A Study On The Chinese Cosmetic Advertisement In The Perspective Of Speech Act

As a special kind of verbal communication,in order to achieve better communication effects,the issuer of cosmetics advertising slogans generally uses a variety of factors to expand the influence of advertising slogans.In order to further investigate the causes of the special influence of cosmetic advertising slogans and the actual effect of communication,this thesis takes the speech act theory as the basis,collects and organizes the cosmetic advertising slogan corpus,studies the main types and characteristics of cosmetic advertising slogan speech acts,extracts and classifies the socio-cultural factors that influence the implementation of speech acts,and uses a questionnaire survey to investigate the actual application effect.Finally,strategic suggestions are provided on the use of speech acts in cosmetic advertising language and the enhancement of linguistic power.The introductory section gives an account of the background of the selected topic,the research method and significance,the theoretical foundation,and introduces the current status of research on speech act theory.The first part introduces cosmetic advertisements and cosmetic advertising slogans,explains the basis of cosmetic advertising slogans as a speech act,and at the same time stands from the perspective of Sel’s innovation on speech act theory,divides cosmetic advertising slogans into two categories: direct speech acts and indirect speech acts,and introduces them accordingly,using real advertising slogans as examples.The second part is based on Austin’s trichotomy of speech acts,and based on his classification of extraverbal speech acts,combined with the collected corpus,the cosmetic advertising language is divided into four categories: elaboration,instruction,question and promise.The third part of the study focuses on the speech acts.In the third part,we discuss speech acts in depth and reveal the mechanism behind them,i.e.,the realization of cosmetic advertising language by speech is mainly based on the power of speech,and define and explain the power of speech.The fourth section extracts the common elements of cosmetic advertising.The fourth part extracts the socio-cultural factors frequently found in cosmetic advertisements,designs a questionnaire,and conducts a reliability test to enhance the credibility of the questionnaire.In addition,based on the data collected,we analyzed the audience’s acceptance of the verbal behavior of cosmetic advertising,and found that the audience had the highest acceptance of the elaboration category,and the highest acceptance of the suggestion category among the three types of verbal behavior.Among the three types of instructional speech acts,the recommendation type had the highest acceptance.The fifth section suggests strategies for persuasion of cosmetic advertising speech acts from the perspective of the sender.Finally,we conclude with a summary of the findings and reflect on the shortcomings of this study.