The Explanatory Force Of Relevance-Adaptation Model In Text Organization Of Chinese Real Estate Advertisements

The wording of advertisements is the main carrier for an advertiser to convey the persuasive intentions. It is a kind of loaded language. In modern societies, every ad text, no matter what form it will take, has its own purpose. Based on certain intentions, the advertiser, therefore, should choose the most appropriate organizational tactics to embody the textural intention to its full length.Intentionality is one of the standards in text analysis. Textual intentions in a text decide the structural tactics. From the perspective of the advertiser, advertising is an ostensive process. What the advertiser has to do is to convey his informative intention to its full length. The interaction between intentions and the textual tactics is more obvious to be found in persuasive ads. Real estate ads, commonly found nowadays as an adaptation to the development of the rapid growth of economy, are the most representative ones. For such an interest, this paper attempts to take this kind of advertisement as an object, exploring how the persuasive intentions are conveyed throughout the texts under the guidance of relevance- adaptation model. To be more specific, this paper focuses on the real estate advertiser's optimal linguistic tactics in his making of an advertisement.Qualitatively, the thesis, under the guidance of relevance-adaptation model, makes a descriptive study of ad intentions and their transmission through various types of texts, trying to illustrate the organizational patterns and sum up the contextual ingredients that may affect the formation of textual tactics as well.Quantitatively, this paper collected 100 samples via stratified sampling. Through the analysis of these samples, the thesis aims at testifying the explanatory force of the relevance-adaptation model, a new angle to the rules in organizing persuasive courses.The significance of the study can be found in two folds:Theoretically, with the combination of descriptive, qualitative and quantitative study, this dissertation is to discuss just from one perspective ofthe subtleties of language use in persuasive discourses, making some contributions to the enrichment and effectiveness of relevance-adaptation model.Practically, if only a few people know how to persuade others, persuasion would be a very powerful weapon indeed. If everyone knows how to use persuasion effectively, and knows how to evaluate the persuasive messages that are perceived, persuasion will become far more a tool, and less a weapon. Hopefully this discussion of persuasion will serve the reader not only in their future efforts as an advertiser but also in their roles as a consumer of the persuasive messages of others.