| Adopting "Mode of Signifying" theory from Charles Morris, this thesis makes efforts to explore the regular pattern on the application of modes of signifying in female targeted email advertisements, via the discovery of the impacts that the mode of signifying has on the disposition of the consumer behavior with stimuli, on the basis of qualitative and quantitative analysis. Recently, linguists have fully researched on the language in advertisements, but most of the studies are from perspectives such as lexicology, context and rhetoric and so forth. This study starts from the sign characteristic of language, and focuses the behavioristic analysis on email advertisements.The author registers the websites of 200 enterprises which are randomly selected by SPSS and other 27 shopping websites, and totally collects 180 female targeted email advertisements. Moreover, the author analyzes and classifies the modes of signifying in email advertisements expecting to discover the application regularity; additionally, the software SPSS is employed to analyze the data.The study reveals that all the modes of signifying except the formative ascriptor mode are applied widely to email advertisements with different frequencies, and appraisors and appraisive ascriptors reaches the highest percentage 31.1%. There are three levels in the application of positive appraisors with aims at performance of products or services, products or services, and consumers in the percentage 35.5%, 61.3% and 3.2% respectively. Based on the data, the author finds out:Firstly, in email advertisements, modes of signifying realize the promotion by generating the stimuli on the disposition of consumer behavior.Secondly, within the four types of mode of signifying, the most widely used mode is appraisors and appraisive ascriptors. Positive appraisors can be further classified into three levels of signifying: the performance of products or services, the products or services and the consumers. |
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