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1、燕山大学燕山大学毕 业 论 文从纯理功能角度分析英语汽车广告语从纯理功能角度分析英语汽车广告语燕燕 山山 大大 学学A Metafunctional Analysis of Automobile Advertising SlogansShi ZhenfangA Thesis Submitted as a Partial Fulfillment for the Degree of B.A. in EnglishCollege of Foreign Languages Yanshan University摘要I摘 要在汽车发展史的一百多年间，汽车广告对汽车进步和发展起到了重要的作用。几乎所有的汽车
2、制造商承认即使是在经济危机的时候，广告对于汽车销售起到了关键的作用。在现代社会，汽车已经成为人们生活中无处不在的一部分，这在很大程度上归功于汽车广告。汽车广告语以其简短但却具有说服力的形式吸引消费者的注意力，使消费者对其宣传的汽车产生兴趣。许多广告学家和语言学家都对汽车广告语做了大量的研究。本文将从三大纯理功能角度即意念功能、人际功能、语篇功能和语域角度对英语汽车广告语进行研究。从意念功能角度来看，大多数的英语汽车广告采用物质过程的形式，广告语的动词既可达到传达信息的效果，又可增加语言的表现力，从而促使消费者对产品做出反馈；从人际功能角度来看，广告商采用大量的陈述句来描述汽车的性能和品质，意在
3、说服和促使消费者从心动转向行动；从语篇功能角度来看，大多数广告语采用单项主位的形式和衔接的各种手段，使广告语简练，一下子抓住人们的视觉，引起人们的兴趣；此外，从语域角度来看，大多数广告语采取第三人称，用简洁的、与汽车有关的术语来吸引特殊的人群，即有意购买汽车的消费者。通过对汽车广告语的纯理功能分析，我们可以得出结论:系统功能语法理论可以用来分析汽车广告语并且是行之有效的；另外，通过分析，我们可以在以后对汽车广告持有一个更清晰更理智的态度。关键词：汽车广告语；意念功能；人际功能；语篇功能；语域燕山大学本科生毕业论文II摘要IIIAbstractIn more than 100 years of
4、automobile history, automobile advertising has played an important role in the promotion and development of automobile industry. Almost all car manufacturers admit that advertising is essential in improving automobile selling, even if it is in the time of economic crisis. In the modern society, auto
5、mobile has become an indispensable part of peoples life, which is largely attributed to advertising language. The automobile advertising slogans apply short but persuasive forms to attract consumers attention and arouse their interests to the advertised automobile. Many advertisement scientists and
6、linguists have made a lot of researches on automobile advertising slogans.The thesis will analyse English automobile advertising slogans from the perspective of three metafunctions, namely, ideational function, interpersonal function, textual function and the perspective of register. Looked from the
7、 ideational functional perspective, most automobile advertising slogans are in the form of material process. The verbs in the slogans both may achieve the effect of transmitting the information and may increase the expressive force of language, thus urge the consumers into making the feedback. Looke
8、d from the interpersonal functional perspective, advertisers adopt massive declarative clauses to describe the automobiles functions and qualities for the purpose of persuading and urging the consumers into taking the action. Looked from the textual functional perspective, most advertising slogans a
9、pply simple theme and various types of cohesion to make slogans succinct, hold consumers attention immediately and arouse their interests. In addition, looked from the register perspective, most advertising slogans use third personal narrative and concise automobile terminology to attract the specia
10、l group of people-the consumers who are intended to buy cars.According to the metafunctional analysis of automobile advertising slogans, we can conclude that the theories of SFG can be used to analyse automobile advertising slogans and are actually effective. Also through the analysis, we can 燕山大学本科
11、生毕业论文IVhole a more clear and a more reasonable attitude about automobile advertisements in future.Keywords: Automobile advertising slogans; Ideational function; Interpersonal function; Textual function; RegisterChapter One Introduction1AbbreviationSFG Systemic-Functional Grammar燕山大学本科生毕业论文2List of T
12、ablesTable 3.1 Process Analysis19Table 3.2 Mood Analysis22Table 3.3 Field Analysis28Chapter One Introduction3Contents 摘要. Abstract. Abbreviations. List of Tables . Chapter 1 Introduction 1Chapter 2 Literature Review.52.1 Introducing the Functional Grammar52.1.1 A Brief Review on Functional Grammar5
13、2.1.2 The Ideational Function .6 2.1.3 The Interpersonal Function.72.1.4 The Textual Function82.1.5 Concept of Register .10 2.2 A General Review of Automobile Advertising Slogans.112.2.1 English Advertising .112.2.2 Automobile Advertising.14Chapter3 Analysis of Automobile Advertising Slogans from th
14、e Perspective of Functional Grammar173.1 The Ideational Function 173.1.2 Transitivity.173.1.2 Types of Processes.183.1.3 Analysis of Samples.193.2 The Interpersonal Function.203.2.1 Mood213.2.2 Analysis of Samples.21 3.3 The Textual Function233.3.1 Theme.243.3.2 Analysis of Samples.253.3.3 Cohesion.
15、263.3.4 Analysis of Samples.26燕山大学本科生毕业论文43.4 Register .273.4.1 Field of Automobile Advertising.27 3.4.2 Tenor of Automobile Advertising28 3.4.3 Mode of Automobile Advertising29 Chapter 4 Conclusion31 References.33 Acknowledgements.35Chapter One Introduction5Chapter One IntroductionM. A. K. Halliday
16、, emeritus professor of linguistics in University of Sydney, has developed the Systemic-Functional Grammar since 1960s, which stems from theories of Firth, supervisor of Halliday, who actually had the original ideas in SFG, but whose ideas were fragmental and did not form a theory. While the studies of Functional Grammar should b
