基于萨丕尔沃尔夫假说对中国奶制品广告的效果分析 市场营销专业VIP免费

摘要本论文以三十个个英文原版乳品字幕和一些官方发布的乳制品广告英文版译文为研究对象。通过从网络上收集消费者对产品的评价和采用访谈方法和问卷调查的方法，调查研究这些广告对消费者思维的引导，以确认分析。本文试图基于萨皮尔—沃尔夫假说对中国奶制品广告差异和共性进行对比总结，探讨乳制品广告语言中所使用的表达方式以及这些广告所产生的效果，从而找出这些语言与消费者想法之间的联系。关键词：萨丕尔沃尔夫假说，访谈法，问卷调查法，奶制品广告AbstractThisthesistakesmorethanthirtyEnglishoriginaldairysubtitlesandsomeofficiallyreleasedEnglishversionsofdairyproductsasresearchobjects.Collectingtheconsumers’evaluationoftheproductwhichastheresultoftheadvertisementsfromtheweb.Additionally,usinginterviewmethodandquestionnairesurveymethodandgatheringsomedirectconsumerideasabouttheseadvertisementstoconfirmanalysis.ThisthesisattemptstoexploretheexpressionsusedintheadvertisinglanguageofdairyproductsandtheideasgeneratedbytheseadvertisementsforconsumerstofindouttheconnectionbetweentheselanguageandconsumerthoughtsbycomparingthedifferencesandcommonalitiesofadvertisementsbasedontheSapir-Whorfhypothesis.Keyword:Sapir-Whorfhypothesis,interviewmethod,questionnairesurveymethod,dairyproductsadvertisementContent目录摘要IAbstractIIChapter1Introduction11.1Researchbackground11.2Researchquestions11.3Researchsignificance21.4Organizationofthesis2Chapter2LiteratureReview42.1PreviousstudiesonTheSapir-Whorfhypothesis42.2Previousanalysisaboutdairyproductadvertising5Chapter3ResearchDesign93.1Theoreticalframeworkandmethodology93.2Researchmethodanddataanalysisdesign11Chapter4DataAnalysisandDiscussion134.1CasestudyofspecialwordofChinesedairyadvertising134.2CasestudyofpatriotismofChinesedairyadvertising144.3CasestudyofspecialmilksourcesofChinesedairyadvertising154.4CasestudyofloveandmotherofChinesedairyadvertising22Chapter5Conclusion245.1Majorfindingsofthestudy245.2Implicationsofthestudy255.3Limitationofthethesis26References27Chapter1IntroductionResearchbackgroundInthemodernworld,asatoolofintroductionandsaleofgoods,advertisinghasbecomeanecessarymeansofcommodityeconomyintoday'ssociety,andeveryoneisgreatlyinfluencedbyadvertising.Thefunctionofthelanguagefeatureshasalsobecomemoreandmoreimportant.ForsomeTVshows,asmuchashalfthetimeisgiventoadvertisements.Advertisementsareeverywhere,nomatterinhighwaybillboards,windowshows,streamers,floorandcounterdisplays,transportdecorations,fairsandexhibitions,directmailsandtelephones.Indeedalmostinallusablespaces,advertisingisemployedtogetin,congestingpeople'seyes.Sincesowidelyusedofadvertisement,theEnglishadvertisingattractsmanyresearchers'attentionandworthinvestigating.Withthedevelopmentoftheeconomyandsociety,peopleattachedimportancetotheirhealthy,sothedairyhasbecomeanindispensablepartofourlife.Ontheotherhand,Thepresentstudyprovidesagoodexplanationformanygoodsinadvertisings,suchascosmetics，job,clothes,realestateandvideo,buttherearenotanyreferencesaboutdairyadvertisinglanguageinSapir-Whorfhypothesis.Dairyfoodisveryusefulinourlifeandadvertisingplaysanimportantrole,soitisimperativetostudydairyfoodadvertisinglanguage.1.2ResearchquestionsThethesisbasedontheSapir-WhorfhypothesiswhichfocusesontherelationshipbetweenlanguageandthoughtandtakesmorethanthirtyEnglishoriginaldairysubtitlesandsomeofficiallyreleasedEnglishversionsofdairyproductsasresearchobjects.Collectingtheconsumers’evaluationoftheproductwhi...