情景英语广告的系统功能理论分析_英语论文

Systemic Functional Approach to the Discourse Analysis of Scenario English Advertisements 

摘要

随着全世界商业化和信息化的飞速发展，广告作为一种大众媒体已经渗透到社会的每一个角落，成为人们日常生活中非常重要的一部分。在现代，许多学者正在从不同方面对英语广告进行研究。作为语言学最重要的理论之一，Halliday的系统功能语法也用于分析英语广告，但关于这一主题的研究不够具体，仍需要进一步探索。因此，在本文中，笔者试图基于系统功能语法理论和其他学者以前的作品对广告英语进行功能分析，希望这项研究不仅可以扩展系统功能语法的应用领域，丰富广告英语的理论研究，还可以给广告商一些实用的建议来帮助他们做出成功的产品或服务的广告。因为英语广告的形式多样，笔者不能一一进行深入研究，所以在本论文中，只有情景类商业英语广告将被深入分析。本文共分为四章。第一章简要介绍了本文的选题背景，并回顾了之前其他学者对于英语广告的研究。第二章主要介绍了本文的理论基础，包括情景类英语广告的定义和系统功能语法的主要观点。第三章分析情景英语广告的功能特征。第四章总结本研究的主要结果，讨论本研究的不足并提出改善建议。

关键词：情景英语广告;系统功能语法;概念功能;人际功能;语篇功能

Abstract 

With the rapid development of commercialization and informatization of the whole world, advertising as a kind of mass media has already penetrated into every corner of the society, and become a very important part of people’s daily life. In modern times, many scholars are undertaking researches on English advertisements from different aspects. As one of the most important theories of linguistics, Halliday’s Systemic Functional Grammar is also used to analyze English advertisements, but studies on this topic are not specific enough and still need to explore further. So in this paper, the author tries to make a functional analysis of advertising English based on the Systemic Functional Grammar theory and previous works of other scholars, hoping that this study could not only expand the application fields of Systemic Functional Grammar and enrich the theoretical study of advertising English, but also give some practical and useful suggestions to advertisers when they create advertisements of products or service. Since English advertisements have too many forms, the author cannot cover all of them, in this thesis, only scenario commercial English advertisements will be deeply analyzed.This paper is divided into four chapters.Chapter One briefly introduces the background of this thesis and reviews the previous works by other scholars on advertising English.Chapter Two introduces the theoretical basis of this article, including the definition of scenario English advertisements and the main points of Systemic Functional Grammar. Chapter Three applies the three metafunctions of SFG to analyze the features of scenario English advertisements.Chapter Four summarizes the main results of this research, discusses the deficiency of this research and gives some suggestions to improve.

Key words: scenario English advertisements; the Systemic Functional Grammar; the ideational metafunction; the interpersonal metafunction; the textual metafunction

Contents

1. Introduction 1

1.1. Research Background 1

1.2. The Previous Works 1

1.2.1. The Classification of English Advertisements 1

1.2.2. Researches from Perspectives of Stylistics, Sociolinguistics, Pragmatics and Semiotics 2

1.2.3. Researches from Systemic Functional Grammar 2

1.3. The Methodology and the Structure of this Research 3

2. Theoretical Framework 5

2.1. The Definition of Scenario English Advertisements 5

2.2. Three Metafunctions of Language 5

2.2.1. The Ideational Metafunction 6

2.2.2. The Interpersonal Metafunction 7

2.2.3. The Textual Function 9

3. Analysis of the Scenario English Advertisements with the Systemic Functional Grammar 11

3.1. Analysis of Ideational Metafunction 12

3.1.1. Analysis of Transitivity 12

3.1.2. Analysis of voice 15

3.2. Analysis of interpersonal Metafunction 16

3.2.1. Analysis of Mood 16

3.2.2. Case analysis of modality 18

3.3. Analysis of Textual Metafunction 20

3.3.1. Analysis of Thematic Structure 20

3.3.2. Analysis of Cohesion 21

4. Conclusion 22

4.1. Research Summary 22

4.2. Limitations of the Research 23

4.3. Suggestions for the Research 24

References 25