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>1a)Take your writing to new heights, with Pilot s smooth, gel ink rollerball pens...
1a)Go on———the sky s thelimitwith Pilot.
(5)男式表(Tudor): 3a) Tough as a Tiger
3b) Tiger Woods　　The world s leading professional golfer
(6)汽车(Toyota): 1a) The passion ignites
Building on a long history as apassionate competitorin motorsports, 1a) Toyota is preparing to 1a)embark on its greatest challenge of all, to 1a) compete for the Formula One Championship.
(7)女士香烟: How can such askinny little thing 3a) taste so fantastic. 1a)Try the slimmest slim and2a)see.
(8)电话听筒: 3a) Beautiful. 3a) Slender. 3a)Instantly responsive. And that 3b) was just her answerphone
(9)女士服装: 1b) Styled to Make You Look Slimmer
3a) Sizes 12 right up to 30
2c) You ll find all the fashions that really flatter in the new Autumn Collection from Ambrose Wilson.5) Slimming styles like drop-waist dresses, hip skimming tops and long line coats. 5) Clever details such as dolman sleeves and padded shoulders. 2c)Forget all about dull dressing, you can wear bright bold colours and still look slim. 3b) A terrific choice for every occasion, in size 12 to 30.
(10)女式表(Rolex): Dr. Sylvia Earle, oceanographer, has 1a) plumbed the oceans to record-breaking depths. Beneath the waves, her Rolex chronometer 3a) is an indispensable piece of oceano-graphic equipment. Back on dry land it 3a) is an indispensable piece of jewellery.
(11)印刷: We 2a) want to use print to 3b) illustrate quality. Magazines and newspapers 3a) are important to our brands because we 2a) know our customers and they 1b) provide us with on-target reach.
以上广告可分为两大类别:针对男性消费者的广告(1 )-(6)和针对女性消费者的广告(7 )-(11) (以下简称男性广告和女性广告),其中的汽车和印刷广告并未明确表明广告所针对的性别。但因广告中分别显示有男性像和女性像,所以我们将二者分别归入男性广告和女性广告。
2•1　词汇层
从以上广告中,我们可看出一个特点:这两类广告在词汇,即成分的选择上有所不同。这些成分———按照传统语法中对词类的划分———是表示事物名称的名词和表示事物性质特点的形容词(广告语篇中以下画线标示)。这也是功能语法中对经验的初级分类所参照的模式。
就名词所表示的事物的性质而言,初级分类可分为有意识和无意识两类。如该表中所列举的pilot、hero、explorer、professional和beauty。若对无意识类进一步划分,可分为物质性事物和符号性事物。物质类中又可细分为动物,如tiger;物体,如jewellery;材料以及抽象物,如heights和limit。符号类可分为机构、符号性物体以及符号性抽象物,如enchantment和adventure。
对于图1的分类需要说明的是,有意识类的事物在行动构形中可以以积极参与者的形式出现;具体而言,其担当的角色可以是物质过程中的动作者,心理过程中的感觉者和言语过程中的说话者。属于无意识类的动物具有执行自发和自愿动作的潜势,且该动作可产生一定的作用;另外,动物也可以视作心理过程中的感觉者。同属无意识类的物体在行动构形中则是被作用的参加者或是非自愿过程的动作者;另外,物体具有其存在状态和范围可以被界定的特点。针对不同性别消费者的广告语篇所采用的参与者在这些类别中有不同的分布。通过对图1的观察,可发现两个特点:1)在男性广告中,有意识类事物出现