A Study On Cosmetic Advertising Language Characteristics

The study of advertising language is the focus of the applied linguistics, which is relatively weak and needs entirely meticulous research. This thesis carries on systematic and thorough analysis on the advertising language of cosmetics in view of Chinese linguistics. Based on the concrete and abundant analysis, the author tries to summarize and analyze the features of its pronunciation, vocabulary and grammar, as well as the feministic and aesthetic characteristics. This article is divided into five chapters.The first chapter is exordium, which tries to define the concept of cosmetics, advertising and the advertising language. Furthermore, this chapter comprehensively elaborates the present situation of the cosmetics advertising language, as well as its purpose, value and methods.In view of the internal structure, the second chapter attempts to summarize the structural characteristics and present the deep analysis of the pattern and the features of pronunciation, vocabulary and grammar. Roughly, the cosmetics advertising language is fairly rhythmical, in terms of its pronunciation while the vocabulary mainly consists of the nouns and the adjective which, to some extent, help to strengthen memory and exert its efficacy.Another important feature is the preference of color words and loan words. Besides, declarative sentence, imperative sentence, exclamatory sentence and interrogative sentence are frequently used, though the former two are much more popular and briefer.The third chapter emphatically analyzes the feministic characteristics of the cosmetics advertising language. As is known to us, the language is easily influenced by female customers, showing fairly noticeable feministic characteristics:the great importance is attached to the application of rhetoric devices in order to improve its expressive force and feministic features.To manifest the aesthetic features, the forth chapter analyzes the feeling, the pronunciation and the sentence structure of the cosmetic advertising language.In the last chapter, the author summarizes the main points and discusses the meaning and the value of the research. Based on the analysis of corpuses and the previous research results, the author tries to analyze the features and disclose the characteristics of the structure and utilization, which lays the basis for further study of advertising linguistics. The research conclusions in this paper could help customers to further learn the cosmetic advertisement and its language. Moreover, the special research for the cosmetic advertising language in this thesis could, more or less, provide the reference for advertisement plan。...