摘要
广告语言以创新见长,受到语言和话语分析的偏爱。本研究运用系统功能语言学的方法描述语言在广告语篇中的作用,同时从批评话语分析的角度研究广告在社会中的作用,即广告如何表述意识形态,如何运用权力对读者产生影响。首先回顾了广告语篇研究的国内外现状和不足,其次以一则汽车广告为例运用功能语法进行分析,结果显示,功能语法对提升广告语篇的对外宣传效果有很大的指导作用。
The language of advertising is creative and seeks attention from those doing language and discourse analysis. The paper explores the role of language in advertising discourse from the perspective of systemic functional linguistics on the one hand and examines the ideology, the power behind and function of advertisements in society from the angle of critical discourse analysis. The paper first looks back on the literature review of advertising studies at home and abroad, then it applies the functional grammar to a car advertisement. The result shows that functional grammar can effectively give guidance to the practice of discourse analysis for advertisements.
出处
《科教导刊》
2017年第11期151-153,共3页
The Guide Of Science & Education
基金
福建省2016年大学生创新创业训练计划项目
项目编号:201610397017
关键词
广告语篇
话语分析
功能语法
discourse of advertising
discourse analysis
functional grammar
