| Discourse research is a hot topic in linguistics.Discourse has strong generalization and explanatory power.It breaks through the scope of single sentence research.It can not only study cohesion,coherence,inter sentence relations and discourse patterns,but also study pronunciation,vocabulary and syntax.This paper takes Chinese cosmetics advertising discourse as the research object,and applies quantitative analysis,qualitative analysis and interdisciplinary research methods.Combined with discourse theory,it explores the cohesive devices,organization patterns,generation and understanding of cosmetics advertisements.The full text is divided into five parts:The first part is the introduction.It introduces the research status of discourse,cosmetic advertising and cosmetics advertising discourse,points out the significance and innovation of the thesis,and identifies the corpus and source of the thesis.The second part first defines the concept of cosmetic advertising and cosmetic advertising discourse.On the basis of this,it analyzes the cohesive devices used in cosmetics advertising discourse,including two categories of lexical cohesion and grammatical cohesion.On the one hand,there are five kinds of cohesive devices:repetition,collocation,upper and lower meaning,synonymy and antonymy.In lexical cohesive devices,a large number of digital words are used in cosmetic advertising discourse,which is also the biggest difference from other advertising texts.On the other hand,the grammatical cohesive devices are classified.There are four cohesive devices: reference,ellipsis,substitution and connection.Cohesive devices promote the cohesion and coherence of the text.Besides,this chapter also makes clear that the audience should learn to judge the authenticity of advertisements and the artistry of advertisements.The third part classifies the organization pattern of cosmetics advertising discourse with clauses.The division and cooperation of the clauses are summarizedfrom two aspects of form and content.From the form,cosmetic advertising texts are divided into: monologic advertising discourse,monologue dialogue,dialogue advertising discourse advertisement discourse.From the content,the cosmetics advertising discourse is divided into questions-answer mode,problem-solving model,proposition-anti assertion model.The fourth part explores the generation and understanding of cosmetics advertising texts from the perspective of Chinese presupposition and speech act.In the first section,after analyzing the close relationship between presupposition and discourse generation,the presupposition type and its function in the cosmetic advertising discourse are analyzed from two aspects of semantic presupposition and pragmatic presupposition.The second section,after analyzing the close relationship between speech act and discourse comprehension,divides the speech act in the cosmetics advertising discourse.Classes and interpretations.The fifth part is the conclusion,summarizing the paper,clarifying the research results and pointing out the shortcomings of the paper. |
