婴儿用品广告宣传语的批评性话语分析

Critical Discourse Analysis of Advertisements for Babies' Products

婴儿用品广告相比于其他广告具有语篇受众和产品受众非同一的特点,婴儿监护人(语篇受众)在为婴儿(产品受众)决定是否购买某产品时,承担了更多的责任,态度更加谨慎。要打动语篇受众,使其成为该产品的消费者,广告主在语篇中多数情况下必须处于权势地位。在系统功能语法和批评性话语分析的框架中,分析广告主如何通过语言建构三者的关系并获取权力,从而达到交际的目的。

Compared with other ads, ads for babies＇ products have the characteristics of nonidentity of target audience. line guardian （the target audience for the discourse） assumes more responsibility for the baby （the target audience for the product） when deciding on the purchase of a product, which makes him or her more cautious. For most of the eases, the sponsor of the ads must take the position of power in order to persuade the ads audience to become the consumer of his product. In the framework of SPG and CDA, it intends to analyze how the sponsor of the ads construct the relationship of the three parties and obtain power by language, by means of which his intention of communication has been reached.