The Application Of Systemic-Functional Grammar To The Analysis Of Gender Difference In Perfume Advertisements

The perfume industry of China starts late and is developing at a relatively slow speed.While the well-known perfume dealers all over the world release new and creative advertisements to attract consumers of different genders,Chinese perfume is in an underdeveloped situation and faces a great challenge.To address the tough situations of Chinese perfume in the international market,the combined study of advertisement and gender is significant.Though there are a large number of studies on the gender differences of advertisement at home and abroad,the perspectives of advertisement theories or gender differences in advertisement are usually adopted,the theoretical values of which are much higher than their practical values.At the same time,the research ranges of existing studies are too broad,and the systematic and comprehensive studies of the advertisements in one specific industry are relatively rare.After literature review,no systematic and comprehensive research on perfume advertisement has been found.In this paper,33 pieces of internationally known women’s perfume advertisements and 30 pieces of men’s perfume advertisements of the most popular brands in recent five years are collected as the research objects.The systemic-functional grammar is integrated with the gender difference theories and the literature research,comparison analysis and quantitative method are combined in the process of research to study the language features of perfume advertisement for different genders from the experiential metafunction,interpersonal metafunction and textual metafunction,so as to conduct a further exploration of how the advertisement attracts the consumers of different genders specifically,and then provide reference and instruction for the domestic perfume market development.It is found out in this paper that the language differences of different genders mainly focus on the experiential metafunction and interpersonal metafunction.With the application of AIDA model in the further analysis,it is found out that the perfume advertisements should psychologically meet the speech features of different genders that might be helpful in promoting products while making up the shortcomings of the speech features that might be obstacles to facilitating final buying action.