A Functional Analysis of English Advertising language
英语广告语的功能语法分析
Contents
Introduction……………………………………………………………………………2
Chapter One Systematic Functional Grammar………………………………………..3
1.1The generalization of Systematic Functional Grammar…………………………3
1.2The systemic orientation of Systematic Functional Grammar…………………..4
1.2.1 Saussure’s theory of system………………………………………………4
1.2.2 Firth and Hjemslev’s theory of system…………………………………...4
1.2.3 Halliday’s opinion on systemic theory…………………………………...4
1.2.4 Morley’s opinion on the Systemic-Grammar…………………………….5
1.3The functional orientation of SFG………………………………………………5
Chapter Two The characteristics and text type of Advertising language……………...6
2.1The characteristics of Advertising language…………………………………….6
2.1.1 Generality…………………………………………………………………6
2.1.2 Particularity……………………………………………………………….7
2.2 The text type of Advertising language………………………………………….7
2.2.1 Routine Text……………………………………………………………...8
2.2.2 Variant Text………………………………………………………………8
Chapter Three The transcendental issues of advertisement language…………………9
3.1 The transcendence in advertising language……………………………………..9
3.1.1 The rhetoric transcendence……………………………………………….9
3.1.2 The transcendence beyond rhetoric……………………………………..10
Conclusion……………………………………………………………………………11
Bibliography………………………………………………………………………….12
Introduction
As is known to us, advertising language as one kind of complex linguistic phenomenon, reflects the changes of the society. In addition, advertising is relative a newly sprouted thing, is the inevitable outcome of social economic development. to a certain degree, it represents the direction of social development, through analyzing advertising language ,we can get a better understand of current situation of the society,as well as the general situation and trend of advertising development at home and abroad, and finally conclude some research inadquacies .
Our advertising language research starts late, and its level is lower.Just like Mr.Shao Jingmin said “our country’s advertising language creation and research are still staying on a lower level, compared with the developed countries in the world, the gap is not just a bit, but quite large.” The result of which is “most of the advertising copies will imitate the advertising language performance model of the foreign countries, and will not form the advertising trend and leading tendency with Chinese characteristics, let alone to deeply research the influence that our peoples’ cultural-mental construction and colorful folk-custom have on advertsing. Chinese nation has a language that has developed for more than five thousand years , which contains broad and profound national cultural deposits. If people haven’t seen the national language treasure, they will cause Chinese advertising lack of a kind of long and prosperous vitality, this aphasia of national culture is just the taboo of advertising development. based on this, the author thinks it’s especially important for the scholars to reanalyze our country’s advertising language by taking reference of the foreign advanced linguistic theory.
This paper mainly focuses on Systemic Functional Grammar, attaches more
