英语专业论文On the Realization of Textual Function in Advertising English.docx

1、英语专业论文On the Realization of Textual Function in Advertising EnglishLexical Features and the Realization of Textual Function in Advertising English1.Introduction 12. Systemic functional grammar and Textual function 32.1 Systemic functional grammar 32.2 Textual function 43. Lexical Features 53.1Monosy

2、llabic words 53.2 Coinages，misspellings and abbreviations 73.2.1Coinages 73.2.2 Misspellings 103.2.3 Abbreviation 113.3 Adjective and its comparative and superlative degree 123. 4 Compound words 143. 5 Foreign words 173.5.1 French 173. 5.2 Spanish 194. Discourse analysis 204.1 Context of culture 204

3、.3 Communication role 225. Conclusion. 23References 241.IntroductionThe word advertising, taking its origin from the Latin word Advertere which means to catch peoples attention, is the act to tell the public about a product or a service in order to encourage people to buy or to use it (夏政, 2003). Th

4、e New Encyclopedia Britannica had defined it as “the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised” (vol.1, 1993:113) . Advertising is such a complex pheno

5、menon and process that it is very difficult to define it. It was not until the end of 17th century that with the development of commerce the word “advertising” became popular and obtained the meaning of “to spread commercial information”. Ablert Lasker，the father of modern advertising, said that adv

6、ertising was “salesmanship in print”. American Marketing Association (AMA) defines advertising as the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (夏政, 2003). As a kind

7、of English for Special Purpose, advertising English is a term often used to describe a text related to sales promotion. However complex it is, advertising English belongs to the category of languages and makes no exception to those features that languages own, bearing its unique characteristics phon

8、ologically, rhetorically, syntactically, and lexically in especial. Advertising English constitutes a lively repository of vocabulary, ranging from the formation to the selection of words. In advertising English, a word that is of regular meaning may evoke a new amazing meaning when used in special

9、context and for certain purpose. Advertising English serves to persuade the existent and potential consumers to pay for the promoted products of certain brand or take the advertised services of some company. It gives information about the products to consumers, arouses their good feeling toward the

10、brand of the company, and in the end motivates them to accept their products or choose their services. In order to achieve these goals, therefore, advertising English is supposed to be attractive either visually or acoustically and characterized with sophisticatedly-picked words or phrases. For inst

11、ance, by breaking the spelling rules people are familiar with, in other words, by creating words or phrases, misspelling and compounding, the adoption of lexical novelty provokes in consumers vivid and impressing image as well as melodious sounds. Psychologists point out that created words help the

12、readers to appreciate the queer spellings and to spend more seconds to connect them with the items being advertised, which in the end impresses the readers with the advertised brand. Moreover, the use of simple monosyllabic words makes it easier for consumers to read and to understand the language a

13、nd the purposes it contains. 2. Systemic functional grammar and Textual function Since the 1960s, Halliday, the professor of linguistics, has developed a systematic and comprehensive theory of language called “Systemic-Functional Grammar (SFG)”, and published his book “An Introduction to Functional

14、Grammar”. Many scholars also published a number of books and papers on systemic grammar. The research of Systemic Functional Grammar began in 1970s and became popular in the late 1980s.2.1 Systemic functional grammarAccording to Halliday, “language had evolved to satisfy human needs; and the way it

15、is organized is functional with respect to these needsit is not arbitrary.” “The fundamental components of meaning in language are functional components.” SFG has two components: systemic grammar and functional grammar (Halliday, 2000:F39). In Hu Zhuanglins book “Linguistics. A course Book”, he hold

16、s that “Systemic grammar aims to explain the internal relations in language as a system network, or meaning potential. And this network consists of subsystem from which language users make choices. Functional grammar aims to reveal that language is a mean of social interaction, based on the position

17、 that language system and the forms that make it up are inescapably determined by the uses or functions which they serve.”(2001:409) SFG has classified the language functions into three general functions: Ideational function, Interpersonal function and Textual function2.2 Textual functionTextual Fun

18、ction mainly refers to how people organize language and express the connection between information when they adopt certain language. Besides, textual function can show the relation between the transmission of information and the context where the person giving the information. (江淑娟 戴卫平，2006). “The T

19、EXTUAL FUNCTION refers to the fact that language has mechanisms to make any stretch of spoken or written discourse into a coherent and unified text and make a living passage different from a random lost of sentences.” “The textual function fulfils the requirement that language should be operationall

20、y relevant, having texture in a real context of situation that distinguishes a living passage” (胡壮麟, 2001:420)3. Lexical Features The textual function of advertising English is to equip the customers with the information (the features, benefits, functions, and value of the products, ect.) they need

21、to make purchase decisions. Advertising aims to differentiate products from others, convey information, induce new customers, gain repeated customers, stimulate the distribution and build brand preference and loyalty (夏政, 2003). In order to achieve these aims, copywriters try every effort to make th

22、e advertisement appealing by using sophisticated lexical devices, such as employing monosyllabic and simple colloquial words, creating words or phrases, misspelling and compounding.3.1Monosyllabic wordsIn advertising English, it is highly appreciated in the text of advertising to establish close and

23、 interactive relation with readers. (王树槐 王群, 2006). Thus, brief words, like monosyllabic words, can produce great effects. Rather than “attempt”, “purchase”, “peruse” or “employ”, copywriters prefer to choose “try”, “buy”, “read” or “use” to promptly express the ultimate information rather than hint

24、ing simply by using flattering words if they are not attempt to make those elegant advertisements as incarnating their wonderful products or services. Monosyllabic words are words having only one syllable, which are easy to read and to remember. For example:(1) The world of MusicThe world of ArtThe

25、world of TheatreThe world of SightThis is a travel advertisement of a city. The city is compared to “Music” “Art” “Theatre” and “Sight”. We can see the copywriter appropriately adopts monosyllabic words, repeats the monosyllabic word “world” to impress the readers and plants in mind a seductive pict

26、ure. By employing monosyllabic words, the copywriter produces a rhymed and striking text, inducing new comers.(2) Ever wonder why most guys in pants ads are standing up?This is an advertisement for trousers. The copywriter uses “guys” “pants” and “ads” instead of “men” “trousers” and “advertisement”

27、, in that the former ones are much easier to catch than the latter ones, bringing a feeling of closeness to the readers and creating in mind an image of casualness and handsomeness with the pants.Example (1) and (2) illustrate the textual function of employing monosyllabic words in advertising Engli

28、sh. Words of one syllable are easily understandable and memorable, as well as creating an effect of rhyme and vividness. Whats more, monosyllabic verbs in advertising English can save time and space but never lose the power to attract readers. Monosyllabic verbs or verbs of short spelling are quite

29、popular in advertising English, such as “give”, “make”, “try”, “come”, “go”, “see”, “have”, “get”, “keep”, “use” and so on. In short, as for the quality of being easily memorable and understandable, monosyllabic words serve to realize the ultimate purpose, that is, to capture the would-be customers

30、and to persuade them to purchase the products or make use of a certain kind of service. 3.2 Coinages，misspellings and abbreviationsAs English is a language made up by spelling, in advertising English, copywriters can make good use of the spelling features to endue the advertisements with creativity

31、and then appeals. They follow such rule as “to limitlessly apply limited sources”, to cater for the psychological needs of customers. Thus, coinages, misspellings and abbreviations are among the priorities when it comes to the wording.3.2.1CoinagesCoinage is a process of inventing a word or phrase.

32、“It is a remarking feature of advertising English, which means little according to regular grammar but is known for the novelty and compact formation”(刘霁, 2007) . For instance:(3) Merry x-masMerry XL-masMerry XXL-masExample (3) is an advertisement of chocolate candies. Merry x-mas is an anagrammatic spelling which implies that this product being advertised is a Christmas gift. In the picture beside the print, the sizes of the three beautifully packed boxes become bigger, which in turn help people associate with the size expression X, XL, XXL. XL means extra large and XXL m