广告语篇的主位结构及其劝说功能

Thematic Structure of Advertising Discour′se and Its Persuading Function

语篇是特定情境下为了特定目的的语言运用,语篇目的要靠语篇手段来实现。就广告语篇而言,其目的是劝说消费者选择所宣传的产品,而这种劝说功能要通过各种语篇手段来实现。本文主要探讨了主位结构与广告劝说功能之间的关系,通过典型实例分析了标记主位与主位推进模式两种语篇手段对广告劝说功能的实现所发挥的作用。

A discourse is the use of language for a specific purpose in certain context and the realization of discourse purpose depends on discourse strategies. As far as advertising discourse is concerned, the purpose is to persuade consumers to choose the product or service being advertised, which is realized through the use of various kinds of discourse strategies. The present thesis probes into the relationship between thematic structure and the persuading function of advertising discourse. It analyzes how discourse strategies of marked theme and thematic progression are used in dvertising discourse to persuade consumers to choose the product or service.