主述位结构与语境对广告语篇分析的影响

Halliday认为语言有三大纯理功能,即：概念功能（ideational function）人际功能（interpersonal function）和语篇功能（textual function）。文章将从广告口号这个角度,运用三大纯理功能之一的语篇功能中的主—述位结构来分析广告语料中信息的选择和组织,以及三类不同语境在对语篇功能的实现提供背景的情况下,如何有助于广告受众者更好地理解广告语料并达到广告施为者所预期的广告效果。

The Impact of Theme——Rheme Structure And Context in Advertising Discourse Analysis

This paper will analyze advertising tag line from the perspective of theme-rheme structure in texture function one of Halliday＇s three metal-functions including ideational function,interpersonal function and textual function,and context which consists of culture context,co-text and communication role.The analysis mainly focuses on the choice and organization of information and realization of textual function in the background provided by context of situation.All of those make advertising acceptor understand the advisement more clearly and profoundly as the advertising donator expects to convey.This analysis explains a wealth of information which are implied in the tag line and the maximum effectiveness of information transmission.