从框架理论角度探析商业广告标语与性别的关系-英语语言文学专业论文.docxVIP

Abstract Abstract As the soul of advertisement, advertising slogans have become a heated linguistic topic due to the booming of advertising industry. So far, scholars have investigated elaborately its linguistic features, rhetoric, semantic and pragmatic attributes, etc. In addition, they have been delving into the study with methodological improvements for more scientific and objective results. However, most of them have not paid enough attention to the social, cultural and cognitive problems encapsulated in advertising slogans under the guidance of frame theory. Hence, the present study is going to explore the relation between Chinese and English commercial advertising slogans and gender from this perspective, based on advertising, cognitive linguistics and sociolinguistics with methods of comparative analysis, componential analysis and quantitive study. There are five parts in this thesis, covering introduction, literature review, theoretical framework, analysis on commercial advertising slogans of Chinese and English, and conclusion. Among them, the fourth part is the major one. At the beginning, it discusses advertising slogans targeted at different genders (in short gender-targeted advertising slogans), which can be divided into two classes, i.e. advertising slogans with explicit gender images and implicit gender images on the basis of frame theory. Then, it probes into the effects of cognitive function, psychological motivation, conceptual frame, situational frame, and socio-cultural frame on the formation and understanding of advertising slogans. Conclusions of the present research show that firstly, study on the relation between commercial advertising slogans and gender with respect to frame theory proves that the theory provides a way of thinking and analysis in the processing of advertising slogans; secondly, gender-related culture and advertising slogans interact with each other: the former restricts the processing methods of advertising slogan, whi