Analysis Of Advertising English In Textual Metafunction And Its Application To English-Chinese Advertising Translation

With the deepening of commercialization and informationalization of the whole society, advertising as a selling and information communicating device is playing a more and more important role, and advertising language is also more concerned. The research on advertising English is going on like a raging fire. However, advertising English as a special register has its unique features, which sets limit to the research method for it. Much of the traditional research on it is either surface-going or lacking in theoretical basis. The present thesis analyzes advertising English from the perspective of functional grammar. More exactly speaking, the textual metafunction from Halliday's Three Metafunctions is used in the analysis. Then, this analyzing method for advertising English text is applied to English-Chinese advertising translation. Textual metafunction consists of such three aspects as thematic structure, information structure and cohesion. In the analyzing process, the three aspects are combined with living examples of English ads for a detailed interpretation of advertising English. Later, an analyzing model is constructed, which is verified in English-Chinese advertising translation and falls into a pattern in the last translation of a whole ad. Although the analysis of advertising text can be multidimensional and many-sided, the analyzing perspective of textual matafunction makes us dissect the features and unpack the meanings of advertising language better, which further paves the way for a successful advertising translation. Besides, the thesis points out that we shouldn't abandon other analyzing methods when using the present one, and on the contrary, we should make them help and contribute to each other organically, which also shows even more that the research on advertising English is many-faceted.