Pedigree Of Color Words In Cosmetics Advertising Language

Advertising is getting increasingly prosperous as the result of the ever fastdevelopment of the commodity economy. Nowadays, with the birth of onlineshopping, network advertising adds new vitality to advertising language. Due to itscrucial role in commerce more and more scholars are becoming interested inadvertising language. So far, many significant research findings have been achieved interms of the color words in advertising language, but studies on the color words incosmetics advertising language are few.Therefore, this thesis chooses the color words in cosmetics advertising languageas our research subject. The data for the present research are network cosmeticsadvertisements. In terms of the research methodology, the quantitative description andquestionnaire survey are adopted in this thesis. In this thesis, the author firstlyanalyzes the categories of the color words in cosmetic advertising language and thestructural mode of new emerging color words in detail; then, the author examines thestructural, syllable and semantic features of color words in cosmetic advertisingrespectively to establish the pedigree of color words in cosmetic advertising. Besides,the author conducts a case study on color collocation of three case samples drawn outfrom color words in the research data, which covers the sense of color and taste,consumer’s gender and age, use occasion, makeup effect, and so on.This study focuses on the color wording of a specific type of product amongvarious commodities, the cosmetic product. The research findings may give ideas tothe study on color wording of other specific types of product. What’s more, based onthe quantitative analysis of our questionnaire survey, our analysis expounds theconsumer’s cognitive understand of color words in cosmetic advertising, which mightoffer some advice to commercial advertising planning.