摘要
本文以系统功能语法理论为指导 ,研究了若干英语教育广告的标题。文章首先提出并论证了标题双重性的假设 ,即标题既是整个广告语篇的一部分 ,却又是独立的语篇。然后通过分析一则广告的标题与整个广告语篇的联系 ,发现广告的标题在语义上与广告语篇一致 ,能表现广告语篇的主题、提示广告核心内容 ,是整个广告语篇的一部分 ;应用宏观规则可以获得广告语篇的宏观结构 ,但广告标题与语篇的宏观结构在主位结构上存在差异。这是因为标题作为独立语篇有自己的语篇目的 ,其结构由它自己的语境 (包括语旨 )决定。对所选其他广告标题分析的结果表明 :上述结论具有普遍意义 ,说明研究标题对理解和生成广告语篇都具有重要意义。文章最后分别从及物性结构、语气结构、主位结构和信息结构的角度 ,对教育广告标题进行分析 ,论证了教育广告标题具有吸引读者注意力 ,消除读者心中疑虑和激发他们阅读广告正文兴趣的功能。
This paper studies the titles of English education advertisements in the light of Systemic Functional Grammar. Rather than studying titles as they are, it first puts forward a hypothesis that a title is part of the text of the advertisement as most people believe it is, but it is also a text in its own right. By comparing the title of one sample education advertisement and the Macro Structure of the text proper of the advertisement in terms of message content, we find that the title and 'the nucleus of the text' or the Macro Structure are semantically the same, but different in thematic structure, which can be accounted for by the hypothesis, and this very fact then proves it to be valid. This is further borne out by an analysis of additional education advertisements. Finally, the paper brings to light the functions of education advertisement titles by analyzing their transitivity structure, mood structure, thematic structure and information structure successively.
出处
《外语教学》
北大核心
2004年第4期36-40,共5页
Foreign Language Education
关键词
功能
教育广告
标题
系统功能语法
functions
education advertisements
titles
Systemic Functional Grammar
