英语组合广告研究——对两则英语招生广告语篇的分析  

A Study of English Composite Ads——An Analysis of Two Related English Education Ads

作　　者：裘燕萍[1] 钟莉莉[1] 

机构地区：[1]绍兴文理学院外国语学院,浙江绍兴312000

出　　处：《外语教学》2005年第5期14-18,共5页Foreign Language Education

摘　　要：本文分析的是刊登在同一报纸版面的两则相关广告,出自同一学校,目的相同,并各附有插图,因此,称之为组合广告。在美国招生广告中常可以见到这种形式。本文以系统功能语法为理论框架,对这组美国招生广告进行了语篇分析,发现这两则广告在内容的安排、交际角色的运用以及插图的运用等方面存在很大差异,但两则广告又在内容、形式和表现手法上彼此呼应,互为补充,显得浑然一体,这样的组合广告比之单一广告有明显的优势,容易取得效果。This paper deals with two English education advertisements, which make up what we call composite ads for they are made by the same institution, printed on the same page of a newspaper and meant to achieve the same goal. This form of ads is very much in current use in American media. The analysis made in the light of functional grammar shows that these two ads are very different in content and assumption of communicative role, but they are mutually complementary, and their plates and captions are found to be consistent with each other, so that these two ads just form an integral whole that makes for greater effect than individual ones.

关 键 词：英语组合广告 语篇分析 系统功能语法 

分 类 号：H030[语言文字—语言学]