英语广告语篇的主位和主位推进模式研究

Study on Themes and Thematic Progression Patterns in English Advertisement Texts

主位与主位推进是语篇分析的主要手段。不同的推进模式会有助于理解语篇信息发展的逻辑和连贯顺序。现今社会中,广告作为一种销售和信息交流的手段起着越来越重要的作用。故需弄清英语广告语篇中不同主位的分布特点以及不同的英语广告正文类型所采用的主位推进模式,这样有助于广告读者更好地理解广告传递的信息,同时为广告撰稿人提供了广告撰写的清晰思路,帮助他们选择最合适的主位推进模式以求最大化地实现广告者的目的。

Themes and Thematic Progression patterns are principle means of discourse analysis.Different Thematic Progression patterns will help to understand the logic and coherence of the information in texts.Nowadays,advertising is playing a more and more important role as a means of sales and communication.Thus,it is required to study the distribution characteristics of different Themes in advertisements and the selection of Thematic Progression patterns corresponding to different text types.This study aims to help readers understand advertisements better and provide advertising writers a clear idea about how to write advertisements in a correct and efficient way so that they could finally choose the most proper Thematic Progression pattern to maximize advertisers＇ purpose.