Chapter 1 Introduction
Today we are living in a world of advertisements and they appear in every corner of our life.Advertisements attract our attention constantly through the media of newspaper, magazine,television, Internet and so on. Advertisements play a very important role in nowadays society andhave become an indispensable part of our daily life. The role of advertisements is so significantthat they can promote the development of economy, change people’s living styles and impactpeople’s concept of value. However, as a special kind of advertisements, dating advertisement(DA) has been paid little attention. Even the rare previous studies of DAs mainly focus on thefeatures of language, choices of words or sentences and discourse from the perspective ofintercultural analysis. As the extended development of interpersonal meaning, Appraisal Theoryhas been applied to many kinds of discourses, but the relevant research of dating advertisementsfrom the perspective of Appraisal Theory has been rarely touched upon. Therefore tentativeanalysis of dating advertisements from the perspective of Appraisal Theory will be made in thisthesis.
1.1 Purpose of the Study
Since the birth of Appraisal system in the mid-1990s, there has been an enormous upsurgeof interest in this theory and the study of Appraisal system has been the hot topic of SystemicFunctional Linguistics. As a complementary theory to the Interpersonal Metafunction ofSystemic Functional Linguistic, Appraisal Theory has been flourishing during these years, andhas become an ideal analytical framework. However, it must be noted that Appraisal Theory is anon-gonging research project, and many problems still need to be solved. There are still manydiscourse domains and registers to which the theory has not been applied, dating advertisementsbeing one of them.The Appraisal Theory is based on the analysis of the English media language, therefore theoperability of this theory in Chinese texts need to be tested. Through the application of AppraisalTheory to Chinese texts, we can test the operability of this theory and continuously enrich andimprove it in Chinese texts.Dating advertisement is the most unique form of advertisements. English and Chinesedating advertisements (EDAs and CDAs) are the same to some extent. However, due to thedifferent cultural backgrounds, there are obvious differences between them. As a special kind ofadvertisements, dating advertisement has not received enough attention and the rare studies ofdating advertisements are mainly from the cross-cultural aspect. There’s even no one touchingthe study of dating advertisements from the perspective of Appraisal Theory. Therefore in thisthesis, the contrastive analysis of Appraisal resources in EDAs and CDAs will be made.
1.2 Research Questions
The aim of this thesis is to make a contrastive study of appraisal resources between Englishand Chinese dating advertisements, so the following questions are expected to be answered inthis thesis:(1) What are the appraisal features in DAs discourse?(2) How are appraisal resources adopted to realize the persuasion goals in the collectedDAs?(3) Are there similarities and differences of appraisal resources between EDAs and CDAs?(4) What are the reasons for the similarities and differences of appraisal resources betweenEDAs and CDAs?
1.3 Significance of the Study
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