Abstract:This thesis studies the social culture in English female cosmetic advertisements. Previous studies on advertisements mainly focus on the lexical, syntactic and rhetorical analysis. However, the researches on western culture are inadequate. The current study argues that the social culture in English female cosmetic advertisements is mainly embodied in the levels of individualism, cultural psychology and customs. This study will help people better understand and appreciate the English female cosmetic advertisements, further understand western culture embodied in English female cosmetic advertisements and more smoothly conduct cross-cultural communication. 

Keywords: cosmetic advertisements  individualism  cultural psychology  customs

Contents

Abstract

摘要

Chapter One Introduction-1

1.1 Cosmetic Advertisement-1

1.2 Reasons for the Present Research-1

1.3 Structure of This Thesis-2

Chapter Two Literature Review-3

2.1 Lexical Analysis-3

2.2 Syntactic Analysis-3

2.3 Rhetorical Analysis-3

2.4 Cultural Analysis-4

Chapter Three Language and Culture-5

3.1 Definition of Culture-5

3.2 Classification of Culture-5

3.3 Relationship Between Culture and Language-5

Chapter Four Social Culture in English Female Cosmetic Advertisements-7

4.1 Individualism Reflected in the Advertisement-7

4.2 Cultural Psychology Reflected in the Advertisement-7

4.2.1 Pursuit of Enjoyment-8

4.2.2 Pursuit of Fashion-8

4.2.3 Pursuit of Beauty-9

4.3 Customs Reflected in the Advertisement-9

4.3.1 Direct Expression-9

4.3.2 Attention to the Effect of Cosmetic-9

Chapter Five Conclusion-11

5.1Major Findings-11

5.2 Limitations-11

References-12