从系统功能语言学的角度分析英语广告语言

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Abstract With the continuous development of commodity economy, advertising has increasingly penetrated into every aspect of people's lives, and become an indispensable part in the modern social and economic life. Advertising language, an important part of advertising, has attracted much attention from researchers because of its specific characteristics. This paper first introduces the characteristics and functions of advertising. Then, based on Systemic Functional Linguistics, this paper analyzes the English advertising language from the two aspects of language ---metafunctions and context. At the same time, it writes about the effects of English advertising in hope that producers can learn to better use advertising to promote their products. Therefore, customers can know more about the characteristics of English advertising and get more useful information from them. 62419

Key words: Systemic Functional Linguistics; English Advertising; metafunctions; context

摘要随着商品经济的不断发展，广告日益渗透到人们生活的各个方面，成为了现代社会经济生活中不可缺少的一部分。广告语言文字，作为广告的重要组成部分，也因其特点吸引了众多的研究目光。本文首先介绍了英语广告的特点，指出了英语广告所达到的效果; 然后从系统功能语言学入手，从语言的元功能和语境两个方面对英语广告语言进行了分析，旨在让厂商更好的运用广告宣传自己的商品，也能够让消费者更好的了解广告特点，从而从中获取更多的有用信息。

毕业论文关键词：系统功能语言学；广告英语；元语言功能；语境

Contents

1. Introduction 1

2. The Theoretical Foundation of the Study 2

3. The Analysis of English Advertising Language from the Perspective of Metafunction 2

3.1 In the Aspect of the Ideational Function 4

3.2 In the Aspect of the Interpersonal Function 4

3.3 In the Aspect of the Textual Function 6

4. The Analysis of English Advertising Language from the Perspective of Context 7

4.1 In the Aspect of Field 7

4.2 In the Aspect of Tenor …9

4.3 In the Aspect of Mode 10

5. Conclusion 11

Works Cited 12

1. Introduction

Advertising is designed by producers or sellers to promote their goods or services to customers through passing attractive information openly and widely. With the fast development of the commodity economy and economic globalization, advertising is increasingly becoming more and more indispensable in economic lives. Therefore, understanding the characteristics of advertising language is of great prospect.

Successful advertising can make a profound impression on the public to what it has advertised. “One of the standards to measure the qualified and successful commercial advertising is to see whether it meets the requirements of the United States ES Lew raised, namely the principles of AIDA: Attention, Interest, Desire and Action.” (Liu Changying, 2006: 25-26) Successful advertisements should have at least two functions: promoting the desire of buying and prompting the action of buying. Of course, there is no doubt that the colorful and vivid advertising has extraordinary beauty and power, which gets consumers immersed in the joy of the imagination of having the goods and services. After that, they unconsciously accept the guidance of advertising and have the desire to buy. Finally they will buy the product happily. There is a wine advertisement, which can serve as an example: