The field refers to what is happening, that is, simply say, “place”. In English advertisement, according to the different topics or field of it, there are different fields of discourse. There are lots of target areas in the advertisement, such as consumer advertising to consumers, industrial advertising to the company, service advertising. And most of the film, radio, newspapers and magazine advertising are consumer advertising. So the field of this advertising is consumer advertisement.
The definition of “tenor” is stated by Geoffrey Richard Thompson, the English linguist, “the people involved in the communication and the relationship between them.” [12] P8 The purpose of advertising is transmitting the information to the readers. That is the copywriters need to know consumers’ thoughts and what they want to know. The copywriters try to persuade them to accept the products. The tenor in English advertising refers to different target consumers, such as children and adults. So the tenor of this advertising is to all the people who want to take insurance.
The mode refers to what part the language is playing, the symbolic organization of the text and its function and so on. The classification by media can be embodied by the influence of the mode in the advertisement. According to the different media, the advertisement can be classified into newspaper advertisement, magazine advertisement, television advertisement, radio advertisement, and outdoor advertisement. The text of newspaper and magazine advertisement is written English, because the form of receiving information is reading. And the biggest feature of television and radio advertisement is combining with sight, sound and motion. So the feature of the advertisement is using simple and clear dialogues or monologues, and relating to the lovely picture closely. Outdoors advertisement includes billboard or painted display, poster and spectacular neon sign and so on, so they generally use the slogan to make the product unforgotten. So the mode of this advertising is magazine or newspaper advertisement.
6. Conclusion
Copywriting in the advertisement is one type of discourse and belongs to the system of genre. Context requires the advertisement should be attractive, pleasant and persuasive. So the using of positive, pleasing words is one important feature of advertisements. The ultimate purpose of advertising is to ask the consumers to buy the products advertised. Advertising tends to adopt beautiful and special printing style to catch the audience’s eye.
In this thesis, by the author’s introduction, discourse analysis can be understand clearly and consist of field, tenor, mode. SFG. consists of systemic grammar and functional grammar. Systemic grammar chiefly refers to “system” and “structure”. Functional grammar claims that language is a system of meaning. It includes three metafunctions---experiential, interpersonal, textual metafunctions. It offers certain tangible concepts for the metafunctions: the concepts of transitivity, mood, modality, thematic structure and cohesive devices.
The theories of the SFG especially functional grammar are adopted to analyze advertising. Transitivity classifies linguistic into six processes. In the thesis, the author states them one by one. Mood offers opportunities to learn speakers’ attitudes and tone. This is important in analyzing advertising discourse since advertising is just the communication between advertisers and customers. Field, tenor, mode offer what kind of the advertisement, who is the target people. Different people have different interests. That is, if copywriter knows something about the consumer, he can do better copywriting to arouse people’s interest and take action. So, it is proved that SFG is an important way to analyze the advertising. We hope it can be used in other ways and make something clear.
Bibliography
［1］ 侯晓华.系统功能语法指导下的英语广告语篇略论[D].中国知网().华中师范学院.2017P4
［2］ Tomas C.O’Guinn, Chris T Allen, Richard J.Semenik. Advertising[M]. Cincinnati:South-Western College Publishing.2017P6
［3］ 同P358
［4］ Jack C.Richards, John Platt and Heidi Platt. Longman Dictionary of Language Teaching & Applied Linguistds[M]. . Foreign Language Teaching and Research Press.2017P139
［5］ 同P429
［6］ Halliday,M.K.A. An Introduction to Functional Grammar(Second Edition)[M]. Foreign Language Teaching and Research Press.2017P41
［7］ 同P45
［8］ 同P41
［9］ 同P52
［10］ 胡壮麟.语言学教程（修订版）[M].北京：北京学院出版社.2017P409
［11］ 同P465
［12］ 同[10]P410
［13］ Halliday,M.A.K.An Introduction to Functional Grammar[M].London: Edward Arnold.1985Pxiv
［14］ 同[10]P409
［15］ 同[13]P10
［16］ 同[13]P101
［17］ 同P504
［18］ 同[10]P418
［19］ 刘晶.系统功能语法指导下的新闻语篇略论[D].中国知网().黑龙江学院.2017P17
［20］ 同[10]P420
［21］ 赵亚军.英语语篇中的主位组织——系统功能语篇略论法[D].中国知网().西北工业学院.2017P2
［22］ Thompson,Greoff.Introducing Functional Grammar[M].London:Edward Arnold.1996P141-142
［23］ Halliday,M.A.K. and Hasan,Ruqaiya. Cohesion in English[M].London:Longman.1976P4
s to the system of genre. Context requires the advertisement should be attractive, pleasant and persuasive. So the using of positive, pleasing words is one important feature of advertisements. The ultimate purpose of advertising is to ask the consumers to buy the products advertised. Advertising tends to adopt beautiful and special printing style to catch the audience’s eye.
In this thesis, by the author’s introduction, discourse analysis can be understand clearly and consist of field, tenor, mode. SFG. consists of systemic grammar and functional grammar. Systemic grammar chiefly refers to “system” and “structure”. Functional grammar claims that language is a system of meaning. It includes three metafunctions---experiential, interpersonal, textual metafunctions. It offers certain tangible concepts for the metafunctions: the concepts of transitivity, mood, modality, thematic structure and cohesive devices.
The theories of the SFG especially functional grammar are adopted to analyze advertising. Transitivity classifies linguistic into six processes. In the thesis, the author states them one by one. Mood offers opportunities to learn speakers’ attitudes and tone. This is important in analyzing advertising discourse since advertising is just the communication between advertisers and customers. Field, tenor, mode offer what kind of the advertisement, who is the target people. Different people have different interests. That is, if copywriter knows something about the consumer, he can do better copywriting to arouse people’s interest and take action. So, it is proved that SFG is an important way to analyze the advertising. We hope it can be used in other ways and make something clear.
Bibliography
［1］ 侯晓华.系统功能语法指导下的英语广告语篇略论[D].中国知网().华中师范学院.2017P4
［2］ Tomas C.O’Guinn, Chris T Allen, Richard J.Semenik. Advertising[M]. Cincinnati:South-Western College Publishing.2017P6
［3］ 同P358
［4］ Jack C.Richards, John Platt and Heidi Platt. Longman Dictionary of Language Teaching & Applied Linguistds[M]. . Foreign Language Teaching and Research Press.2017P139
［5］ 同P429
［6］ Halliday,M.K.A. An Introduction to Functional Grammar(Second Edition)[M]. Foreign Language Teaching and Research Press.2017P41
［7］ 同P45
［8］ 同P41
［9］ 同P52
［10］ 胡壮麟.语言学教程（修订版）[M].北京：北京学院出版社.2017P409
［11］ 同P465
［12］ 同[10]P410
［13］ Halliday,M.A.K.An Introduction to Functional Grammar[M].London: Edward Arnold.1985Pxiv
［14］ 同[10]P409
［15］ 同[13]P10
［16］ 同[13]P101
［17］ 同P504
［18］ 同[10]P418
［19］ 刘晶.系统功能语法指导下的新闻语篇略论[D].中国知网().黑龙江学院.2017P17
［20］ 同[10]P420
［21］ 赵亚军.英语语篇中的主位组织——系统功能语篇略论法[D].中国知网().西北工业学院.2017P2
［22］ Thompson,Greoff.Introducing Functional Grammar[M].London:Edward Arnold.1996P141-142
［23］ Halliday,M.A.K. and Hasan,Ruqaiya. Cohesion in English[M].London:Longman.1976P4
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