摘要
以网络杂志"Health Magazine"上登载的一则奶粉广告为例,运用系统功能语言学理论对广告文本的语言系统和结构进行多层次、系统的生态话语分析。通过建构有益性话语,将"深生态"哲学植入广告语篇,以传播倡导生态和谐的绿色生态消费观。对广告文本进行生态话语分析有助于解释和揭示广告营销的商业行为,并间接影响大众的消费行为。
We carry out a case study on an advertisement of children＇s milk, which turns out in online magazine ＂Health Magazine＂. An ecological analysis is made of this advertising discourse. The advertiser constructed a beneficial discourse to advocate an ideology of healthy consumption and ecological harmony. The findings reveal that the ecological analysis of advertising discourse can shed light on economical behaviour and influence public consumption behaviour.
作者
王琴
WANG Qin(Department of Foreign Languages,Foshan Open University,Foshan 528000,Guangdong,Chin)
出处
《韶关学院学报》
2018年第4期61-64,共4页
Journal of Shaoguan University
基金
广东远程开放教育基金项目"广告语篇的多模态生态话语分析"(YJ1708)
佛山市社科规划项目"生态语言学视域下的环境话语研究"(2017-GJ40)
关键词
系统功能语法
生态话语分析
广告语篇
营销策略
生态和谐
systemic functional grammar
ecological discourse analysis
advertisement discourse
marketing strategies
ecological harmony
