6.1 Summary of the Major Findings 102
6.1.1 Quantitative analyses of the written data 102
1. Approaches of advertising 102
2. Felicity conditions 103
3. Cooperative Principle 103
4. Politeness Principle 104
5. Ideology of women 104
6. Linguistic devices 105
6.1.2 Qualitative analyses of the interviews 105
1. Advertising approaches 105
2. Felicity conditions 106
3. Cooperative Principle 107
4. Politeness Principle 107
6.2 Concluding Remarks 108
6.3 Limitations of This Study and Suggestions for Future Researches 108

References 110		zh_TW
dc.format.extent 1093584 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0965550141en_US
dc.subject (關鍵詞) 美容用品zh_TW
dc.subject (關鍵詞) 社會語言學zh_TW
dc.subject (關鍵詞) 說服zh_TW
dc.subject (關鍵詞) 雜誌廣告zh_TW
dc.subject (關鍵詞) beauty productsen_US
dc.subject (關鍵詞) sociopragmaticen_US
dc.subject (關鍵詞) persuasionen_US
dc.subject (關鍵詞) magazine advertisementsen_US
dc.title (題名) 中文美容用品廣告詞之社會語用分析zh_TW
dc.title (題名) Analyzing Advertisements of Beauty Products in Mandarin Magazines: Sociopragmatic Approachen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) References

Amiryousefi, M., and Eslami Rasekh, A. (2010). Metadiscourse: Definitions, issues and its implications for English teachers. English Language Teaching, 3(4), 159-167.

Austin, J. L. (1962). How to do things with words. Cambridge: Harvard University
Press.

Cook, G. (2001). The Discourse of Advertising. London: Routledge.

Crismore, A. (1989) Talking with readers: Metadiscourse as rhetorical act. New York: Peter Lang Publishers.

Crismore, A., R. Markkanen, et al. (1993). Metadiscourse in persuasive writing: a study of texts written by American and Finnish university students. Written Communication 10 (1): 37-71.
Dafouz-Milne, E. (2008). The pragmatic role of textual and interpersonal metadiscourse markers in the construction and attainment of persuasion: A cross-linguistic study of newspaper discourse. Journal of Pragmatics 40, 95-113.

Del Saz-Rubio, M. & Pennock-Speck, B. (2009). Constructing Female Identities Through Feminine Hygiene TV Commercials. Journal of Pragmatics 41, 2535–2556.

Fuertes-Olivera, P. A., Velasco-Sacristan, M., Arribas-Bano, A., and Samaniego-Fernandez E. (2001). Persuasion and advertising English: metadiscourse in slogan and headlines. Journal of Pragmatics. Vol. 33, 1291-1307.

Goffman, E. (1979). Gender Advertisements. Cambridge: Harvard University Press.

Grice, H. P. (1975). Logic and conversation. In Cole, P. & Morgan, J. (ed.), Syntax
and Semantics, 3: Speech Acts. (pp.41-58). New York: Academic Press.


Hall, S. (1997). Representation: Cultural Representations and Signifying Practices.
Thousand Oaks, CA: Sage Publications.

Halliday, M. A. K. (1994). An Introduction to Functional Grammar. London: Edward
Arnold.

Hidalgo Downing, L. (2000). Text World Creation in Advertising Discourse. Revista
Alicantina de Estudios Ingleses 13, 67-88.

Holmes, J. (1982). Expressing doubt and certainty in English. RELC Journal 13, 9-28.

Hudson, R. A., (1980). Sociolinguistics. Cambridge: Cambridge University Press.

Hyland, K. (1998). Exploring corporate rhetoric: Metadiscourse in the CEO’s setter. The Journal of Business Communication 35: 224-245.

Hyland, K. (2005). Metadiscourse. New York: Continuum.

Lavidge, J., and Steiner, A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25 (October), 59-62.

Leech, G. N. (1983). Principles of Pragmatics. London, New York: Longman.

Maynard, M. L. (1995). Interpretation and identification of gendered selves:
Analyzing gender-specific addressivity in Japanese advertising text. Language
and Communication, 15, 149-163.

Plakoyiannaki, E., and Zotos, Y. (2009) Female role stereotypes in print advertising:
Identifying associations with magazine and product categories. European Journal of Marketing, 43(11/12), 1411-1434.

Searle, J. R. (1969). Speech Acts. Cambridge: Cambridge University Press.

Searle, J. R. (1975). Indirect speech acts In Davis, S. (ed.), Pragmetics: A reader,
265-277. Oxford and New York: Oxford University Press.

Simpson, P. (2001). ‘Reason’ and ‘tickle’ as pragmatic constructs in the discourse of
advertising. Journal of Pragmatics, 33, 589-607.
Thomas, J. (1995) Meaning in interaction: An introduction to pragmatics. London: Longman.

Vande Kopple, W. J. (1985). Some explanatory discourse on metadiscourse. College Composition and Communication 36, 82–93.

Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in
Advertising. London: Marion Boyars.		zh_TW