摘 要

随着整个移动时代的进步和技术的升级,流量越来越便宜,手机越来越智能,内容消费已跨入流媒体时代。新型社交媒体不断出现,取代、淘汰旧媒体。企业对接社交新媒体的速度与频率加快了。未来,快速掌握并布局新媒体,这或许会成为品牌企业生死时速间的救命稻草。社交平台所带来的流量可变现成数量惊人的现金流，这对于许多商品以及品牌都构成了巨大的吸引力。小红书等分享型社交平台的盛行带动了各类产品的畅销，尤其是美妆类产品。根据对于女性购物心理的深入分析，商家使用赏心悦目的图片连同撩拨人心的夸张语言做成营销文案，十分有力地带动了产品销量。夸张辞格的运用是文案行之有效的重要因素。本论文将从夸张辞格的定义和组成开始，再延伸到认知心理学的理论，来研究夸张辞格的内容和其在营销文案中的作用，探求语言对于促进销售的作用。

关键词：夸张修辞；社交平台；化妆品；营销文案；认知心理学

Abstract

Due to the great progress of technology and escalation of various kinds of modern means of communication, cell phones have become the major facilities for people to talk and to have fun and content consumption has entered into the period of streaming media. As a consequence, online social media gradually becomes the effective way to promote sales. The prosperity of social media aiming at female customers brings up the hot sales of cosmetic products, the copy writer to promote sales has become the key of social media. Hyperbole is not only an artistic rhetorical device, but also remains as one kind of figures of speech that mainly comes from the author’s emotional expression and the need of the object being described, conveying its meaning through the rich imagination and aroused feelings, and the way of exaggerating or minimizing things based on the reality. This paper consists of four parts. The first part deals with the introduction and literature review of hyperbole, the second part is the discussion of psychologic mechanism and the effects of hyperbole including the characteristics and formations of hyperbole. The third part focuses on the case study of hyperbole language in copy writers on social media. The last part is composed of the questionnaire of the use of hyperbole in copywriters online.. trying to analyze how the hyperbole is conveyed and accepted from the psychology angle. The main purpose of this thesis is to know the relationship between hyperbole rhetoric and the sales of the product, thus reach the conclusion that what kind of effect on sales would the hyperbole language achieves.

Key Words: hyperbole, copywriter, social media, make-up product marketing, cognitive psychology

Contents

1.Introduction…………………………………………………………………………………..1

2.Literature Review…………………………………………………………………………….2

2.1 The definition of hyperbole…………………………………………………………… 2

2.2 The categories of hyperbole………. ………………………………………………….3

2.3 The effects of hyperbole

2.3.1 The psychological mechanism of hyperbole………………………………………4

2.3.2 The pragmatic effects of hyperbole.………………………………..……….7

3.Research questionnaire………………………………………………………..8

3.1The basic information of the respondents…………………………………8

3.2The questions and results……………………………………….…………8

3.3The comparison of hyperbole language and other ways of advertising….12

4. Case study of the language used in the copy writers………………………...12

5.Conclusions…………………………………………………………………..15

References……………………………………………………………………...16

Acknowledgements………………………………………………………….…17