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1、北京交通大学硕士学位论文广告语中前景化策略的文体学视角研究姓名：赵婧鹏申请学位级别：硕士专业：外国语言学及应用语言学指导教师：杨若东20071201名，在例证后的括号内表明，以证实例证的可信度．广告业作为文化创意产业的一部分，如今已经成为社会经济发展的前沿产业之一，广告包括的范围很广，但其主要的功能是吸引功能。本文从文体学入手，从文体学角度探讨了前景化在语言的各个层面上通过变异和规则性突出，并通过大量的例证，证明前景化是实现广告吸引功能的有效手段之一．关键词：前景化；变异；规则突显；广告；吸引功能；文体学
2、；有效性AbstractAdvertisingissomethingthatwearoallexposedtoeveryday．Itisalsosomethingthatislikdytoaffectusinanumberofdifferentspheresofourlives．Foregrounding,whichhasarousedheateddiscussionsamongstylisticiamnowadays，issummarizedandexpoundedinregardtoitsfuncti
3、oninadvertisementsinthispaper．TheconceptofforcgroundingoriginaUybelon擎topainting,meaningthoseoutstandingpartsagainsttheirbackgrounds．Inthe1930's,PragueSchoollinguistsappliedittolinguisticstudies,emphasizingtheimportanceofdeviationwhichissospedalthatdrawsp
4、eople’sattention．Lateron,LeechandShortfurtherdevelopthetheorytoincludeboththedeviantfeaturesaswellasthosewhicharcnotdeviant,butneverthelessstriking．Halliday,瓶authorityinsyst锄icandfunctionallinguistics,dcvdopsthetheorycV吼fBrther．Heree弘dsit鹤"motivatedpromin
5、eft∞"fxomtheangleoffunction．Itimpliesthatonlywhmthedeviationfeaturesaswellasthosewhich虢notdeviant,butneverthelessstriking,functioneffectivelyinthecontextscouldtheybetaken勰“foregrotmding'’．Thatistosay,foregrotmdingisstyle．Functionalistsbelievethatlanguagef
6、ultonanditscontextdeterminethestylisticfeatures．Inanypracticalvariety,onlywhenlanguagefeatures黜performingtheirvariousfunctionsinthesituationalcontextaretheycharacterized,activatedandforegrotmded,becomingthestylisticfeaturesofthewriting．Asfaraslanguageisco
7、ncerned,advertisinglanguageisdesignedt0fulfillmanyfunctions，amongwhichatt删vefunctionisthemostimportantone．Itindicatesthatthelanguageofadvertisementsshouldbebriel,aesthetic，novel，strangeandspecial．Toachievethea胁cdvefunctioninsuchacontext,advertisinglanguag
8、edesignersdeliberatelydeviateatgraphological，lexical,syntacticalandsemanticlevels,whichdevelopfromlanguageformtolanguagecontext,fromthelanguagemeaning011thesurfacct0thelanguagemeaningindepth．Graphologicaldeviationca
