Functional Grammar Approaches To The Features Of The Advertising Language

In recent years, advertising is something that we are all exposed to. It is also something that is likely to affect almost all of us in different spheres of our lives. Advertising language as the vehicle of messages loaded with persuasive intentions has its own model and patterns. Then what features on earth does the language of advertising have? What's the power of words and how are they used in advertising? And why and how would advertisers choose these linguistic devices to convey messages in this particular way?These questions are the main concerns of this thesis. The researches on the features of the advertising language have aroused great interest from different fields such as sociology, psychology, economics, aesthetics and linguistics. Though much traditional researches have been done on this issue, much less has been done on analyzing the stylistic features of the advertising language from functional grammar perspective. This thesis is a trial in this field.The thesis discovers and describes the intentioned-used linguistic devices tendency and deviation by analyzing the structures and meanings of the advertising language with the tool of functional grammar. By discussing the features on lexical, syntactic and textual levels of the sample commercial consumer advertisements randomly drawn from the common American magazines, the thesis demonstrates how to appreciate advertisements from functional grammar perspective. By analyzing the features and stylistic effects of linguistic devices in the language of advertising, the thesis is to arrive at a greater understanding of the various advertising and help advertisers make advertisements more attractive and effective.