中国房地产广告态度话语分析——评价理论视角论文

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1、AbstractWiththedevelopmentofChineseeconomyandpeople’Slivingstandard，recentlythereisasubstantialgrowthofChineserealestateindustry．Atthesametime，Chineserealestateadvertisements，whicharecloselyrelatedtoChineserealestateindustry,takeupbigmarketshareinthewholeadvertisingm

2、arket．Realestateadvertisementsplayacriticalroleinpropagatingandpromotingrealestate，whichlinkrealestatedevelopersandpotentialcustomers．Realestateadvertisementsconsistofseveralcomponents，butinthisthesis，wejustlayemphasisonadvertisinglanguage，whichisthemostimportantcomp

3、onentinadvertisements．Becauserealestateadvertisinglanguageisalleffectivetooltoattractpotentialcustomers’attention，invoketheirdesire，transmitproducts／services’informationandpersuadethemtopurchase．Appraisaltheorybroadensinterpersonalmeta-functionwithinHalliday’SSystema

4、ticFunctionalLinguistics(SFL)anddevelopsundertheoreticalframeworkofSystematicFunctionalLinguistics，whichisessentialsupplementtointerpersonalmeta-functionofSystematicFunctionalLinguistics．AlthoughmanyscholarshavestudiedChineserealestateadvertisementsfromdifferentpersp

5、ectives，fewscholarsstudyChineserealestateadvertisementsfromtheperspectiveofAppraisaltheory．Undersuchcircumstance，basingonAppraisaltheory,westudyChineserealestateadvertisinglanguagefromtheperspectiveofAttitude，onesubsystemofAppraisalsystem．Webelievethereareplentyofatt

6、itudinalappraisalresourcesexistinginrealestateadvertisinglanguage，SOit’Ssignificanttoanalyzeattitudinalappraisalresources．Themeaningsareasfollows：itwouldrichenadvertisements’analysis；itcouldstrengthenthestudyofadvertisingdiscourse；ithelpspotentialcustomersexactlyunde

7、rstandandappreciaterealestateadvertisementsaswellashelpsadvertisingdesignerscreatemoreeffectiveadvertisinglanguage；itcontributestobroadentheapplicationdomainofAppraisaltheoryaswellascontributestoprobehowtoconstrueinterpersonalrelationshipbetweenrealestatedevelopersan

8、dpotentialcustomers．Themethodologyofthisthesisisthattakesattitudianlsystemastheoreticaltool，themainbranchofAppraisaltheory,andlabor