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A Study of Gender Differences in Advertising Language

Author: DongZuo
Tutor: ZhongGuoShi
School: Guangxi Normal University
Course: Foreign Linguistics and Applied Linguistics
Keywords: Advertisement Gender Transitivity analysis
CLC: H030
Type: Master's thesis
Year: 2011
Downloads: 41
Quote: 0
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To analyze the discourse with transitivity system starts in the 1970s. Since then, this method has been widely used to analyze various kinds of spoken and written discourses.The modern society is an information society. As a type of business information, advertisements are carrying more and more weight. The discourses of advertisements are being paid more and more attention recently. This thesis attempts to examine the advertisement discourses of electronic products targeting at male and female customers based on the framework of Halliday’s transitivity system, and to explain the differences between these two kinds of advertisements.The author collects many pieces of advertisement discourses of electronic products from the newspaper, the pamphlet and the web. In this thesis, these discourses are classified and compared. Tables for transitivity analysis are constructed to further illustrate the differences between advertisements of electronic products for male and female customers.The whole thesis consists of five chapters. The first chapter introduces the motivation, the purpose, the research method and the layout of the thesis. The second chapter reviews the previous studies of advertisements. The third chapter elaborates the theatrical foundation of the thesis in detail, which focus on Halliday’s transitivity system. The fourth chapter systematically expounds the different statuses and the different frequencies of the processes which appear in the advertisements targeting at male and female customers. Besides, the author tries to identify the factors causing the differences from the psychology aspect. In the last chapter, major findings are summarized, and the advices for further study are put forward.The author hopes that after reading this thesis, the reader of the advertisements can better understand the text, and the writers of the advertisements can choose more proper language to reach their goal.

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CLC: > Language, writing > Linguistics > Semantics,pragmatics,lexicology, meaning school > Semantics, pragmatics
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