1。2。3。 Researches from Systemic Functional Grammar 2

1。3。 The Methodology and the Structure of this Research 3

2。 Theoretical Framework 5

2。1。 The Definition of Scenario English Advertisements 5

2。2。 Three Metafunctions of Language 5

2。2。1。 The Ideational Metafunction 6

2。2。2。 The Interpersonal Metafunction 7

2。2。3。 The Textual Function 9

3。 Analysis of the Scenario English Advertisements with the Systemic Functional Grammar 11

3。1。 Analysis of Ideational Metafunction 12

3。1。1。 Analysis of Transitivity 12

3。1。2。 Analysis of 源-于,优W尔Y论L文.网wwW.youeRw.com 原文+QQ75201,8766 Voice 15

3。2。 Analysis of interpersonal Metafunction 16

3。2。1。 Analysis of Mood 16

3。2。2。 Case analysis of modality 18

3。3。 Analysis of Textual Metafunction 20

3。3。1。 Analysis of Thematic Structure 20

3。3。2。 Analysis of Cohesion 21

4。 Conclusion 22

4。1。 Research Summary 22

4。2。 Limitations of the Research 23

4。3。 Suggestions for the Research 24

References 25

1。 Introduction

1。1。 Research Background

With the rapid development of advertising industry, advertisements are playing more and more important part in the market competition。 It is rather critical for a company to make a successful advertisement which can be widely spread。 So in modern times, we are always confronted with different types of advertisements of different products or service。 And with the advance of the times, the progress of science and technology and social changes, advertising language has become more and more complex, involving many disciplines, such as linguistics, psychology, economics, marketing, sociology, aesthetics and so on, witnessing the significance of studies on ads。 Therefore, as a new language art, advertising language has caught more and more attention of the majority of linguists and scholars。 From~优E尔L论E文W网wWw.YoUeRw.com 加QQ7520.18766

The advertising language is a language with a strong persuasive power which aims to arouse people’s interest, stimulate our emotions and inspire our desire to purchase certain merchandise or service。 And advertising English, as the most important branch of advertising language, plays a significant role in propagating and transmitting information around the world。 What’s more, it can reflect the trend of times。 However, there exists a phenomenon that many English advertisements cannot take effect to persuade consumers to buy products or service, and even trigger people’s antipathy。 In order to solve this problem, many scholars have made great efforts to analyze the features of successful English advertisements and to form a systematic theory to instruct advertisement makers in how to make a successful advertisement。