英语商业广告问题解决模式探讨-基于评价理论_英语论文

The Problem-Solution Pattern in English Commercial Advertisements from the Perspective of Appraisal Theory

摘要

近年来随着世界经济的逐步融合，各国争先恐后在异国占领先机市场。广告作为一种说服性文体已被运用许多不同语言学理论分析研究，然而评价理论视角下英文商业广告运用分析还为数不多，所以本文尝试运用评价理论中态度资源来探讨英文商业广告特点及问题解决模式，分析一些典型的英语商业广告, 找出广告语中存在的态度资源，希望能丰盈并加深对广告语研究的探索，也丰硕评价理论视角下英文商业广告问题解决模式。

关键词：评价理论；态度；英文商业广告

Abstract

English commercial advertisements have seen the market in foreign regions and countries with the gradual integration of the world economy. Many researches have been done about the persuasive style of the advertisements. However, there are few analyses from the perspective of the appraisal theory. This thesis attempts to probe the characteristics and the problem-solution pattern in English commercial advertisements from the perspective of appraisal theory by analyzing some typical English commercial advertisements and to demonstrate the aspect of attitude resources in commercial advertisements. It aims to enrich and deepen the research on advertisements and problem-solution pattern of English commercial advertisements from the perspective of appraisal theory. 

Key words: appraisal theory; attitude; English commercial advertisement

Contents

1. Introduction 1

2. Literature Review 1

2.1 The definition and content of appraisal theory 2

2.2The development and influence of English advertisements 3

3. The Features of English Advertisements 4

3.1 The Lexical features of English advertisements 5

3.2 The Syntactic features of English advertisements 6

3.3 The Rhetorical features of English advertisements 6

4.The Problem-Solution Pattern in English Commercial Advertisements from the Perspective of Appraisal Theory............... 7

4.1 The appraisal resources in the ‘problem’ part 7

4.2 The appraisal resources in the ‘solution’ part 8

5. Conclusion 9

Works Cited 11