基于薩丕爾沃爾夫假說對中國奶制品廣告的效果分析市場營銷專業(yè)

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，以確認分析。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行對比總結(jié)，探討乳制品廣告語言中所使用的表達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 by comparing the

4、60;differences and commonalities ofadvertisements based on the Sapir-Whorf hypothesis.Keyword: Sapir-Whorf hypothesis, interview method, questionnaire survey method, dairy products advertisementContent目錄摘要 IAbstract IIChapter 1 Introduction 11.1 Research backg

5、round 11.2 Research questions 11.3 Research significance 21.4 Organization 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 Rese

6、arch method and data analysis design 11Chapter 4 Data Analysis and 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 m

7、other of Chinese dairy advertising 22Chapter 5 Conclusion 245.1 Major 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

8、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 m

9、atter 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

10、 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 explanat

11、ion 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 fo

12、od advertising language.1.2 Research questionsThe 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.

13、 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 langu

14、age 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

15、 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 a

16、ssociations of ideas do consumers make through these advertisements languages?3) What judgments consumers will make when they have these associations?1.3 Research significanceWith people's living standards gradually improving their demands of dairy products quality and quantity is higher and hig

17、her. 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 of the brand and getting more revenue, dairy companies spend their brand advertising sufficient idea. So they are wo

18、rthy analyzing carefully.1.4 Organization of thesisChapter one gives an introduction to research 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 revie

19、w, which lays out previous studies on The Sapir-Whorf hypothesis and dairy product advertising 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

20、 theoretical framework which would be applied in this thesis. Sapir-Whorf hypothesis will be 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 hypothes

21、is by giving an example.Chapter four is the body part of this thesis. It analyses the Chinese 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 limitation

22、s in the thesis, and proposes suggestions for future studies in this field.Chapter 2 Literature ReviewThis 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

23、 Sapir-Whorf hypothesisWhorf expressed his views with ambiguous language and also because of his died, 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 hy

24、pothesis does not exist. The Sapir-Whorf hypothesis focus on the relationship between language and 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 wh

25、ether the language and thinking can be divided, and if so, which plays the decisive role.Liu (2012) 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

26、 Language visual perception experiment and sign language brain potential test, support the hypothesis 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 th

27、rough sign languages”. HaoTang (2010) analyzed the misunderstanding and even discrimination which 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 peo

28、ple who have different cultures to enhance mutual understanding. Zhu (2011), his paper based on the 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

29、 between Chinese and English kinship appellation mainly depends on the cultural differences and social demands 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-Wh

30、orf hypothesis, and expounds that language is not only the best tool of expressing and disseminating thinking, but also has obvious influence on the thinking, but it can't decide thinking. Yao takes advertising language, network language and literary language as examples to illustrate the practi

31、ce of language in society, media, and life and so on effect on our thinking. Li (2014) suggested that when we are learning 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

32、the values, cognitive styles and thinking patterns of native culture. The "The Sapir-Whorf hypothesis" opens a new way 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 impo

33、rtant signification for foreign language teaching, therefore it is worth further exploring.The researchers in the western countries preferred empirical studies and provided more comprehensive，thorough and enough evidence to support their views. Moreover, they had inclinations to study the interdisci

34、plinary subjects like physics and politics, and lay more emphasis on the quantitative data such as using the graphs and statistics. For example, Hans Hereof Grelland (2003) published “The Sapir-Whorf Hypothesis and the Meaning of Quantum Mechanics” and Richard Oliver Collin (2013) published “Moving

35、Political Meaning across Linguistic Frontiers”. However, Cibelli and his partners (2016) studied on the uncertainty of The Sapir-Whorf hypothesis. They stresses that a related theoretical advantage of uncertainty is that it highlights an important level of generality: uncertainty could result from m

36、emory, as explored here, but it could also result from noise or ambiguity in perception itself, and on the view advanced here, 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

37、 in health. Dairy products as a kind of products with rich nutrients, more and more Chinese need them in their daily lives. And people's 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 outbre

38、aks of domestic dairy quality vicious events, causing trust crisis to the domestic dairy brand crisis. 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.Li (2014) takes the no

39、un of milk advertisement language as the research objects to construct a noun pedigree of milk advertisement language with reference 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 establis

40、h the noun pedigree of milk advertising language, and to confirm the important position and value of noun in the advertisement and appeal 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

41、 of this thesis can bring some inspiration to the creation and design of milk advertising language from the perspective of linguistics. 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

42、protagonists both with love and affection touched each other. The advertisement through the displays the way of their cow cultured, 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 an

43、d non-polluting, and also give the true feelings of love to customers, hoping to gain everyone's trust. Li Lei (2010) found that the milk advertisement migrates the consumer's knowledge and attitude to various social events and natural things attributes to their products. For example, advert

44、ising by publicizing their import source of milk, using the authority of the leaders to speak, using the spaceship Heaven's national passion, or using people's fear of environmental pollution and the reliance on natural food create a series of consumption concepts and reasons. But these reas

45、ons are not really consumer demand. Advertising only use people's needs for these meanings to produce additional value outside the product, in order to gain more benefits in the market exchange. According to the Tan (2014) analysis, the advertisement has positive influence on customer loyalty, b

46、ut 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 means of enterprise publicity its impact on consumer attitudes and behavior is worth discussing. Yili Milk and other FMCG (fast moving consumer

47、 goods) companies spend a huge amount of money on advertising every year, but there are a lack of measurement and testing systems for advertising effectiveness. In the changing FMCG (fast moving consumer goods) industry, consumers face thousands of advertising information every day. Their limited re

48、ception may easily form the information fatigue and receive bottlenecks and they will be completely indifferent to the more advertising information of these enterprises. Therefore, the impact of advertising on consumer attitudes and behaviors, especially the deep level of loyalty, may not be as big

49、as the enterprise imagines.There are some researches on the effect of dairy advertisement abroad. L Pileliene and V Grigalinait (2016) suggested that using metaphors which cause consumers to understand one or some elements of the advertisement is the possible technique to make an advertisement creat

50、ive. Moreover, as visual elements of the advertisement are considered as more attention grabbing than the verbal ones, the assumption can be made that the usage of visual metaphors in advertising is the method leading into the effectiveness of advertising. Nevertheless, subtleties such as product ca

51、tegory may have the impact on the consumers' associations with the brand developed through advertising with visual metaphors and perceived value of the product ，so they proposed a question that whether this impact is positive or negative. The aim of their research is to determine the impact of v

52、isual metaphors on the effectiveness of milk advertising. The analysis of the research results reveals the specific aspects of consumer response to milk advertising, which are influenced by the application of visual metaphors and whether that aspects of consumer response to milk advertising are infl

53、uenced positively or negatively. As a research result, authors provide guidelines for creating effective milk advertising campaigns.However, some foreigners tend to study the validity of advertisements before and after certain social effects are produced. For example, RW Ward and BL Dixon(1989) foun

54、d 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 advertising. The estimated model shows that the effectiveness of advertising has increased since the implementation of the Dairy Adjustment

55、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 associated with parameter changes in the post-act periods.Chapter 3 Research Design3.1 Theoretical framework and methodologyThe essence of th

56、e 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 version. It boils down to two things:First, language can determine people's world view because of its self-shaping and self-c

57、reating 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 of the same society. The world image changes with the differences in the language systems on which people rely. This is c

58、alled linguistic relativity.The first point is equivalent to saying that one's thinking is entirely determined by the mother tongue, because people can only understand the world based on the domain and different definition which are defined by its mother tongue. People's thinking is largely

59、determined by language. .The way people observe and perceive the objective world depends on the structure of language, because the process of people's observation and perception of the world is achieved through language. Each language constructs a special world for its speaker in a specific way.

60、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, examples cited by Wolf include the following: When a warehouses signing and stacking wit