An Analysis Of Admission And Advertisement In Foreign Language Training Schools

Using the method of genre analysis, this paper analyses the generic structures and language features of admission advertisements of foreign language training schools. In order to ensure the reliability and validity, and to guarantee its broad representation and objectivity, 100 pieces of admission advertisements of language training schools in Harbin, Beijing and Shanghai are collected form newspapers and the Internet as the sample texts for this study. Quantitative analysis and discussions are conducted and many findings have been generated from the present study. Discourses within education advertising generic domain enjoy the similar generic structure and language feature, which all serve for the promoting communicative purpose. It is generally made up of nine moves, five moves are obligatory, while the other four moves are optional. For lexical choice, positive evaluate adjectives and interactive self-references are frequently used in such genre, as well as the verb in the tense of present simple and simple future, which are in the objective state. For textual pattern, upon the general features of copywriting, the problem-solution and case instruction models are widely adopted in education advertisements with distinctive generic features. Through the analysis and discussion upon the sample texts, this study explores the process of composing English education advertising discourses and reveals the cognitive or mental state of both the copywriters and potential customers.