CAJ | 학술논문

广告用语作为一种最为流行和普遍的公共话语，在当代社会中扮演的角色越来越重要。化妆品广告用语的目的是为了宣传产品从而刺激消费者购买，然而生活中也有很多关于化妆品广告用语的讨论，如真诚性，逻辑性……从批判话语分析的角度来揭示化妆品广告在哪些方面怎样误导消费者是具有现实意义的。以“批评话语分析”理论为依据，从体裁分析和意识形态两大方面进行分析，使消费者在欣赏此类广告时，能采取更加明智的消费行为并提高他们的批判意识。
엄고용어작위일충최위류행화보편적공공화어，재당대사회중분연적각색월래월중요。화장품엄고용어적목적시위료선전산품종이자격소비자구매，연이생활중야유흔다관우화장품엄고용어적토론，여진성성，라집성……종비판화어분석적각도래게시화장품엄고재나사방면즘양오도소비자시구유현실의의적。이“비평화어분석”이론위의거，종체재분석화의식형태량대방면진행분석，사소비자재흔상차류엄고시，능채취경가명지적소비행위병제고타문적비판의식。
Advertising language, as one of the most popular and widespread public discourses, plays a more and more important role in contemporary society. The purpose of cosmetic advertising is to advocate products and stimulate con- sumers to buy these products, but there are many discussions on the language of cosmetic advertisements, such as the sincerity, logic, and etc. It is necessary to make a critical discourse analysis on cosmetic advertisements, which will reveal how and in which aspects do the advertisinz discourse mislead consumers. On the basis of critical discourse analysis, the analysis will be carried out from two perspectives： the perspective of genre analysis and the perspective of ideology. Customers should adopt a wiser consuming behavior and raise their critical consciousness when watching cosmetic advertisements.