Abstract

With the continuous development and perfection of Systemic Functional Linguistics, increasing scholars at home and abroad devote themselves into the study of the three functions of the theory, including ideational function, interpersonal function and textual function. This thesis uses these three functions to analyze public service advertisement (PSA). Based on ideational function, by means of transitivity and voice, the thesis concludes the relationship among the actor, verb, and subject, which play important roles in the structure of each PSA. From the perspective of interpersonal function, through broadcasting PSAs, the media has the interaction with the public, reaching the goal of solving the social issues together. Through the analysis of the PSA from the perspective of textual function, it is summarized that the language arts applying the thematic structure and cohesion, such as the conjunction of two sentences, avoidance of words repetition, poses special effect. The purpose of this thesis is for better understandings on information that PSAs convey, introducing excellent foreign PSA into China and with the help of those foreign advice, promotes the development of the domestic PSAs.

Key Words: Systemic Functional Linguistics  PSA  ideational function interpersonal function  textual function

摘 要

随着系统功能语言学的不断发展和完善，国内外许多学者对该理论的功能进行了研究。本文作者从系统功能语言学角度分析公益广告，主要从其三大功能着手，即概念功能、人际功能和语篇功能。基于概念功能的及物性和语态，本文对公益广告中行为者、动词、目标三个要素进行总结，三者对公益广告的结构起着很重要的作用。从人际功能的语气和情态角度看,媒体通过公益广告与大众产生互动，达到一致目的来解决问题。从语篇功能的主位结构和衔接角度，挖掘广告语言的艺术，分析得出句子的斜接、词语重复使用对公益广告有强烈的渲染效果。本文旨在让读者更好地解读公益广告的内容，将更多的国外优秀公益广告带入我们生活，借鉴其中精华的部分，使国内的公益广告能更好地发展。

关键词：系统功能语言学 公益广告 概念功能 人际功能 语篇功能

1 Introduction
Systemic Functional Linguistics (SFL), is an approach to linguistics developed by Halliday, which considers language as a social semiotic system. SFL plays a vital role in the filed of linguistics. M.A.K.Halliday, the founder of SFL, had clearly pointed out in his An Introduction to Functional Grammar (2004) that his purpose to found the SFL was to provide for discourse analysis a theoretical framework which can be applied to any English discourse, oral or written, such as language teaching, sociolinguistics, text analysis, stylistics, machinery translation and so on. Throughout the history of SFL development, many scholars have made contribution to the SFL at home and abroad, such as Halliday, Matthiessen, Geoff Thompson, Hu Zhuanglin, Zhu Yongsheng and other scholars.