Comprehension Of Television Advertisement Text Based On Cohesion Theory

With the development of socioeconomy and technology, advertisement is playing more and more important role, and more and more research is carried out. Although there has been much discussion about advertisement from the perspective of sociology, pragmatic, psychology, and rhetoric, few research was carried out from text linguistics and television advertisement text.This paper place much importance on television advertisement text and its cohesive device. In this paper, we discussed coherence of television advertisement text from perspective of grammar, vocabulary, voice, and structure. Halliday& Hasan's theory of cohesion is adopted, some result from recent research is also introduced. This paper is organizes as follow: Section 1 is introduction, object of study, background, significance and purpose of research are introduced here. In section 2, we briefly reviewed coherence and cohesion theory, we pointed out the conception of cohesion and its relationship with coherence, we divided cohesion into explicit cohesion and implicit cohesion. In section 3 and 4, We will mainly discuss its various form in television advertisement. explicit cohesion includes structural and non-structural cohesion. structural cohesion includes thematic structure,transitive structure,information structure,mood structure and parallelism; non-structural cohesion includes grammar cohesion,lexis cohesion and phonological cohesion. Implicit cohesion is expressed in situational ellipse and cultural ellipse .We analyzed every kind of cohesion's behavior and role. Section 5 will be conclusion.From the study, We can effectively understand how this language occurred and how this language is understood. We also hope this paper can provide some help in advertisement writing.