英文广告语篇中的主位和主位推进模式分析

Analysis of Modes of the Themes and the Theme-rheme Patterns in English Advertisements

从语篇的功能语法出发,对一些英文广告的主位及主位推进模式进行分析与统计,发现英文广告语篇通过平行型、集中型、延续型和交叉型等主位推进演变方式,体现了广告主期望改变受众的认知环境这一规律。这种规律,有助于影响潜在的消费者,和广告的功能与目的息息相关。

Proceeding from the functional grammar of the discourse, the paper analyses the modes of the themes and the theme-rheme patterns of some English advertisements. By analysis, we find the discourse of English advertisements in such ways of developing as paralleled types, concentrated types, continued types, and crossed types has reflected the ad owner＇s expectation to change the law of audiences＇ cognitive environment. This kind of law and the advertising function is closely linked with the same purpose,which contributes to affect potential consumers.