A Sociolinguistic Study Of Advertising Language Of Cosmetics

Advertising,as an effective means to spread commercial information,has been gradually deepening into the various fields of people's daily lives and becoming an integral part of modern social life.Among the many factors of advertising,advertising language's influence on people is the most important part which cannot be ignored.Perhaps many people cannot remember the detailed contents of advertising,but some classic slogans are often blurted out from people's mouths.It can be said that the vitality of language is reflected largely in advertising language.With the improvement of technology and people's living standard,more and more people pursue beauty.The appearance of cosmetics has satisfied people's such pursuit.No matter men or women,they all believe cosmetic is a symbol of life quality.The growing increase of consumer groups for cosmetics leads to the increasing number of cosmetic brands.Due to the fierce competition in the cosmetic industry,more and more sellers choose to use advertising to promote their products and increase their brands' publicity.This makes cosmetic advertising come into being and become a member of the advertising family.In order to attract consumers' attention,promote and sell products,the use of cosmetic advertising language is different from other everyday words.Wit h its unique artistic charm,cosmetic advertising language has become beautiful scenery through all kinds of advertisements.In recent years,with domestic and foreign scholars deepening their research on advertising language,the cosmetic advertising language as a new research topic has gradually been received attention and many scholars have analyzed it from various fields of linguistics.I find that although there are some papers which analyze cosmetic advertising language from the perspective of sociolinguistics,they only focus on the analysis of the general language characteristics of cosmetic advertising language.The purpose of this thesis is to make a concrete analysis of the language of cosmetic advertisements from the view of sociolinguistics.The research questions are as follows:(1)What are the general language features of cosmetic advertising?(2)What are the similarities and differences in advertising language between male and female cosmetics?(3)What are the features of age-based cosmetic advertising language? For this study,I collected 100 pieces of representative cosmetic advertising texts from Internet,newspapers,television,radio,magazines and some other ways.With the help of the theories of gender study,language variation,language and society,motivation theory and the method of qualitative analysis,I analyzed cosmetic advertising language in detail.Through the research,I find that high frequency words,homophonic words,the mixture of Chinese and English,and the use of Internet catchwords are general language features of cosmetic advertising language.The similarity of gender-based cosmetic advertising language is both male and female cosmetic advertising language types are relatively simple,commonly using elliptical sentences and parallel sentences.There are two differences between the male and female cosmetic advertising languages.Firstly,male cosmetic advertising language uses more imperative sentence to highlight men's emotional power.Secondly,male cosmetic advertising language uses more numerals and material words,which call on men's rational thinking.The focus of cosmetic advertising language is different because of the different ages of the audience.The advertising language of kids' products often highlights pare nts' love for their kids.The advertising which makes teenage girls as the target audience focuses on ?simpleness? and ?efficacy? of using such related products.Young women's products focus on describing the products' efficiency of maintaining skin vitality,highlighting the luxury characteristics of products,making good use of the language which is full of literary art.Middle-aged women's products often emphasize the effectiveness of ?anti-wrinkle? and ?restore vitality?,and explain the healthy natural ingredients.Through the analysis,I find gender,language variation,society and consumers' psychology are four key factors which influence the language features of cosmetic advertisements.This study has certain practical significance.O n one hand,it can provide some inspiration for future research on cosmetic advertising language.On the other hand,it can guide advertisers to create more cosmetic advertising language which can attract public attention.