广告英语中祈使句的功能分析

Analysis on the Functions of the Imperative in Advertising English

广告,作为商界一种首选的商品推介和信息传播模式已渗透到人们生活的各个方面。经济日趋全球化,使广告中重要的信息载体之一——广告文字日益国际化。英语,因其独具的国际性,尤如一个语言明星,在各类广告中可谓出尽风头。由此,从英语家族中催生出一种新的文体——广告英语。广告英语别样的风格已激起广告学家、语言学家和社会学家们对它的关注和研究兴趣。在广告英语中,祈使句使用频度很高,占有非常重要和注目的地位。本文从系统功能语言学出发,对广告英语中的祈使句的人际功能、经验功能和语篇功能进行分析,以求揭示广告英语中祈使句的语言魅力。

As a way of propagating and transmitting information,the role of advertisement cannot be underestimated because it is not only an artful technique in persuading people to buy,but also gradually has become a must for social communication which in turn influences the development of society and economy.Because of its special characteristics,advertising English has provoked great interest of advertising experts and linguists.Among advertising English,the imperative sentence plays a big role.The purpose of this paper is to study the functions of imperative sentences in advertising English from the view of systemic functional grammar.By interpersonal function,imperative sentences aim to persuade the readers or listeners to take action; by experiential function,simple verbs in imperative sentences can enhance the effectiveness of the advertisement;by textual function,succinct imperative sentences aspire to catch the eyes of people in a second.