Advertising Style From The Perspective Of Discourse Analysis Theory Perspective

With the development of global economy, advertising has become a global form of communication. As language is a specific carrier of advertisements and English is one of the most widely used languages in the world, the study of advertising English has become a necessity. The traditional concern of linguistic analysis has been the construction of sentences; but recently there has been an increasing interest in analyzing the way sentences work in sequences to produce coherent stretches of language. Then one main approach has developed, that is, discourse analysis. Since the research on discourse analysis has been a very popular topic in recent years, the main emphasis in this thesis has been laid on the analysis of advertising English from the viewpoint of discourse analysis. This approach stresses the need to see language as a dynamic, social, interactive phenomenon—whether between speaker and listener, or writer and reader. The author hopes to advance the development of advertisements in our country by analyzing advertising English.This paper aims to elucidate the language features of advertising in the following fields: stylistics, context, pragmatics and cognitive linguistics. The corpus, chosen from mass media, can range from commercial advertisements to public service advertisements, or even to recruitment advertisements. The combination of qualitative approach and quantitative approach may serve the purpose.