| As one kind of complete commercialization's operation pattern, the basic function of advertisement is to sell products and service as well as to construct enterprise's brand image. While displays these functions, the advertisement also has enormous social function. The discourse analysis, takes one research way and research content, has became the hot spot and breakthrough point which studied by the domestic and foreign scholars in the social culture function during recent years. Take the critical discourse analysis (CDA) as a foundation, and the word description of spouse-seeking advertisement as the language materials. This article will inspect the social construction function of advertisement while in the participation certain social reality's construction.The whole thesis consists of three parts. The preface main includes the origin of the reason, research background, relative definitions and theory, research method and purpose.The second part is core of the thesis. It mainly carries on the concrete advertisement discourse analysis to the spouse-seeking advertisement, including text content analysis and performance structure analysis. This part will analyze from the following aspects: the advertisement discourse's statement pattern, the relationship between the advertisement discourse's ideology and the personal construction, the ideal marriage pattern of spouse-seeking advertisement, the rational sex image as well as the ideal power and influence status and so on .From a quite objective angle, the third part mainly analysis the value and influence of the discourse's social construction function which exists in advertisement. And also deeply explain "the advertisement was wears the shackles to dance." from the discourse's construction function. |
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