从系统功能语言学角度看广告英语

随着商品经济的不断发展,广告已经渗透到人们生活的各个方面,越来越成为现代社会不可缺少的一部分,随着全球化趋势的进一步凸现,广告业的中西交流也日益频繁。作为广告重要组成部分的广告语言文字——广告英语,逐步从英语家族中脱颖而出,以其独特的风格、巨大的吸引力和说服力吸引了许多广告学家、语言学家对它进行研究,深入了解广告英语的特点具有越来越重要的现实意义。本文从系统功能语言学的元功能出发,从三个不同的角度对广告英语进行分析,从人际功能来看,广告意在说服和促使读者或听众对产品从心动转向行动;从经验功能来看,广告中大量采用某些动词,既可达到简明、传达信息的效果,又可增加语言的表现力,从而促使消费者对产品效果作出反馈;从语篇功能来看,广告词中常采用简练的句子,一下子便能抓住人们的视线或听觉,引起人们的兴趣。

With the fast development of commodity economy in our society, the advertisement has already permeated through all respects of people＇s life. As an important constituent of advertising languages, advertising English gradually distinguishes itself from the English family. By its unique style and persuasion power, it arouses attention from many advertisement experts and linguists. This article, from the perspective of metafunction in systemic functional linguistics, carries on the analysis from three different angles. As to the interpersonal communication function, it is for the purpose of persuading and urging the reader or the audience to take action; as to the experience function, advertisement highlights the frequency of certain verbs, which transmits the information concisely and effectively, and might increase the language expressiveness, thus urge the consumer to make feedback; as to textual function, advertisement often uses the succinct sentence, which can catch people＇s attention immediately and arouse people＇s interest.