摘 要：随着全球化进程的加速，英语广告语言在跨文化传播中扮演着日益重要的角色，其说服技巧的研究成为语言学与市场营销领域的重要课题。本研究旨在系统分析英语广告语言中的说服策略及其效果评估，通过结合语用学、修辞学和心理学理论，探讨这些策略如何影响受众的认知与行为。研究采用定量与定性相结合的方法，首先收集了来自不同领域的500份英语广告文本，并运用内容分析法对其中的说服技巧进行分类与归纳；其次，设计问卷调查与实验测试，以评估这些技巧的实际效果。结果表明，英语广告语言主要通过情感诉求、权威引用、社会认同和语言创新等手段实现说服目的，且不同策略对特定受众群体的效果存在显著差异。本研究的创新点在于首次构建了一个综合性的说服技巧评估框架，并揭示了文化背景对广告效果的调节作用。这一发现不仅丰富了广告语言学的理论体系，还为实际广告创作提供了科学依据，有助于提升广告的精准性和有效性。此外，研究还强调了在全球化语境下，广告语言需兼顾文化适应性与创意表达的重要性，为未来相关研究奠定了基础。
关键词：英语广告语言；说服策略；文化适应性；效果评估；跨文化传播
Persuasive Techniques and Effectiveness Evaluation in English Advertising Language
英文人名
Directive teacher:×××
Abstract：With the acceleration of globalization, English advertising language plays an increasingly significant role in cross-cultural communication, and the study of its persuasive techniques has become an important topic in both linguistics and marketing. This research aims to systematically analyze the persuasive strategies employed in English advertising language and evaluate their effectiveness by integrating theories from pragmatics, rhetoric, and psychology to explore how these strategies influence audience cognition and behavior. A mixed-methods approach was adopted, initially collecting 500 English advertising texts from various domains and applying content analysis to categorize and summarize the persuasive techniques used. Subsequently, questionnaires and experimental tests were designed to assess the practical effects of these techniques. The findings indicate that English advertising language primarily achieves its persuasive goals through emotional appeals, authority references, social, and linguistic innovation, with significant differences in the effectiveness of different strategies across specific audience groups. The novelty of this study lies in the construction of a comprehensive fr amework for evaluating persuasive techniques and the revelation of the moderating role of cultural background on advertising effectiveness. This discovery not only enriches the theoretical system of advertising linguistics but also provides a scientific basis for practical advertising creation, enhancing its precision and efficacy. Furthermore, the study emphasizes the importance of balancing cultural adaptability with creative ex pression in advertising language within a globalized context, laying a foundation for future related research.
Keywords: English Advertising Language；Persuasion Strategies；Cultural Adaptability；Effect Evaluation；Cross-Cultural Communication
目 录
引言 1
一、英语广告语言的说服技巧分析 1
(一)说服技巧的定义与分类 1
(二)语言修辞在广告中的应用 2
(三)广告中情感诉求的作用 2
二、英语广告语言的心理影响机制 3
(一)消费者心理与广告语言 3
(二)注意力吸引的语言策略 3
(三)记忆强化的语言设计 4
三、英语广告语言的效果评估方法 4
(一)效果评估的核心指标 4
(二)定性与定量分析方法 5
(三)数据采集与处理技术 5
四、英语广告语言的实际案例研究 6
(一)典型广告案例的语言分析 6
(二)说服效果的实证检验 6
(三)研究发现与改进建议 7
结论 7
参考文献 9
致谢 9
