基于薩丕爾沃爾夫假說對中國奶制品廣告的效果分析

1、摘要本論文以三十個個英文原版乳品字幕和一些官方發(fā)布的乳制品廣告英文版譯文為研究對象。通過從網(wǎng)絡(luò)上收集消費者對產(chǎn)品的評價和采用訪談方法和問卷調(diào)查的方法，調(diào)查研究這些廣告對消費者思維的引導(dǎo)，以確認(rèn)分析。本文試圖基于薩皮爾沃爾夫假說對中國奶制品廣告差異和共性進(jìn)行對比總結(jié)，探討乳制品廣告語言中所使用的表達(dá)方式以及這些廣告所產(chǎn)生的效果，從而找出這些語言與消費者想法之間的聯(lián)系。關(guān)鍵詞：薩丕爾沃爾夫假說，訪談法，問卷調(diào)查法，奶制品廣告AbstractThis thesis takes more than thirty English original dairy subtitles and some off

2、icially 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 thes

3、e 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 bycomparingthedifferencesandc

4、ommonalitiesofadvertisementsbasedontheSapir-Whorfhypothesis.Keyword: Sapir-Whorf hypothesis, interview method, questionnaire survey method, dairy products advertisementContent目錄摘要 IAbstract IIChapter 1 Introduction 11.1 Research background 11.2 Research questions 11.3 Research significance 21.4 Orga

5、nization of thesis 2Chapter 2 Literature Review 42.1 Previous studies on The Sapir-Whorf hypothesis 42.2 Previous analysis about dairy product advertising 5Chapter 3 Research Design 93.1 Theoretical framework and methodology 93.2 Research method and data analysis design 11Chapter 4 Data Analysis and

6、 Discussion 134.1 Case study of special word of Chinese dairy advertising 134.2 Case study of patriotism of Chinese dairy advertising 144.3 Case study of special milk sources of Chinese dairy advertising 154.4 Case study of love and mother of Chinese dairy advertising 22Chapter 5 Conclusion 245.1 Ma

7、jor findings of the study 245.2 Implications of the study 255.3 Limitation of the thesis 26References 27Chapter 1 IntroductionResearch backgroundIn the modern world, as a tool of introduction and sale of goods, advertising has become a necessary means of commodity economy in todays society, and ever

8、yone 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

9、 displays, transport decorations, fairs and exhibitions, direct mails and telephones. Indeed almost in all usable spaces, advertising is employed to get in, congesting peoples eyes. Since so widely used of advertisement, the English advertising attracts many researchers attention and worth investiga

10、ting. 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 a

11、nd 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 questionsThe thesis based on the Sapir-Whorf

12、 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 ad

13、vertisements 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 consume

14、rs.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

15、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 j

16、udgments consumers will make when they have these associations?1.3 Research significanceWith peoples 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

17、events, causing trust crisis to the domestic dairy brand. For increasing the attractiveness of the brand and getting more revenue, dairy companies spend their brand advertising sufficient idea. So they are worthy analyzing carefully.1.4 Organization of thesisChapter one gives an introduction to rese

18、arch background of this study as well as the significance of the research. Also, there are some research questions proposed. At last, it provides the organization of thesis.Chapter two is the literature review, which lays out previous studies on The Sapir-Whorf hypothesis and dairy product advertisi

19、ng languages at home and abroad. Respectively, as the main theoretical framework of this thesis, the three functions will be given detailed statement in terms of previous studies.Chapter three gives a general theoretical framework which would be applied in this thesis. Sapir-Whorf hypothesis will be

20、 introduced respectively from linguistic determinism, and linguistic relativity. In addition，this chapter explains the thesis how to analysis the advertising of Chinese dairy based on the Sapir-Whorf hypothesis by giving an example.Chapter four is the body part of this thesis. It analyses the Chines

21、e dairy advertising languages from the perspective of Sapir-Whorf hypothesis, following the framework in the previous chapter.Chapter five draws a conclusion and points out major findings and limitations in the thesis, and proposes suggestions for future studies in this field.Chapter 2 Literature Re

22、viewThis part will show a brief review of the previous researches in dairy foods advertising and previous researches related to The Sapir-Whorf hypothesis abroad and in China.2.1 Previous studies on The Sapir-Whorf hypothesisWhorf expressed his views with ambiguous language and also because of his d

23、ied, there is no monograph come down (his collected papers are collected later). Before he was able to induct these views and systematically summed up their own theory. So the exact definition of the hypothesis does not exist. The Sapir-Whorf hypothesis focus on the relationship between language and

24、 thought which is an ancient and fascinating topic, and countless philosophers, psychologists and linguists have been involved in discussion since ancient times. The discussions are mainly related to whether the language and thinking can be divided, and if so, which plays the decisive role.Liu (2012

25、) explored The Sapir-Whorf hypothesis from a new angle, sign language study. It is hoped that through a large number of empirical studies of sign language, including sign Language aphasia research, sign Language visual perception experiment and sign language brain potential test, support the hypothe

26、sis that language can shape thinking, affect the development and formation of thinking, In her essay, “A further discussion on the Bohr-Wolff hypothesis-the relationship between language and thinking through sign languages”. HaoTang (2010) analyzed the misunderstanding and even discrimination which

27、are caused by different language variants within the Han nationality. Their essay “Regional discrimination in China from the perspective of the Sapir-Whorf hypothesis” provides a new way for Chinese people who have different cultures to enhance mutual understanding. Zhu (2011), his paper based on th

28、e differences between Chinese and English kinship appellation tries to explore the relationship between language and thinking in the Sapir-Whorf hypothesis . She suggests that the difference between Chinese and English kinship appellation mainly depends on the cultural differences and social demands

29、 in different social environments, and it does not reflect the difference of the classification and expression ability of the two ethnic people. Yao (2012) begins with the review of Sapir-Whorf hypothesis, and expounds that language is not only the best tool of expressing and disseminating thinking,

30、 but also has obvious influence on the thinking, but it cant decide thinking. Yao takes advertising language, network language and literary language as examples to illustrate the practice of language in society, media, and life and so on effect on our thinking. Li (2014) suggested that when we are l

31、earning a new language, we are contacting with its corresponding mode of thinking .The vocabulary, concept, grammatical structure and expression habits of a new language associate with the values, cognitive styles and thinking patterns of native culture. The The Sapir-Whorf hypothesis opens a new wa

32、y for language teaching and learning. The nature of hypotheses remains to be explored, but the thought about the relationship between language, thinking and culture has important signification for foreign language teaching, therefore it is worth further exploring.The researchers in the western count

33、ries preferred empirical studies and provided more comprehensive，thorough and enough evidence to support their views. Moreover, they had inclinations to study the interdisciplinary subjects like physics and politics, and lay more emphasis on the quantitative data such as using the graphs and statist

34、ics. For example, Hans Hereof Grelland (2003) published “The Sapir-Whorf Hypothesis and the Meaning of Quantum Mechanics” and Richard Oliver Collin (2013) published “Moving Political Meaning across Linguistic Frontiers”. However, Cibelli and his partners (2016) studied on the uncertainty of The Sapi

35、r-Whorf hypothesis. They stresses that a related theoretical advantage of uncertainty is that it highlights an important level of generality: uncertainty could result from memory, as explored here, but it could also result from noise or ambiguity in perception itself, and on the view advanced here,

36、the result should be the same.2.2 Previous analysis about dairy product advertisingChinese families generally have only one child, and parents want their children to grow up in health. Dairy products as a kind of products with rich nutrients, more and more Chinese need them in their daily lives. And

37、 peoples living standards gradually improve 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 crisis. For increasing the attractive

38、ness of the brand and getting more revenue, dairy companies spend their brand advertising sufficient idea. So they are worthy analyzing carefully.Li (2014) takes the noun of milk advertisement language as the research objects to construct a noun pedigree of milk advertisement language with reference

39、 value by using the method such as statistic method, analytic method, inductive method and questionnaire survey method. The main conclusion of this paper is to establish the noun pedigree of milk advertising language, and to confirm the important position and value of noun in the advertisement and a

40、ppeal of milk. The research of advertising language in this paper belongs to a branch of the research of advertising language pedigree, hoping that the research results of this thesis can bring some inspiration to the creation and design of milk advertising language from the perspective of linguisti

41、cs. Guo(2013) uses the memes value and its strategy to analyze the meaning and connotation of the advertisement of the OMP Milk which is talking about a love story the protagonists both with love and affection touched each other. The advertisement through the displays the way of their cow cultured,

42、the environment of them growth and the development of the relationship between husband and wife imply that this product origin choosing, processing are strict, green and non-polluting, and also give the true feelings of love to customers, hoping to gain everyones trust. Li Lei (2010) found that the

43、milk advertisement migrates the consumers knowledge and attitude to various social events and natural things attributes to their products. For example, advertising by publicizing their import source of milk, using the authority of the leaders to speak, using the spaceship Heavens national passion, o

44、r using peoples fear of environmental pollution and the reliance on natural food create a series of consumption concepts and reasons. But these reasons are not really consumer demand. Advertising only use peoples needs for these meanings to produce additional value outside the product, in order to g

45、ain more benefits in the market exchange. According to the Tan (2014) analysis, the advertisement has positive influence on customer loyalty, but its influence degree is not higher than the others variables such as price promotion, negative Word-of-mouth and brand image. Advertising as an important

46、means of enterprise publicity its impact on consumer attitudes and behavior is worth discussing. Yili Milk and other FMCG (fast moving consumer goods) companies spend a huge amount of money on advertising every year, but there are a lack of measurement and testing systems for advertising effectivene

47、ss. In the changing FMCG (fast moving consumer goods) industry, consumers face thousands of advertising information every day. Their limited reception may easily form the information fatigue and receive bottlenecks and they will be completely indifferent to the more advertising information of these

48、enterprises. Therefore, the impact of advertising on consumer attitudes and behaviors, especially the deep level of loyalty, may not be as big as the enterprise imagines.There are some researches on the effect of dairy advertisement abroad. L Pileliene and V Grigalinait (2016) suggested that using m

49、etaphors which cause consumers to understand one or some elements of the advertisement is the possible technique to make an advertisement creative. Moreover, as visual elements of the advertisement are considered as more attention grabbing than the verbal ones, the assumption can be made that the us

50、age of visual metaphors in advertising is the method leading into the effectiveness of advertising. Nevertheless, subtleties such as product category may have the impact on the consumers associations with the brand developed through advertising with visual metaphors and perceived value of the produc

51、t ，so they proposed a question that whether this impact is positive or negative. The aim of their research is to determine the impact of visual metaphors on the effectiveness of milk advertising. The analysis of the research results reveals the specific aspects of consumer response to milk advertisi

52、ng, which are influenced by the application of visual metaphors and whether that aspects of consumer response to milk advertising are influenced positively or negatively. As a research result, authors provide guidelines for creating effective milk advertising campaigns.However, some foreigners tend

53、to study the validity of advertisements before and after certain social effects are produced. For example, RW Ward and BL Dixon(1989) found that an econometric model pooling monthly cross-sectional and time-series data is estimated to measure the impact of national and regional generic fluid milk ad

54、vertising. The estimated model shows that the effectiveness of advertising has increased since the implementation of the Dairy Adjustment Act. Gains in fluid milk sales attributed to milk advertising are estimated. Sales gains for both the pre- and post-act periods are shown along with the gains ass

55、ociated with parameter changes in the post-act periods.Chapter 3 Research Design3.1 Theoretical framework and methodologyThe essence of the hypothesis is an explanation of the problem of whether language reflects reality or creates reality. Sapir-Whorf hypothesis can be divided into two kinds of ver

56、sion. It boils down to two things:First, language can determine peoples world view because of its self-shaping and self-creating ability， and language is a positive factor that forms the image of the world. It is called linguistic determinism.Second, different languages cannot represent the reality

57、of the same society. The world image changes with the differences in the language systems on which people rely. This is called linguistic relativity.The first point is equivalent to saying that ones thinking is entirely determined by the mother tongue, because people can only understand the world ba

58、sed on the domain and different definition which are defined by its mother tongue. Peoples thinking is largely determined by language. .The way people observe and perceive the objective world depends on the structure of language, because the process of peoples observation and perception of the world

59、 is achieved through language. Each language constructs a special world for its speaker in a specific way.The second point is that the language structure has infinite diversity. Therefore, the domain and distinctions are defined as unique to one language system. It is not the same as the domains and distinctions in other language systems.Both of points have their reasons. With regard to linguistic determinism,