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Chapter 1 Introduction

In this chapter, in order to provide a general view of this thesis, the researchbackground, research objectives, research significance and origination of the thesiswill be illustrated.

在本章中，为了提供普遍认为这篇论文，研究背景，研究目标，研究意义和产生的论文将被说明。

1.1 Research background
As a product of modern society, advertisement bears an inextricable relationshipwith our daily lives. And we can virtually see them in every corner, such as intelevision, newspaper, magazine, radio and even on the wall of restrooms, they serveas a public notice offering or asking for goods, services, information, etc. In order toattract customers and persuade them to purchase their products or services eventually,the advertisers employ various linguistic devices to retouch their advertisements,which attract linguists’ attention. In recent decades, numerous researches onadvertisements have been conducted from various perspectives such as semiotics,stylistics, and pragmatics. However, the Grammatical Metaphor theory is seldomemployed in advertisement researches.

1.1研究背景
作为现代社会的产物，广告对我们日常生活的关系密不可分。我们几乎可以看到他们的每一个角落，如在电视，报纸，杂志，电台，甚至在洗手间的墙上，他们作为一个公告，提供或要求的货物，服务，信息等，为了吸引客户和最终说服他们购买他们的产品或服务，广告商采用各种语言的设备来润饰他们的广告，吸引了语言学家的注意。近几十年来，许多广告上的研究已进行了从不同的角度，符号学，文体学，语用学等。然而，很少使用的语法隐喻理论在广告研究。

Therefore, based on the previous constructiveresearches conducted by linguists from home and abroad, this thesis tries to apply theGM in analyzing the English advertisements.GM was initially put forward by Halliday in his The Introduction to FunctionalGrammar (1985), and sparked a heated and lasting discussion ever since. Afterdecades of development, scholars begin to put the theory into practice, analyzingdifferent kinds of discourses, such scientific and technology discourse, news reportand legal documents. However, due to the influence of Halliday’s initial classification of GM, which contained only Ideational GM and Interpersonal GM and did notmention Textual GM that was put forward by Martin afterward, the previous analysesmainly focused on Ideational GM and Interpersonal GM, caring little about TextualGM in the discourses, which inevitably led to the lack of systematicness andcomprehensiveness.It is against this backdrop that the current study embarks. In this thesis, theauthor combines Textual GM and the other two kinds of GM to form a comprehensiveanalysis framework, and then makes a detailed analysis on the English advertisementscollected from multiple channels in order to explore the realization forms andfunctions of each kinds of GM in English advertisements.

1.2 Research objectives
Nowadays, in order to attract customers’ attention and persuade them to buy theadvertised product and service or to make their concepts well accepted, advertisersemploy various linguistic devices, including GM, to make their advertisements morecreative and impressive. Therefore, analyzing those linguistic devices will help us geta better understanding of the underlying mechanism that enables the advertisers toachieve their desired effects. This thesis aims to elucidate the realizations andfunctions of GM in English advertisements.This thesis purports to answer the following questions:1. How dose each kind of GM is realized in English advertisements?2. What are the functions of each kind of GM in English advertisements?

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