Analysis and Criticism of Skincare Advertisements from the Perspective of Ecolinguistics_英语论文

摘要

生态语言学是生态学与语言学相结合而形成的新兴语言学分支，其主张通过研究语言现象来探究语言与环境之间的关系以及环境对语言的影响。基于生态语言学理论，该文将对20篇护肤品广告进行生态话语分析。在儒家生态哲学理论“天人合一”，“顺应自然”的指导下，使用绿色语法分析方法，揭示护肤品广告语篇中存在的“增长主义”，“人类中心主义”，“等级主义”，用儒家生态哲学思想来审视语篇表达，揭开护肤品广告表面的生态化的面纱，批判其背后非生态的语言表达。以此来提升广告商和消费者的生态意识，提高消费者对广告语篇中非生态表达的辨别能力，促进护肤品广告语篇的建构。

关键词：生态语言学  生态话语分析  护肤品广告  生态哲学思想  绿色语法 

Abstract

Ecolinguistics is a new branch of linguistics formed by the combination of ecology and linguistics. It advocates to explore the relationship between language and environment and the influence of language on environment by studying language phenomena. Based on green grammar and Confucian ecological philosophy, this paper will analyze 20 skincare advertisements in the perspective of Ecolinguistics to reveal the non-ecological expressions in skincare advertisements discourses with the aims to arouse the ecology awareness of advertisers and consumers, enhance people's ability to judge and identify the non-ecological expressions in skincare advertisements, and help to build a ecological expressions in skincare advertisements. 

Key words: ecolinguistics  ecological discourse analysis  skincare advertisement  ecological philosophy  green grammar

Contents

Chapter One  Introduction 1

1.1  Purpose of The Thesis 1

1.2  Significance of The Thesis 2

1.3  Research Method of The Thesis 2

1.4  Structure of The Thesis 3

Chapter Two  Literature Review 4

2.1  Introduction 4

2.2  Study on Ecological Discourse Analysis 4

2.3  Study on Skincare Advertisements 5

2.4  Comment 6

Chapter Three  Theoretical Framework 7

3.1  Introduction 7

3.2  Ecolinguistics 7

3.3  Green Grammar 8

3.4  Confucian Ecological Philosophy 9

Chapter Four  Ecological discourse analysis of Skincare advertisements 12

4.1  The Choice of Corpus 12

4.2  The Non-ecological Language of Skincare Advertisement 12

4.2.1 Growthism 13

4.2.2 Anthropocentrism 15

4.2.3 Classism 17

Chapter Five  Conclusion 19

Bibliography

Appendices

Acknowledgements