Abstract
This thesis adopts Halliday’s theory of functional stylistics to analyze English auto advertisements. In his theory, the interpersonal function and ideational function are the two functions closely associated with advertisements. The writer analyzes the examples through mood system, modality system, material process and mental process. This thesis aims to help China’s auto companies gain some enlightenments on product promotion by analyzing the functional stylistic features of English auto advertising.
Key words: functional stylistics interpersonal function ideational function English auto advertisements
摘 要
本文采用韩礼德先生的功能文体学理论来略论英语汽车广告。在他的理论中，与广告相关系紧密的是人际功能和概念功能。作者通过语气系统，英语论文，情态系统，英语论文题目，物质过程和心理过程这四个方面对英语汽车广告进行略论。这篇文章旨在帮助中国汽车企业了解英文汽车广告中的功能文体特点，从而得到一些产品推广的启示。
关键词： 功能文体学 人际功能 概念功能 英语汽车广告
1 Introduction
With the development of economy, science and technology, automobile is playing a more and more important role in people’s daily life. As is known to all, automobile greatly shortens the travel time, which brings great convenience to people. Nowadays, owning a car is no longer a dream for most citizens. When purchasing a car, consumers tend to have a comprehensive consideration, not only the speed, but also safety and other factors. However, in recent years, international trade enables that automobile companies in developed countries export products to China. Competition in domestic market has become fiercer. And Chinese automobile companies are facing enormous challenges.
An old Chinese saying goes like this: “ knowing the enemy and yourself, you can fight a hundred battles and win them all”. Chinese car companies need to know the products and advertisements of their competitors. The quality of car can be assured through all aspects of manufacturing. Nevertheless, the advertising strategy that the international competitor adopted deserves investigation. By analyzing how the opponents attract customers to purchase their products, Chinese companies can discover their strength and seek a way out. |
