A Study On Discourse Of Real Estate Advertisements

As the tool of extending and propagandizing the real estate commodity, the influence of real estate advertisements expands continually. The language, an important component of real estate advertisements, is the material carrier of the real estate developers to express opinions and communicate with consumers. Therefore, it is worthy for us to discuss how the real estate advertisements attract consumers to pay attention to and purchase the commodity, then promote the sale of commodity.This thesis which has collected hundreds of real estate advertisements from the newspaper, mainly researches discourse structure, cohesion characteristics and discourse semantics of real estate advertisements from the perspective of discourse. The thesis consists of five parts:Chapter 1 is the introduction to the research object, situation, significance and methods of the thesis.Chapter 2 discusses the common types of real estate advertisements, then classifies and summarizes the linguistic characteristics of real estate advertisements mainly from four aspects of the rhetorical characteristics, persumit characteristics, genre characteristics and discourse characteristics.Chapter 3 is discourse analysis of the structure of titles and texts of the real estate advertisements, and discusses the relationship between titles and texts.Chapter 4 analyses inherent cohesive characteristics of real estate advertisements by using the cohesion theory, and investigates how the various cohesion devices make the real estate advertisements cohesion and coherent well, attractive and readable. Chapter 5 divides the discourse semantics into dominant semantics and potential semantics, and demonstrates the semantic connotation of real estate advertisements combining social culture and psychological factors.Finally, the conclusion summarizes the main points of the thesis, and points out limitation and subjects for future research.