从经验功能和语篇功能角度分析广告语“Because you are worth it”

摘要: 留学生作业广告,作为商界一种首选的商品推介和信息传播模式已渗透到人们生活的各个方面。

经济日趋全球化,使广告中重要的信息载体之一———广告文字日益国际化。

英语,因其独具的国际性,尤如一个语言明星,在各类广告中可谓出尽风头。

由此,从英语家族中催生出一种新的文体———广告英语。

广告英语别样的风格已激起广告学家、语言学家和社会学家们对它的关注和研究兴趣。

在广告英语中,祈使句使用频度很高,占有非常重要和注目的地位。

本文从系统功能语言学出发,对广告英语中的祈使句的人际功能、经验功能和语篇功能进行分析,以求揭示广告英语中祈使句的语言魅力。

关键词:广告英语祈使句功能当今的人类社会可称是一个广告社会,因为广告已通过报纸、杂志、电视、广播、网络等传播介质渗透到人们生活的各个方面。

作为广告的一个重要组成部分,广告用语因其语言简洁、生动、形象,富于感情色彩和感染力常令受众有耳目一新之感。

经济全球化的趋势,使广告用语日益国际化。

英语,因其独具的国际性,尤如一个语言明星,在各类广告中可谓出尽风头。

在广告英语中,有一语言现象值得注意:众多广告制作者似乎对祈使句情有独钟,大量的英语广告词都以祈使句形式呈现。

探究广告英语中祈使句的语言特点,揭示其语言魅力,不仅有认知语言学研究的理论意义,且有语用学研究的实践意义。

英国系统功能语言学派的创始人,语言学大师M. A. K. Halliday (韩礼德)在他的系统功能语法中指出:语言系统中有三个表示功能意义的纯理功能(metafunction),即人际功能( interpersonal function)、经验功能(experiential function)、和语篇功能(textual function)。

具体来说,语言的人际功能表现为它可以帮助人们实现人际交往,建立和保持人际关系。

人们可借助语言来影响别人的行为,同时用语言来表达对世界的看法甚至改变世界。

语言的经验功能体现为人们不但可用语言描述周围所发生的事件或情形,也能用语言来追述曾经、谈论他们对世界(包括内心世界)的体验。

模因论视角下的广告语语用探析随着互联网技术的飞速发展，广告媒介也与时俱进，出现了各种形式的广告语。

广告语的目的在于吸引消费者注意，促进商品销售，而语用是研究语言使用情境、目的、效果等的学科。

在模因论视角下，广告语也是一个由模因组成的文化现象，浏览广告语需要了解背景、语境、观念等方面的模因信息，才能理解广告语的传达意义。

在本文中，将从模因论视角出发，探析广告语的语用特点和其传达效果。

一、广告语的语用特点广告语作为一种语言工具，具有以下几个语用特点：1. 标新立异：广告语要与众不同，吸引更多观众，因此在用语上常采取新颖而独特的表述方式。

例如：蓝月亮洗涤剂的广告口号“蓝月亮，轻松洗净重担”，巧妙地把“重担”与洗涤结合起来，并用“轻松”来强调产品的高效性和易用性。

2. 简短易记：广告语的长度通常很短，便于消费者记忆，并为品牌留下深刻印象。

例如：可口可乐的广告语“开心每一天”，仅有5个汉字，却充分表达了品牌愉悦、快乐的形象，使消费者能够深刻记忆。

3. 具有隐喻：广告语常常采用隐喻的手法，把消费品与某种美好的象征联系在一起，从而激发消费者的情感，引发购买欲望。

例如：恒源祥的广告语“一缕阳光一缕味道，一缕味道一缕思念”，隐喻着家庭、亲情的美好，将产品与美好的情感联系起来。

二、广告语的传达效果从模因论视角看，广告语是传播模因的重要形式。

模因是指在个体心中具有繁衍能力的文化单元，可以依靠人们交流的文化传承而传递下来。

广告语作为模因的一种，在市场营销中起到了极其重要的作用。

1. 增加品牌认知度：广告语是品牌的重要组成部分，例如“葡萄牙葡萄酒是充满活力和激情的”，它既能传递产品的特点，同时又使消费者能记起品牌，从而达到提高品牌认知度的效果。

2. 塑造品牌形象：广告语必须能够让消费者产生良好的感觉和信任，因此品牌的意义和价值不能被忽略。

例如：LV 的广告语“不能随波逐流，必须有自己的格调”，力求突出品牌所代表的高贵、优雅、时尚等形象，并培养消费者的时尚品味。

《系统功能语言学视角下的英语关系从句分析》篇一一、引言系统功能语言学是一种关注语言在交际过程中实际运用及其功能的语言学派别。

该理论体系重视语言的功能性，包括概念功能、交际功能和语篇功能。

英语关系从句作为英语语言中常见的复杂句型之一，具有丰富的表达能力和复杂结构。

本文将从系统功能语言学的视角出发，对英语关系从句进行深入分析。

二、系统功能语言学理论基础系统功能语言学认为语言具有三大元功能：概念功能、交际功能和语篇功能。

其中，概念功能指的是语言反映和表达经验的功能；交际功能则关注语言在交际过程中的互动和意义；语篇功能则强调语言的组织和构建语篇的能力。

在分析英语关系从句时，我们将从这三个方面入手，探讨其功能和作用。

三、英语关系从句的分类与特点英语关系从句主要包括定语性关系从句和状语性关系从句。

定语性关系从句通常用于修饰名词或名词短语，而状语性关系从句则用于描述动作或状态。

这两种关系从句都具有复杂的结构，能够表达丰富的语义信息。

四、系统功能语言学视角下的英语关系从句分析1. 概念功能从概念功能的角度，英语关系从句能够反映和表达复杂的经验。

定语性关系从句通过附加信息，对名词或名词短语进行修饰和限定，从而丰富语言表达。

状语性关系从句则通过描述动作或状态，使句子更具生动性和形象性。

这些关系从句的使用，有助于提高语言的表达能力和信息传递的准确性。

2. 交际功能在交际过程中，英语关系从句具有互动和传递意义的功能。

通过使用关系从句，说话者可以更准确地表达自己的意思，使听者更好地理解信息。

同时，关系从句的使用还能增强语言的连贯性和流畅性，使交际更加有效。

3. 语篇功能英语关系从句在构建语篇时发挥着重要作用。

它们能够连接句子、段落和整个文本，使语篇具有连贯性和一致性。

通过使用关系从句，作者可以构建出复杂而丰富的语篇结构，提高文本的可读性和吸引力。

五、结论本文从系统功能语言学的视角出发，对英语关系从句进行了深入分析。

通过分析表明，英语关系从句具有丰富的表达能力和复杂的结构特点，能够反映和表达复杂的经验、实现有效的交际以及构建连贯的语篇。

从语篇分析角度谈广告英语语言的含蓄性特征消费者通常潜意识地通过两个暗示理论来理解一则广告：首先，广告应该是传递丰富而且准确的信息；第二就是广告词总是言过其实的。

一则广告对消费者产生的效应主要在于其内容的难以捉摸以及消费者对其涵义进行探索的兴趣。

当一则广告的内容及语言非常耐人寻味的时候，消费者通常愿意揣摩其用意而忽略了“广告通常很夸张的”这条原则，从而对其产生兴趣及好感。

而语言是广告宣传最重要及基本的方式，本文试图从语篇分析的角度，来探讨广告英语的含蓄性这一特点。

标签：广告英语暗示理论含蓄性语篇分析动机一、引言随着我国对外经济交往的迅速加深和发展,商品的英文广告已逐渐发展成为企业促进销售、开拓市场的一个重要手段。

同时，外国商品的英文广告大量地在我国传媒中出现，也成为我国企业和消费者获取商品信息的一个重要来源。

出色的广告通常别出心裁，耐人寻味，过目不忘，很能打动消费者的心，刺激消费行为。

而在广告宣传手段中起主导或关键作用的还是语言因素。

国际广告协会会长罗杰·尼尔说：“广告是词语的生涯”，美国著名广告人士H ·史戴平斯更直截了当地指出：“文稿是广告的核心。

”可见语言艺术在广告中的地位和价值。

本文基于消费者理解广告的两个暗示原则，从语篇分析的角度，对广告英语的语言特征，特别是隐蔽性和含蓄性特征进行分析，以探讨语言对广告的预期效应，以及消费者对其理解和接纳所起的作用。

二、对广告认知的暗示理论人们对于一些特定情境的认知通常依赖一些潜意识的暗示理论。

(Dweck,1991,Dweck et al,1995, Kunda,1987,Wyer,2004)。

这些理论主要通过社会实践和直接经验所获得，主要包括人们对自身所生活环境中的人，事物，事件之间关系的总结。

而这些暗示理论一旦在记忆中形成和储存，人们就会下意识地用其来解释他们遇到的特定情境中的人物和事件的关系。

Grice（1975）指出，人们在试图理解所有交流过程的时候总是会运用一些假定的理论。

从经验功能和语篇功能角度分析广告语“Because you are worth it”为了吸引顾客，广告界的经典广告语如雨后春笋般涌向各种媒体。

“Because you are worth it”（你值得拥有——巴黎欧莱雅）是化妆品广告界中广为人知的广告语，历时多年该广告语依然活跃于媒体中，此广告语衍生为流行语并成功推销其产品的原因何在？本文将提供一些研究的理论框架来分析该广告语，即功能语法中的纯理功能，经验功能和语篇功能；通过使用经验功能中的及物性，人际功能中的语气和语篇功能的主、述位分析广告语“Because you are worth it”（你值得拥有——巴黎欧莱雅），简要概括广告语在语言构成上的大致特点。

广告语经验功能语篇功能一、语篇纯理功能语篇纯理功能是用来组成概念和人际意义的词组、语句，并将词组、语句连接成篇，用来实现人际功能和经验功能。

语篇功能是通过以下三种方式得到体现的：主述结构，信息结构和衔接（胡壮麟等，2005：161）。

本文主要讨论该广告词的主述结构和信息结构。

韩礼德认为，主位是信息的起始点，是句子内容所涉及的主题。

在分析该广告语之前，应注意到句中有because（因为）一词。

而该词作为连词连接前面的主句及其后的原因状语从句从而阐述该小句在小句复合体所充当的角色。

因此，连词就形成了一个信息分割点。

然而，因为连词必须首先出现，导致他们不能够充分地承担起充当小句的主位的作用，所以说话者仍然可另选小句的成分作为主要的主位（Halliday and Matthiessen，2004：83）。

因此，该广告语的信息出发点是观众中的潜在顾客，而不是把出发点放在自己的产品本身之中。

韩礼德认为主位和述位理论描述的是小句的语篇中作者意欲突出不同的信息的一种安排。

因此，可以看出广告商把重心放在观众身上，而产品属于次要的地位，而又巧妙地通过worth一词来拉拢观众及该产品之间的距离（见经验纯理功能中对worth的分析），让潜在顾客变为真正意义上的顾客，这一点从欧莱雅多年来的产品市场占有率就看得出来。

[摘要] 英国论文写作目的系统功能语法用于语篇分析已成传统。

方法本文根据Halliday系统功能语法的衔接系统理论，对一则医学英语语篇—一眼药水广告语的语篇衔接进行分析。

结果探讨其中衔接的使用及语篇功能，从语言学的角度来理解和评价这一广告语。

结论篇章语言学对医学英语的学习有实践指导意义，我们要加强用语篇语言学理论指导医学英语学习的实践研究。

对于医学院的学生来说，学好医学英语是非常重要的。

他们有突出的英语优势，又有丰富的医学知识，能使他们在今后的医务工作中具有较强的外语实践能力和专业技能，能够很好地利用英语作为工具，了解更多的国内外的医学动态，使他们具有国际视野与全球意识，更好地做好医务工作，服务社会。

要掌握好医学英语，学好英语语言的基础是非常重要的。

而了解一些语言学的理论知识能进一步提高与促进英语语言基础的学习。

下面我们就从系统功能语言学衔接理论的角度来了解一些语言学的理论知识，并且运用这些理论知识来对医学英语一个具体的眼药水广告语进行语篇分析。

衔接是语篇中一个成分与另一个可以与之相互解释的成分之间的关系。

当语篇中一个成分的含义依赖另一个成分的解释时，便产生了衔接关系。

对衔接的研究可以追溯到雅各布逊(Jacobson,1960)对文学语篇中的由句法结构和重复而形成的排比现象的分析。

1964年韩礼德首次将衔接划分为语法衔接与词汇衔接两类。

哈桑在1968年详尽的探讨了语法衔接。

一般认为韩礼德和哈桑(Halliday&Hasan, 1976)的《Cohe-sion in En沙sh》是衔接理论创立的标志。

韩礼德和哈桑认为语篇是语义单位而不是形式单位。

衔接的概念是个语义概念，存在于语篇内部。

如果语篇中某一成分对另一成分的解释起着关键作用时，便出现了衔接。

衔接的手段有五种:照应、省略、替代、连接和词汇衔接。

但有的书中把衔接归为四类。

而黄国文(1988)认为，用于表示篇章成分之间的连接的手段重要的有:语法手段，词汇衔接，逻辑联系语和语用上与语义上的意涵等。

广告词优美摘抄还要说原因和目的的句子1. "为您打造专业级的味觉体验，让美食更加令人难忘。

" 这句话的目的是让消费者对食物产生强烈的兴趣，促使他们购买产品。

2. "用我们的产品，享受轻松愉快、自由自在的生活。

" 这句话的目的是向潜在消费者展示，购买这个产品可以带来更好的生活品质。

3. "精致生活从此开始，一切尽在我们的产品之中。

" 这句话的目的是向消费者传达，购买这个产品可以使他们拥有更好的生活品质和享受更多的快乐。

4. "舒适的环境由我们来打造，让您感受到家的温馨和舒适。

" 这句话的目的是告诉消费者，购买这个产品可以带来舒适的生活环境和家的感觉。

5. "我们的产品多年来一直是专业人士的首选，为您带来最佳的工作体验。

" 这句话的目的是向潜在消费者推销产品，使他们相信只有这个产品才能带来最好的工作体验。

6. "品质是我们产品的灵魂，无论从哪个角度考虑，我们都是您最好的选择。

" 这句话的目的是让消费者了解产品的品质，相信这个品牌是最好的选择。

7. "借助我们的产品，轻松解决各种问题，让生活更加便利快捷。

" 这句话的目的是让消费者了解产品的实用性和便利性，相信购买这个产品可以解决各种问题，让生活更加轻松。

8. "让时间变得更加珍贵，我们的产品可以帮助您更加高效地完成各种任务。

" 这句话的目的是让消费者意识到购买这个产品可以节省时间，提高效率，带来更多的收益。

9. "用我们的产品，彰显个性，表达自我，让自己与众不同。

" 这句话的目的是让消费者了解购买这个产品可以展现个性，让自己与众不同。

10. "我们的产品不仅仅是一件商品，更是一种生活方式，一种态度。

" 这句话的目的是让潜在消费者认识到这个品牌的特殊性，相信购买这个产品可以带来更多的生活乐趣。

广告句子赏析英文作文下载温馨提示:该文档是我店铺精心编制而成，希望大家下载以后，能够帮助大家解决实际的问题。

文档下载后可定制随意修改，请根据实际需要进行相应的调整和使用，谢谢!并且，本店铺为大家提供各种各样类型的实用资料，如教育随笔、日记赏析、句子摘抄、古诗大全、经典美文、话题作文、工作总结、词语解析、文案摘录、其他资料等等，如想了解不同资料格式和写法，敬请关注!Download tips: This document is carefully compiled by theeditor. I hope that after you download them,they can help yousolve practical problems. The document can be customized andmodified after downloading,please adjust and use it according toactual needs, thank you!In addition, our shop provides you with various types ofpractical materials,such as educational essays, diaryappreciation,sentence excerpts,ancient poems,classic articles,topic composition,work summary,word parsing,copyexcerpts,other materials and so on,want to know different data formats andwriting methods,please pay attention!Advertisements are everywhere. They try to catch our attention with bright colors and catchy slogans. It's like they're shouting at us, "Look at me!" Some ads are really funny and make us laugh. But sometimes they can be a bit annoying, popping up when we least expect it.Advertising can be really creative. They come up withall sorts of crazy ideas to get us interested. It's amazing how they can make a product seem so great. And the music in ads can be really catchy too. You might find yourself humming it all day.Then there are those ads that are super emotional. They make you feel all warm and fuzzy inside. They try toconnect with our feelings and make us relate to the product. It's kind of like they're playing with our hearts. But hey, it works sometimes.You know what I don't like about ads? When they're toorepetitive. Seeing the same ad over and over again can drive you crazy. And sometimes they're not even that interesting. But I guess that's how they get the message across.。

汉语非限定小句的语篇功能仲伟;何伟【摘要】文章在系统功能理论框架下,从语篇功能角度,具体描述了汉语非限定小句的主述位结构和信息结构,目的在于对这类汉语小句的语篇特征有一个比较全面的认识.研究表明,在主位结构层面,汉语非限定小句可以在限定小句中充当句项主位,多重主位中的部分成分,简单主位中的部分成分和述位中的部分成分,而其本身在实际的语篇分析中没有必要做进一步的主述位结构分析;在信息结构层面,它既可表达已知信息,也可表达新信息,做信息焦点.【期刊名称】《北京科技大学学报（社会科学版）》【年(卷),期】2017(033)006【总页数】6页(P25-30)【关键词】汉语非限定小句;主述位结构;信息结构【作者】仲伟;何伟【作者单位】运城学院外语系,山西运城044000;北京外国语大学中国外语与教育研究中心,北京100089【正文语种】中文【中图分类】H0限定与非限定是语言学界普遍接受的一对语法范畴。

传统语法对这对范畴的界定主要放在词的层面，认为它们是动词的属性，在此基础上衍生出限定小句与非限定小句概念[1](341)。

这种动词层面的界定限制了这对范畴的普遍适用性。

不论是生成语法、认知语言学，还是功能类型学或系统功能语言学，基本上都认为小句是这一对范畴的主要载体[2](34-39)。

正如Nikolaeva[3]所指出的，将限定与非限定的讨论从动词层面提升到小句层面，将其界定为一个小句范畴，这就使得跨语言探讨这对范畴具有了普遍可能性。

然而，学界对限定小句与非限定小句的研究主要集中于英语等形态语言。

相对于非限定小句在英语等形态语言中较为成熟的研究，其在汉语等非形态语言中的讨论还处于初始阶段，还没有形成普遍的共识。

何伟、仲伟[4]总结并分析了产生分歧的主要原因，指出从形式上看，汉语并没有限定与非限定小句之分，但从功能角度出发，汉语也可做这种区分。

并将汉语非限定小句界定为两类:一类为“句法上处于从属地位，本身没有任何时态标记，其时态意义的解读依赖于级阶小句的时态”；另一类为“句法上处于从属地位，本身具有标记次要时态意义的手段，不过其完整的时态意义解读仍然依赖于级阶小句的时态”[4](11)。

---文档均为word文档，下载后可直接编辑使用亦可打印---摘要英语广告语篇分析始于1980年，迄今为止已经有三十多年的历史了，这些研究更多的是句法特征和修辞特征等语言学角度出发，或者是研究系统功能语法中的人际意义。

受布拉格学派影响，韩礼德提出并完善了系统功能语法的三个元功能:概念功能( ideational function )、人际功能(interpersonal function )和篇章功能(textualfunction)。

自二十一世纪以来，我国学者基于系统功能语法对旅游，房地产，服饰等广告语篇进行了研究，但是在香水广告语方面的研究仍然有所欠缺。

本论文从电视、杂志、网络等媒介收集了近年来的知名香水品牌的广告宣传所用的语言，基于功能语法角度下的三个元功能理论做出语篇分析，旨在发现从语言学角度广告是如何实现概念功能，人际功能和语篇功能的，以及商家是如何通过广告的使用实现刺激消费者购买的目的的。

通过研究发现:(1)第二人称代词"你"经常出现,同时也使用第一人称代词和第三人称代词，语篇中常用一些疑问句和祈使句，从而和消费者营造一个讨论氛围,这将让消费者放松以实现沟通的目的，从而人际功能得以实现。

(2)就语篇功能而言,在主位推进模式方面，香水广告的推进模式强调叙述主题，派生主位模式的应用居多，用相同的主题来组织全文。

(3)就概念功能下的及物性而言，物质过程在香水广告中使用居多，其次是关系过程和存在过程，而言语过程、行为过程极少。

对于语态而言，主动语态占主导地位;一般在强调香水的设计等特征时才会使用到被动语态。

AbstractEngl ish advertising Discourse analysis arose in the 1980 and has a history of more than 30 years, is more of a linguistic perspective, such as rhetorical and syntactic features, or a study of interpersonal meaning in systemic functional grammar. In influence of the Prague School, Halliday proposed and perfected three meta-functions of systemic functionalGramm ar: ideational function, interpersonalfunction (interpersonal function), textual function (textual function). Sin ce 21st century, Chinese scholars have studied the advertising discourse of tourism, real estate and apparel on the basis of systemic functional grammar, but the research on the language of perfume advertising is still lacking. This paper from the television, magazines, networks and other media to collect recent years of well-known perfume brand advertising language, based on the functional grammar of the three meta function theory to make discourse analysis, to find out the linguistic perspective of how advertising works, And how the business is through the use of advertising to stimulate consumer purchase purposes. Accordingto the study in this thesis, some major findings are got that:(1) In order to achieve the interpersonal functions of language, the second person pronouns "you" appear frequently and both the first person pronoun and the third pronoun are used. The imperative mood and the interrogative mood of the consumer to create a discussion atmosphere, which will let consumers relax and achieve the purposes of communication. (2) In textual meta-function, for thematic progression, the pattern of thematic progression in perfume advertisements emphasizes themes. Then the derived theme pattern is used for the most time, which is used to organize the full text at the same time as a constant topic. (3) For the ideational function, the material process dominates everything, and then the relationship and existentialprocess, which is the perfume advertising discourse in the realization of the three major processes. In addition, the existence process also appears, but the use of speech process and behavioral process is little. For voice, the use of active voice is in line with people's speaking habits, which is conducive to strengthening communication. Generally speaking, the passive voice is used to emphasize the material and design of the products.关键词：系统功能语法，元功能，香水广告语篇Chapter 1 Introduction1.1 Research backgroundIn the modern world, everyone is greatly influenced by advertising. As a tool of introduction and sale of goods, advertising has become a necessary means of commodity economy in today's society. The function of the language features has also become more and more important. Most of the space in magazines is given to advertisements. No matter in highway billboards, streamers, window shows, floor and counter displays, transport decorations, advertisements are seen. Actually almost in all usable spaces, advertising is employed to put, attracting people's eyes. Since so widely used of advertisement, the English advertising attracts many researchers' attention and worth investigating. With the development of the economy and society, people attached importance to their own appearance, so the perfume has become an indispensable part of our life.On the other hand, The present study provides a good explanation for many goods in advertisings, such as cosmetics，job, clothes, real estate and video, but there are not any references about perfume advertising language in Systemic-Functional Grammar. Perfume is very useful in our life and advertising plays an important role, so it is imperative to study perfume advertising language.1.2 Research questionsThe thesis mainly based on Halliday’s three meta-functions of language, it focus on English perfume advertisings language. System functional grammar is considered to be quite theoretical and practical. The three metafunctions in this system's functional grammar are extremely abstract and can be easily used to analyze languages. Halliday's systemic functional grammar is the most influential, which aims to provide the basis of theoretical discourse analysis. The paper provides some examples to prove that Halliday's SFG play a role in the English advertising discourse. The analysis of English advertising is actually very effective. In addition, I hope to draw some conclusions that language can help you write ads in the future from the advertising discourse analysis. Hopefully, it will give answers to the following questions:1. How is the interpersonal meta-function realized in perfume advertising language by the transitivity and voice?2. How is ideational meta-function realized in perfume advertising language by the mood, modality and person pronoun system?3. How is textual meta-function realized in perfume advertising language by the thematic system?1.3 Research significanceThis thesis will use the qualitative analysis to study the perfume advertisings and will be based on Systemic-Functional Grammar. The materials will be searched from the internet about the perfume official web or TV. The analysis process will include, firstly, classifying different types of perfume advertisings; secondly, distinguish different advertisings; thirdly, combine three meta-functions to analyze different perfume advertisings. The main significance of the paper is to help the advertisers know about the perfume advertising language, which attracts customers andstimulate the purchase desire. For advertisers, they need to create attractive ads to increase sales volume, which makes the analysis of the advertising language particularly important for them. In order to stimulate the desire of customers, it is necessary to analyze the Halliday’s three meta-functions of language influence on the advertising language. The thesis provides a new perspective for studying perfume advertising language, and the research will build up the ability to use language.1.4 Organization of ThesisThis thesis can be divided into five parts.Chapter one gives an introduction to research background of this study as well asthe significance of the research. Also, there are some research questions proposed. At last, it provides the organization of thesis. Chapter two gives previous studies on system-functional grammar and advertising discourses at home and abroad. As the main theoretical framework of this paper, the three meta-functions will be given statement from previous studies. Chapter three is the theoretical framework, which would be applied in this thesis. Interpersonal function will be introduced respectively from mood system, modality and person pronoun system. Ideational meta-function will be introduced from transitivity and voice. Textual meta-function will be introduced from thematic system. Chapter four is the body part of this thesis. It analyses the perfume advertising discourses from the perspective of three functions, following the framework in the previous chapter. Respectively, from the theory of transitivity system, voice system, mood system, modality system, and person pronoun system, and case study are given to analyze the realization of interpersonal, ideational and textual function in advertising discourses. Chapter five draws a conclusion，summarizing major findings and limitations in the thesis, and throw out suggestions for future studies in this field.Chapter 2 Literature reviewThis part will give a brief review of the previous achievements in advertisements and previous researches related to Systemic-Functional Grammar studies abroad and in China.2.1 study of Systemic-Functional Grammar from home and broad2.1.1 Studies Abroad about Systemic-Functional GrammarFrom the 1950s to the mid-1960s, Halliday explored and developed systematic grammar theory. In foreign countries, systematic grammar theory is developing rapidly, the team of research and practice is growing. Brasseur F (1977) proposes an information on the semiological approach to language starting from the systemic perspective (later to be said structuralist) which has been introduced by the Saussure. From 1970s, being studying on Systemic-Functional Grammar, some scholars began to focus on cognition and language. Other scholars are focus on the field of translation, Ferdows Aghagolzadeh (2012) published The Analysis of English-Persian Legal Translations Based on Systemic Functional Grammar Approach, indicating the theory provides an appropriate criteria and scale for evaluating the accuracy of the legal documents translation. Ahereh Jafarian(2015) investigates Familiarity of Iranian ESP Teachers and ESP Course Learners with Academic Rhetoric within a Systemic Functional Grammar based on their educational Level, Age and Gender. It is clearly indicate that the study of translation and education has applied for the theory in the recent years. These researches give a solid foundation on the systematic grammar theory.2.1.2 Studies in China about Systemic-Functional GrammarComparatively speaking, the domestic Systemic-Functional Grammar on started lately, but it has begun to arouse the attention of the linguistic circles from 1980s. With thedevelopment of advertisings industry, some scholars begin to analyze advertisings on Systemic-Functional Grammar. Wu (2001) wrote the essay about English advertisings on Systemic-Functional Grammar, and this paper expounds that the field of discourse, tenor of discourse and mode of discourse have great influence on the characteristics of advertising English texts. According to Yang(2006), she applied the systemic-Functional Grammar for the public advertisings, It is found that public welfare advertisers skillfully use various vocabulary and grammatical means to manipulate the interaction and consultation between readers. The scholars have taken the research about advertisings on Systemic-Functional Grammar in the recent years, such as job advertisements, clothes advertisements, real estate ads and video ads. 2.2 Studies of English advertising language from home and abroadWith the rapid development of advertising industry, many scholars abroad and at home pay more and more attention on the English advertising language. They used different approach to study the English advertising language, such as stylistic approach, pragmatic approach, communicative approach, semiotic approach and Systemic-Functional Grammar approach. Pandya(1977) found that the use of mood can shorten the distance between advertisers and customers, different moods can produce different meanings. He makes a great contribution to the application of the Systemic-Functional Grammar on English advertising language. In china, after the development of the Systemic-Functional Grammar, many linguistic scholars begin to analyze the English advertising language from the perspective.Chapter 3 Theoretical FrameworkThe thesis analyzes English perfume advertising discourse from the perspective of Systemic-Functional Grammar, namely, ideational meta-function, interpersonal meta-function and textual meta-function.3.1 Ideational meta-functionBloor and Bloor M. (1995)argue that, When people speak, language isemployed to talk about what goeson around them and inside them, from describing the events, narrating the states to concerning the entities involved. In the beginning, ideational meta-function is involved two components: experiential function and logical function. But later, both of them are gathered together by Halliday (1994) and named as ideational meta-function. The thesis pays attention to the former function. Under that circumstance, it deals with the relationship between humans and experiential world.3.1.1 TransitivityTransitivity is an important perspective to analyze some sentences. It is the subsystem of ideational meta-function, and serves the function of describing what goes around people and inside them, which can be fulfilled by its six types of processes, that is, material, relational, mental, behavioral, verbal and existential processes. The material process is concerned with the actions: doing, playing, beating, catching, running, and so on. In the process, there involved two members: Act and Goal. The actor plays some physical actions to the object, and then the relationship realizes the material process. The material process can transfer information to the readers.Yang (2001) argued that, the relational process is the process of being and it falls into two types: attributive and identifying. This process is used to represent a relationship between two separate entities, namely, something is said to be something else or to be of some quality. In order to demonstrate that kind of relationship, such verbs as "be" or "have" are used. For example, Susan is beautiful. That is a relational process, and speaking simply, the relationship belongs to attributive with the use of "is". But in this sentence "Susan is the teacher", the relationship of which is identifying, because "the teacher" is Susan's status, "is" isidentifying. Besides, "have" can also be used to express the attributive relationship. "Susan has long hair." in this sentence, "has" describes Susan's characteristic.The behavioral process is between mental process and material process. It is close to mental process but reflects an active conscious process, like looking, listening, staring, laughing, crying and so on. The basic components of the process framework are behaver and process. The difference between mental process and behavioral process is that the former pays attention to the result of action while the latter is to describe the behavior of the actor. See the two verbs "listen" and "hear". "Listen" is behavioral while "hear" is mental.The verbal process expresses the process of saying, which is between the material process and mental process, but close to the former one. The basic elements of the process are Sayer, Receiver, Verbiage and process. Such verbs as say, tell speak, talk, explain are always used in this kind of process. The existential process just conveys the meaning of the existence of an entity. The commonly appearing words are there and here. Only one participant exists in such grammatical structures, called the existent. For example, there is an apple on the table.The mental process is concerned as two basic components, Sensor and Phenomenon, which is the process of sensing, such as feeling, imagining, loving, knowing can be represented.3.1.2 VoiceVoice system is another subsystem within ideational meta-function. Traditional grammar shows that voice system is concerned with the subject and predicate. And other parts of the sentence can also impact the type of voice. As is known, considering the classification of the giver or the receiver ofact,voice can be divided into active voice and passive voice, and the choice of subj ec t can make the actor in active voice or in passive voice.3.2 Interpersonal Meta-functionWhen people communicate with others, language will serve as a medium to build and keep relationships with individual members and even to impact their emotions, behavior and life.3.2.1 Mood systemWhen talking about mood system, Halliday(2008:110)pointed out that in a proposition, information is exchanged through language, and the language could be argued about “something that can be affirmed or denied, and also doubted, contradicted, insisted on, accepted with reservation, qualified, tempered, reverted and so on."Mood system expresses the speaker's or writer's attitude to what is said or written. The semantic function is to carry the burden of the clause as an interactive event. Mood system is realized by mood elements. The mood element consists of two parts: the subject and the finite operator, which decide which mood will be used. The subject is the entity which is often responsible for the activity in a clause. Subject is the noun or pronoun which in person and concords with the verbs. It is a nominal group in most cases, often appearing as personal pronouns or nominal compoundsat the first place and replaced by personal pronouns. The subject is not equal to the actor, although the two overlap each other every now and then. Therefore, identifying the subject doesn't depend on its position, but rely on the function. Halliday (2008:111) explain that the finite element is “one of a small number of verbal operators expressing tense (e.g. is, has) or modality (e.g. can, must).” Finite element makes it possible to negotiate about the validity of an activity and enables something to be argued about. It played a role by means of two references: the time of speaking and the judgment of the speaker.3.2.2 Modality systemHu (2002) point out the term can be categorized into modalization and modulation, namely, probability, usually, obligation and inclination. Firstly, modality expresses how valid the information that people provided. In this process, probability (likelihood) and usuality (frequency) are involved. The former can be expressed by the words probably, possible, may, and so on. The latter will be expressed with the use of sometimes, always, often, and so on. On the other hand, when people express the confidence of something related to goods and service, the modality is also used. When people order or command, the use of some modal operators is obligational, such as should, must, and so on. When offer goods and services, the degree of inclination should be represented by using will, would, may, and so on. 3.2.3 Person Pronouns SystemIn his masterpiece An Introduction to Functional Grammar, Halliday (2009) refers to mood system and modality as the two main ways of realizing interpersonal function of language. And his studies about person pronouns are more linked with cohesion theory as one of its important research branch. However, many other scholars and researchers hold that studies on functions of person pronouns are closely linked with their interpersonal function and the realization of interpersonal function in a discourse could rely on person pronouns to some extent. Linguist Carter, R.A (1987) pointed out that the reference of personal pronouns in discourse “Can” tell us how the author treats the characters in the discourse andthey can establish a certain relationship between the author and the reader. Personal pron ouns are made up of three parts: the first person, the second person and the third pronoun. Grammatically speaking, the first person pronoun refers to the speaker or writer, the second person pronounma inly refers to the listener, and the third person refers to the other person i nvolved in the communicative activity, and they are usually not showing their presence around.3.2.3.1 The First Person PronounsIn advertising English, the first person pronouns are often applied to refer to the entity of advertising instead of the name of company or its products, and sometimes they are also used to include the audience. Pronouns “I” and “me” and their corresponding forms “me”, “my” and “mine”. “our”, “ours” and “us”are often used expecting consumers to feel intimate.3.2.3.2 The Second Person PronounsComparing to the first person pronouns, the second person pronouns are mainly applied when refer to the listeners or the potential consumers. Pronoun “you” is important for pulling the audience of the advertisement into the its scene and creating an intimate relationship with products. The advertiser wants to found an intimate relationship with the audience through intimate address.3.2.3.3 The Third Person PronounsIn some cases, in order to strengthen humanity and kindness, the third person is ordinary people who give suggestion to the audience to use this product or service. Sometimes advertisers try to show the objectivity of their advertisements by transferring information through the third person pronouns or the third party. The person or party they choose generally enjoys public trust and influence and says high of the products or service.3.3 Textual Meta-functionWhen we interact with people, talking with them about something or getting something done, playing ideational and interpersonal meta-functions, we constructthe message in a way that allows it to fit smoothly and fluently into the speech or text. It is known as the textual meta-function.In the opinion of Halliday (2000), three subsystems are involved in the textual meta-function: thematic system, information system and cohesion system. This current research only focuses on the thematic system. In terms of it, the center of analysis is thematic structure and thematic progression. In terms of Thematic Progression patterns, Zhu(1995) believes that it falls into four types: constant theme pattern, linear theme pattern, split theme pattern, and derived theme pattern. Each theme pattern will be shown by the following figures one by one.The Constant Theme Pattern means that each clause shares the same theme. Clause 1: Theme 1 Rheme 1 Clause 2: Theme 1 Rheme 2 Clause 3: Theme 1 Rheme 3Figure 3.1 The Constant Theme PatternWhen the theme becomes the theme of subsequent clause, this circumstance belongs to Linear Theme Pattern.Clause 1:Theme 1+Rheme 1 Clause 2: Theme 2+Rheme 2 Clause 3: Theme3+Rheme 3Figure 3.2 The Linear Theme PatternDerived Theme Pattern depicts that theme positions are connected in sense not necessarily in form. Chapter four will give Case analysis and discussionThem (Cover Term) Theme1+ Rheme1 Theme2+Rheme2 Theme 3+Rheme3 Figure 3.3 The Derived Theme PatternChapter 4 Analysis of English perfume advertisement with three meta-functions4.1 Analysis of English Perfume language from the perspective of ideational meta-functionAs we all know, the ideational meta-function is decomposed into two subsystems, namely: transitivity and voice. The discourse analysis of English perfume will be analyzed from the point of the above two subsystems.4.1.1 Case Study of transitivityTransitivity is the most important concept in ideational meta-function. The transitivity system includes six processes, that is, the material process and the psychological process, relational process, behavior process, verbal process and existence process. In the following, a detailed discussion is shown in order to analyze the English perfume advertising discourse. The study analyzes the six different processes within transitivity as an example and the detailed information will be shown. For example: Perfume advertisingLancome TRÉSOR: (1)Love. Romance. Elegance. (2)TRÉSOR is for a woman who understands that time is precious and moments in this fast-paced world are to be treasured. (relational process) (3)Because love is a treasure, and TRÉSOR evokes that feeling of everlasting love, it makes her as radiant and precious as the fragrance she wears. (material process) (4)Share the emotion of everlasting love with Trésor, the fragrance for treasured moments. (5)The elegance of rose, mugent and lilac and the sparkle of peach and apricot blossom are just a few notes that define this luminous fragrance. (relational process) (6)A delicate and light fragrance with a romantic and smooth touch.Perfume advertisingDolce Gabbana: (1) In the sun-kissed top notes, juicy mandarin, bright neroli and airy magnolia express its radiance. (material process) (2)The coconut essence, a unique natural extract of the fruit’s white flesh, accents the creamy freshness of the frangipani blossoming petals. (material process) (3)A silky almond milk accord evokes the traditional sweets of Sicily. (material process) (4)Enriched with vanillaabsolute and sandalwood, it extends the exquisite sensuality of the frangipani note into the dry down. (material process)Perfume advertisingGABRIELLE CHANEL：(1)The GABRIELLE CHANEL fragrance wascrea ted around four points of light from fourwhite flowers: Orange Blossom, Ylang-Ylang, Jasmine and Grasse Tuber ose. (material process) (2)Olivier Polge crafted the perfect white flower. (material process) (3)The only flower that could embody the unrestrained femininity of Gabrielle Chanel herself. (material process)Perfume advertisingDior Eau de: (1)The new Miss Dior Eau de Parfum reveals the femininity of a sensual floral. (material process) (2)Its heart is a floral declaration that combines the beauty of Grasse rose with the boldness of Damascus rose, both wrapped in a ribbon of fresh Calabrian bergamot. (relational process) (3)This handcrafted creation is woven with rosewood from French Guiana and pink pepper from Réunion Island for heightened character. (4)A Miss Dior that will leave you lovestruck. (5)I refined the florality of Miss Dior Eau de Parfum to render it sensual and suggestive. (material process) (6)It had to burst like that feeling of falling head over heels. (material process)Perfume advertisingEstée Lauder Pleasures Eau de Parfum Spray: (1)Created in 1995, Estée Lauder Pleasures set the trend for uplifting, airy fragrances and introduced the Sheer Floral fragrance type. (material process) (2)Evelyn Lauder created it to have a sheer, elusive, luminous quality. (material process) (3)It captures the clarity of flowers just after a spring rain. (material process) (4)This wonderful fragrance has been one of best selling fragrances for many years. (relational process) (5)"Whatever the fragrance was to be, I wanted it to have an elusive, textural quality," said Evelyn Lauder. (verbal process) "And we have achieved it with Estée Lauder Pleasures. (6)For the first time, there is a fragrance that unfolds like a flower in the warmth of the sun, surrendering its scent little by little." (existential process)In these perfume language, we can see the material process is most commonly used in all processes. It gives a lot of product information to the consumers, so the purpose of Advertiser is to provide product information to potential consumers to help them express and describe the functions of an entity or action of external world. That is material process. A relationship process is used to represent the relationship between two separate entities, that is, something is something. For example, (1)The elegance of rose, mugent and lilac and the sparkle of peach and apricot blossom are just a few notes that define this luminous fragrance. (2)TRÉSOR is for a woman who understands that time is precious and moments in this fast-paced world are to be treasured. (relational process) (3) Because love is a treasure, and TRÉSOR evokes that feeling of everlasting love, the perfume is described as love, time, which expresses the treasure of this perfume.The existential process only expresses the existence of the entity. Occasionally, when the Advertiser tries to use this way tell the reader some information about the perfume. The existence process can be changed by the material process. For example, when we say we will put perfume on it, we can say that there will be perfume on it. Although two processes can provide information to the reader, the material process seems more vivid and convenient. As for the rest of verbal process, mental process, behavior process, they rarely or simply do not take out in each selected perfume language. Therefore, the paper will not mention their analysis.4.1.2 Case Study of voice。

if you are interested,广告语-回复这个任务的主题是“if you are interested,广告语”，我们将以此为基础，撰写一篇1500-2000字的文章，逐步回答与主题相关的问题。

在创作广告语时，我们首先需要明确广告的目标和受众。

广告目标可能涉及品牌推广、产品促销、市场占有率提升等，而受众则包括潜在客户、现有客户、特定人群等。

以下是一步一步回答与主题相关的问题的详细说明：第一步：确定广告目标- 你希望通过广告实现什么目标？品牌推广？产品促销？增加市场份额？- 这个广告的时间范围是多久？是一次性的活动还是长期投放？回答这些问题，可以帮助我们明确广告的具体目标，从而更好地制定广告主题和内容。

第二步：定义目标受众群体- 你的目标受众是谁？他们的特定数据和特征是什么？- 你的广告将如何吸引他们的注意力并激发他们的兴趣？了解目标受众可以帮助我们更好地定位广告内容和语言，以吸引他们的注意力并激发他们的兴趣。

第三步：确定适当的广告渠道- 你计划在哪些渠道上发布广告？例如：电视、报刊、户外广告等。

- 你了解这些渠道所具有的特点和受众群体吗？它们能实现你的广告目标吗？选择合适的广告渠道可以确保广告的最佳覆盖率和受众接触率。

第四步：设计吸引人的广告语- 你希望通过什么方式吸引目标受众的注意力？幽默、引人入胜的故事、明确的价值主张？- 你如何独特地表达你的品牌或产品的特点和优势？- 你有没有参考其他广告或品牌的案例，以获得灵感？设计吸引人的广告语需要我们结合品牌或产品的特点和优势，以及目标受众的偏好和需求，进行创意设计和创新表达。

第五步：测试和迭代- 你是否对广告语的效果进行测试或调研？- 你会根据测试和调研的结果对广告语进行优化和迭代吗？测试和迭代是一个重要的过程，可以帮助我们了解广告语的实际效果和受众反馈，并根据结果进行必要的优化和修改。

总结：通过一步一步回答上述问题，并根据相关信息进行创作，我们可以撰写一篇1500-2000字的文章，详细讲解if you are interested广告语的制定过程和相关要点。