An Analysis Of Interpersonal Metafunction In English Advertisement

The methodological base of linguistic research in this paper is Halliday's functional grammar. The nuclear idea of this theory is that the special form of language is to realize the special function, so the cognition of language can be operated through analyzing its function to grasp the structure of linguistic system and stylistic features of a special text type. The object of my research is the latter, namely, to analyze the ad text in order to cognize the language in this kind of text rationally and enrich the knowledge system of linguistic cognition of functional grammar. The only research category is interpersonal function because as a special practical style, the ad text aims at creating a communication platform for both parties of supply and demand. The body of this paper includes synchronic part and diachronic part, and the former is longer.There is an important concept in ad text: message, which, by the author, in the content of ad text includes three types: technical, conceptual and cultural. The ad text form analysis is operated in this framework. At the same time, about ad there are two aspects: the ad function by the ad maker and the ad linguistic form by the ad writer, between them message plays the role of link and assistant tool of inference.The ad text's function includes ascertaining needs, dissemination, establishing communication situation, Big Idea and communication subject. Their respective linguistic analyses are as follows:This paper utilizes Maslow's hierarchy of needs in ascertaining needs. The paper points out that the ad meaning to meet the physiological needs mainly lies in the technical message and its main method is to fill blank place and compare. The linguistic form to fill blank place is negative expression, and following this there is a deep analysis of negation in ad; the comparison analysis in ad focuses on the comparative linguistic expression in ad. The analysis of conceptual message that meets social contact needs is developed on the basis of social role, content, and context. The analysis of cultural message that meets self-actualization needs starts with pun that is taken by ad makers to dissolve the contradiction between propagating and disregarding ware and researches pun generally existing in cultural message in ad text.The analysis of linguistic features of ad dissemination applies Jakobson's theoretical framework of linguistic function. When the general linguistic functions are combined with concrete ad text, three messages can be corresponding to three linguistic functions: being persuasive, being impressive and being moving. The part of technical message discusses some ad linguistic phenomena such as half-terminology, explicit third-person narration, implicit third-person narration on the basis of Grice's CP. In conceptual message and cultural message...