导　　师： 汪磊

学科专业： 050102

授予学位： 硕士

作　　者： ;

机构地区： 广州大学

摘　　要： 本文运用定量统计、对比分析法着重研究护肤品品名的品牌词语、系列词语、功能词语、效果词语、对象词语、特点评价词语及质料词语的性别差异，且发现各类词语的性别差异与男女生理特征、皮肤护理特征，社会学上的男女外部形象、性别气质、传统审美文化和人名传统，心理学的性别角色、性别角色量表，广告学的品牌联想等密切相关，为护肤品及化妆品品名、广告语言的设计提供了较有价值的参考。 文章通过性别标记发现护肤品的品牌词语存在大量的女性性别标记，同时新兴的男性品牌也出现相应的男性性别标记，这些标记与生理现象、社会性别角色及取名传统密切相关。系列词语对品名具有类推和概括作用，具有明显的层级性，且男、女系列词语存在着数量、性别标记及具体词语运用上的差异；功能词语和效果词语在内部结构成分、高频词语、男女共用词语及单用词语上都存在明显的差异，差异的产生与男女生理特点、性别气质、审美文化及性别正性量表等密切相关；对象词语、特点评价语素（词）及词语的性别差异分别表现于性别标记和强化词语；质料词语则在数量和类别上存在较大的性别差异。 This thesis uses quantitative statistics and comparative analysis to study gender differencesof the words which indicate brand，series，function，effect，user，feature or evaluation，materialin the skincare products description，and discover these gender differences are closely relate tomale or female character，such as physiology，skin care，external image，temperament，traditionalaesthetic culture and name tradition，gender role and sex role scale in psychology and brandassociation in advertisement. It provide a valuable reference for the design of skincare productsdescription，cosmetics products description and advertising language. This thesis discover a large number of female mark in the words which indicate brand bysex marks，meanwhile male mark in the words about emerging male brand，these marks areclosely relate to physiological phenomenon，gender roles and naming tradition. The words whichindicate series have function of analogy and generalization，have a clear hierarchy，and there aregender differences at quantity，sex mark，and specific words in use in the male and female. Thewords which indicate function or effect have distinct gender differences in internal composition，high frequency words，sharing words and exclusive use words. These gender differences areclosely relate to male and female physiology character，gender temperament，sex positive rolescale and aesthetic culture. The gender differences in word or the words which indicate user，feature or evaluation，are respectively show in sex mark and amplifiers. The words whichindicate material have many gender differences show in quantity and category.

关 键 词： 品名 护肤品 品牌词语 性别差异 标记

分 类 号： [H146]

领　　域： [语言文字]