英语论文网

[Abstract] The advertisement is an indispensable part in the society. So the researches on the English advertisements are becoming more and more useful and important. At the beginning of the thesis, the author holds the definition, the effect and the component of the advertisement. And then the author states something about discourse analysis from its definition, components, and levels. Discourse analysis is the process of description, explanation, illustration, and evaluation. The understanding of the text is the low level, but the high one is evaluating the text. Systemic Functional Grammar (SFG) is proved that it is more suitable for discourse analysis than any other theories. It consists of systemic grammar and functional grammar. Systemic Grammar claims that language is a system network of meaning potential or that it is a semiotic system. Functional Grammar is classified language function into three parts: ideational metafunction, interpersonal metafunction, and textual metafunction. Finally, the author puts these theories into the practice of analyzing the English advertisement. With the discussion and analysis, it is proved that SFG can develop the relationship between them further, and English advertisement can be understood clearly. 系统功能与语篇分析：从及物性，语气和语域分析英语广告 [摘要]广告现在已经成为社会生活不可缺少的一部分，对广告语篇分析有其存在的必然性。论文首先论述了广告的定义，影响以及其文案的组成部分。接下来论述了关于语篇分析，从语篇分析的概念，组成部分，以及两个层面。语篇分析是一个描写，解释，说明，评估的过程，对语篇理解了还要会做出评论。而系统功能语法被指出这个语法比其他语言学框架更适合用来分析语篇，所以论文接下来描述了系统功能语法的理论内容去支持语篇分析，系统功能语法包括系统语法和功能语法。系统语法核心思想是认为语言是有个意义潜势的系统网络。功能语法从语言的功能的角度总结出语言的三大元功能：概念功能，人际功能，语篇功能。最后作者用以上的相关理论对一个英语广告实例进行了具体分析。通过以上论述和分析，作者证明了系统功能语法指导语篇分析的可行性。作者也望两者能更加的完善，以至能更系统地分析理解广告语篇。 1. Introduction Since the 1960s, Halliday, the Professor of linguistics, develops a systematic and comprehensive theory of language, called “Systemic-Functional Grammar (SFG)”, and publishes his book “An Introduction to Functional Grammar” in 1985 and 1994. Many scholars also published a number of books and papers on systemic grammar. The research of Systemic Functional Grammar begins in 1970s and become popular in the late 1980s. English advertising begins in the medieval times and the advertising-boom appears in the 1920s. Today advertising has become an indispensable tool for modern companies and institutions. So the discourse analysis of English advertising is very necessary. With the analysis, people can understand the advertisement completely and supply the further improvement with some evidence. Now few people have tried to use the theories of the SFG to analyze English advertisements. But Professor Huangguowen makes a detailed study on the combination of the SFG and the analysis of English advertisement in his newly published book “Theory and Practice of Discourse Analysis---A Study in Advertising Discourse (2001)”. The thesis will make a tentative endeavor to apply the theories of the SFG to the analysis of English advertisements, hoping to prove that the theories of SFG can be used to analyze English advertising and are actually effective. 2. Advertising 2.1 The definition of advertising Most of the scholars hold that “Advertising” originates from the Latin word “Adventure” which means arousing people’s interest to take action. In 1300 to 1475, it was changed to the medieval English “Advertise”, which meant, “Someone pays attention to something”. The first newspaper advertisement is said to have appeared in 1704 in the Boston News Letter in America. During the 18th century adver