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.docx

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 Abstract This thesis takes more than thirty English original dairy subtitles and some officially released English versions of dairy products as research objects. Collecting the consumers’ evaluation of the product which as the result of the advertisements from the web. Additionally, using interview method and questionnaire survey method and gathering some direct consumer ideas about these advertisements to confirm analysis. This thesis attempts to explore the expressions used in the advertising language of dairy products and the ideas generated by these advertisements for consumers to find out the connection between these language and consumer thoughts by comparing the differences and commonalities ofadvertisements based on the Sapir-Whorf hypothesis. Keyword: Sapir-Whorf hypothesis, interview method, questionnaire survey method, dairy products advertisement Content 目录 摘要 I Abstract II Chapter 1 Introduction 1 1.1 Research background 1 1.2 Research questions 1 1.3 Research significance 2 1.4 Organization of thesis 2 Chapter 2 Literature Review 4 2.1 Previous studies on The Sapir-Whorf hypothesis 4 2.2 Previous analysis about dairy product advertising 5 Chapter 3 Research Design 9 3.1 Theoretical framework and methodology 9 3.2 Research method and data analysis design 11 Chapter 4 Data Analysis and Discussion 13 4.1 Case study of special word of Chinese dairy advertising 13 4.2 Case study of patriotism of Chinese dairy advertising 14 4.3 Case study of special milk sources of Chinese dairy advertising 15 4.4 Case study of love and mother of Chinese dairy advertising 22 Chapter 5 Conclusion 24 5.1 Major findings of the study 24 5.2 Implications of the study 25 5.3 Limitation of the thesis 26 References 27 Chapter 1 Introduction Research background In the modern world, as a tool of introduction and sale of goods, advertising has become a necessary means of commodity economy in today's society, and everyone is greatly influenced by advertising. The function of the language features has also become more and more important. For some TV shows, as much as half the time is given to advertisements. Advertisements are everywhere, no matter in highway billboards, window shows, streamers, floor and counter displays, transport decorations, fairs and exhibitions, direct mails and telephones. Indeed almost in all usable spaces, advertising is employed to get in, congesting people's eyes. Since so widely used of advertisement, the English advertising attracts many researchers' attention and worth investigating. With the development of the economy and society, people attached importance to their healthy, so the dairy has become an indispensable part of our life. On the other hand, The present study provides a good explanation for many goods in advertisings, such as cosmetics，job, clothes, real estate and video, but there are not any references about dairy advertising language in Sapir-Whorf hypothesis. Dairy food is very useful in our life and advertising plays an important role, so it is imperative to study dairy food advertising language. 1.2 Research questions The thesis based on the Sapir-Whorf hypothesis which focuses on the relationship between language and thought and takes more than thirty English original dairy subtitles and some officially released English versions of dairy products as research objects. Collecting the consumers’ evaluation of the product which as the result of the advertisements from the web. Additionally, using interview method and questionnaire survey method I can gather some direct consumer ideas about these advertisements to explore the expressions used in the advertising language of dairy products and the ideas generated by these advertisements for consumers. This thesis takes more than thirty English original dairy subtitles and some officially released English versions of dairy products as research objects. Collecting the consumers’ evaluation of the product which as the result of the advertisements from the web. Additionally, using interview method and questionnaire survey method I can gather some direct consumer ideas about these advertisements.  It will answer these following questions: 1) What are the commonalities in these advertisements’ languages? 2) What associations of ideas do consumers make through these advertisements’ languages? 3) What judgments consumers will make when they have these associations? 1.3 Research significance With people's living standards gradually improving their demands of dairy products’ quality and quantity is higher and higher. But in recent years, because of a spate of outbreaks of domestic dairy quality vicious events, causing trust crisis to the domestic dairy brand. For increasing the attractiveness