Discourse Analysis of English Advertisement 英语广告语篇分析

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1、DiscourseAnalysisofEnglishAdvertisement英语广告语篇分析AbstractI摘要II1Introduce12Advertising12.1Thedefinitionofadvertising12.2Theeffectofadvertising23.Discourseanalysis33.1Purposeofdiscourseanalysis43.2Levelsofdiscourseanalysis44Systemicfunctionalgrammar54.1Systemicgrammar54.2Function

2、algammar64.2.1IdeationalMetafunction74.2.2InterpersonalMetafunction74.2.3TextualMetafunction85AnalysisoftheEnglishadvertisement85.1Analyzingthetransitivityoftheadvertising95.2Analyzingthemoodoftheadvertising105.3Analyzingtheregisteroftheadvertising116Conclusion12Bibliography1

3、316AbstractTheadvertisementisanindispensablepartinthesociety.SotheresearchesontheEnglishadvertisementsarebecomingmoreandmoreusefulandimportant.Atthebeginningofthethesis,theauthorholdsthedefinition,theeffectandthecomponentoftheadvertisement.Andthentheauthorstatessomethingabout

4、discourseanalysisfromitsdefinition,components,andlevels.Discourseanalysisistheprocessofdescription,explanation,illustration,andevaluation.Theunderstandingofthetextisthelowlevel,butthehighoneisevaluatingthetext.SystemicFunctionalGrammar(SFG)isprovedthatitismoresuitablefordisco

5、urseanalysisthananyothertheories.Itconsistsofsystemicgrammarandfunctionalgrammar.SystemicGrammarclaimsthatlanguageisasystemnetworkofmeaningpotentialorthatitisasemioticsystem.FunctionalGrammarisclassifiedlanguagefunctionintothreeparts:ideationalmetafunction,interpersonalmetafu

6、nction,andtextualmetafunction.Finally,theauthorputsthesetheoriesintothepracticeofanalyzingtheEnglishadvertisement.Withthediscussionandanalysis,itisprovedthatSFGcandeveloptherelationshipbetweenthemfurther,andEnglishadvertisementcanbeunderstoodclearly.KeyWords:Englishadvertisem

7、ent;discourseanalysis;systemicfunctionalgrammar;functionalgrammar16摘要广告现在已经成为社会生活不可缺少的一部分，对广告语篇分析有其存在的必然性。论文首先论述了广告的定义，影响以及其文案的组成部分。接下来论述了关于语篇分析，从语篇分析的概念，组成部分，以及两个层面。语篇分析是一个描写，解释，说明，评估的过程，对语篇理解了还要会做出评论。而系统功能语法被指出这个语法比其他语言学框架更适合用来分析语篇，所以论文接下来描述了系统功能语法的理论内容去支持语篇分析，系统功能语法包括系统语法和

8、功能语法。系统语法核心思想是认为语言是有个意义潜势的系统网络。功能语法从语言的功能的角度总结出语言的三大元功能：概念功能，人际功能，语篇