| Conversational advertisement is a small type of the numerous categories of advertisement.From the linguistics angle, the study for this kind of advertisement text is not abundant;Occasionally related, but only describing language function for this type of ads,neglect the description of its structure thereby;Even related in conversation structure,but just describe the individual phenomenon in conversation, lack studying deeply and systematically. In view of the situation, this article combines conversational advertisement pattern and analyzes this kind of advertisement text by applying the theories of the dialogue structure and the context theory of Systemic Functional Grammar, in the meanwhile puts forward the language choice aiming at characteristic of this text.After analysing the structure of the conversational advertisement text on whole and parts,comparied with daily conversation, we find there are some differences on a turn length, (turn) repeating, (turn) overlapping, finality method etc between conversational advertisement text and daily conversation text, meanwhile describe and explain these differences. In addition, we take"problem-solution", the most popular pattern in ads as discourse, analyze its structural character. In the end, we analyze the language choice for conversational advertisement text mainly on perspectives of register variables that three aspects are field, tenor and mode;explore how advertisement creation can achieve pertinently on specific context, reach to prospective communication purpose and effect. |
