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1.1 Research background
社会的发展见证了广告的热潮。商业广告，作为广告家族中的重要成员，有其巨大的生机和活力。越来越多的企业选择了以广告展示产品。他们成功的关键点之一在于他们的广告能否对读者施加了深刻的印象，促使潜在消费者的购买及其制品业。因此，写一个有效的广告片，具有十分重要的意义。韦斯特和施罗德（1985：26），“广告有许多形式，但他们内心深处的语言是至关重要的。广告的措辞是，在大多数情况下，精心雕琢，以满足特定的目的，有时它被告知，但更多的时候，更重要的是，说服和影响力。“换句话说，作为一个重要的元素，广告文本，语言表达有很大的贡献的成功有一定的广告片。The development of society has witnessed the boom of advertisements. Commercialadvertisements, as an important member of advertisements family, have their great vigorand vitality. More and more businesses have chosen to employ advertisements to displayproducts. One crucial point of their success lies in whether their advertisements canimpose a deep impression on readers and urge the potential consumers to buy theirproducts. Hence writing a piece of effective advertisement is of great significance.Vestergaard and Schroder (1985: 26) hold that "advertising takes many forms, but inmost of them language is of crucial importance. The wording of advertising is, in mostcases，carefully crafted to meet particular ends. Sometimes it is intended to inform, butmore often, and more importantly, to persuade and influence”. In other words, as a vitalelement of advertising texts, language expressions contribute much to the success of acertain piece of advertisement.
有特色,广告文本已经引起了人们的广泛注意从语言场和国内外。在中国,广告研究主要探索了从这些维度作为词汇学、语用、文体风格、翻译和语言心理学。这里我们要提到的是黄(2001),他雇佣了系统性-功能语法分析广告不同的风格。从非,更多的研究在广告上进行了功能语法的框架内。此外,黄(如上)的应用进行讨论种话语形态,指出广告在广告,四个部分,“问题”和“解决方案,是义务而“形势”,而且“评估”是可选的。基于这一发现,论文将进行研究评价意义表达的话语中广告。具体来说,我们感兴趣的是如何评价意义表达的是“问题”和“解决方案”规律的一部分广告框架内的评价体系。研究现状的原因包括作者的兴趣在英语商业广告以及她的兴趣评估理论。With distinctive features, advertising texts have attracted widespread attention fromlinguistic field both at home and abroad. In China, advertisement studies have beenmainly explored from such dimensions as lexicology, pragmatics, stylistics, translationand psycholinguistics. Here we should mention Huang (2001), who employsSystemic-Functional Grammar to analyze advertisements of different styles. From thenon, more studies on advertisements have been conducted within the framework offunctional grammar. Moreover, Huang (ibid) discusses the application ofProblem-Solution discourse pattern in advertisements and points out that inadvertisements, of the four parts, ‘problem’ and ‘solution，are obligatory while ‘situation’and 'evaluation' are optional. Based on this finding, the thesis will conduct a study on theappraisal meaning expressed in the discourse of advertisements. Specifically, we areinterested in how appraisal meaning is expressed in the 'problem' and the ‘solution’ partof the advertisements within the framework of the Appraisal system.Reasons for the present research include the author's interest in English commercialadvertisements as well as her interest in Appraisal theory.
Appraisal theory, as a development in the study of the interpersonal meta-fiinctionwithin Systemic Functional Linguistics (SFL)，is an ideal analytical framework forstudying the language of attitude，emotion and a set of linguistic resources whichexplicitly express a text's positions. Appraisal theory is concerned with the linguisticresources by which the writer or speaker can convey their attitudes, get involved inpositions, and grade the attitudes. There are three sub-systems under the Appraisal theory:Attitude, Engagement and Graduation. "Attitude is concerned with our feelings,including emotional reactions, judgments of behaviors and evaluati本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。