| 广告语篇的主位结构及其劝说功能 |
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| 引用本文： | 冯德正. 广告语篇的主位结构及其劝说功能[J]. 韶关学院学报, 2008, 29(1): 89-91 |
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| 作者姓名： | 冯德正 |
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| 作者单位： | 山东大学,外国语学院,山东,济南,250100 |
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| 摘 要： | 语篇是特定情境下为了特定目的的语言运用,语篇目的要靠语篇手段来实现。就广告语篇而言,其目的是劝说消费者选择所宣传的产品,而这种劝说功能要通过各种语篇手段来实现。广告语篇的主位结构（标记主位与主位推进模式）与其劝说功能密切相关。标记主位可以突出产品名称或优越性,吸引消费者的注意力;适当的主位推进模式可以合理分布广告信息,使消费者容易接受或记忆。
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| 关 键 词： | 广告语篇 主位结构 劝说功能 |
| 文章编号： | 1007-5348(2008)01-0089-03 |
| 修稿时间： | 2007-09-17 |
Thematic Structure of Advertising Discourse and Its Persuading Function |
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| FENG De-zheng. Thematic Structure of Advertising Discourse and Its Persuading Function[J]. Journal of Shaoguan University(Social Science Edition), 2008, 29(1): 89-91 |
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| Authors: | FENG De-zheng |
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| Affiliation: | FENG De-zheng ( Scbool of Foreign Languages, Shandong University, Jinan 250100, Shandong, China) |
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| Abstract: | A discourse is the use of language for a specific purpose in certain context and the realization of discourse purpose depends on discourse strategies. As far as advertising discourse is concerned, the purpose is to persuade consumers to choose the product or service being advertised, which is realized through the use of various kinds and attract the consumers＇ attention ; thematic progression can be used to adjust the configuration of information to make it easier for consumers to accept or remember. |
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| Keywords: | advertising discourse thematic structure persuading function |
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