广告语篇中祈使句的元功能解析  

Meta-functional Analysis of Imperatives in English Advertising Texts

作　　者：汪先锋[1] 

机构地区：[1]广东科学技术职业学院,广东珠海519090

出　　处：《重庆理工大学学报（社会科学）》2010年第12期106-110,共5页Journal of Chongqing University of Technology（Social Science）

摘　　要：在广告语言中,祈使句占有非常重要且引人注目的地位,无论是说明型的硬卖广告,还是描述型的软卖广告,祈使句出现的频率都比较高。从元功能概念出发,对广告语篇中的祈使句从概念功能、人际功能和语篇功能等三个不同的角度进行分析,认为广告大量使用祈使句有助于敦促、说服读者采取行动。Imperatives,as a common occurrence in advertisements, play an important role in realizing the targets of advertising. This paper attempts, in the light of Halliday’s Meta-function Theory, to present an analysis of the ideational, interpersonal and textual metafunctions of imperatives in advertisements. It further argues that the application of imperatives to advertisements contributes to urging or spurring the perspective customers to take actions. Hence, this paper is supposed to help us have a better understanding of advertising texts.

关 键 词：广告 祈使句 元功能 概念功能 人际功能 语篇功能 

分 类 号：H314[语言文字—英语]