教育广告的批评话语分析

Critical Discourse on Education Advertisement

在商业社会的大背景中,在家长们望子成龙心情的推动下,如今的教育已经成为了一大产业,各种类型的教育培训机构林立,招生广告遍布各大媒体,甚至大街小巷。可以从批评话语分析的角度出发,并综合商业广告的语言特点,进行话语分析。通过对教育广告中的语篇结构、词汇、修辞特点的考察,揭示教育广告影响和塑造教育理念的社会功能。

Under the background of commercial society, education now has become a huge industry pushed by parents＇ high expectation on their children. Diverse training institutions exist everywhere. Besides, the media approaches as well as streets and paths are occupied with the training advertisements. Discourse analysis should be conducted in view of languages characteristics of comprehensive advertisements. Studying on text structure, vocabularies as well as rhetorical device can reveal the influence of training advertisements and the social function of building the education concept.