Discourse Analysis Of English Job Advertisements On The Internet From The Perspective Of Appraisal Theory

With the popularity of Internet, more and more enterprises incline topost the job information on the websites to recruit new employees.Previous analyses on advertisement discourse are all restricted to theaspect of genre analysis, rhetoric and the realization of interpersonalmeaning, rarely from the perspective of appraisal resources to exploreEnglish job advertisements. Therefore, this thesis using Appraisal Theoryas the theoretical framework, from lexical level to analyze the appraisalresources of English job advertisement, so as to discover the distributionfeatures of various appraisal resources as well as its languagecharacteristics.This research combines quantitative and qualitative researchmethods to explore the distribution of appraisal resources and summarizethe appraisal features of English job advertisements. Conclusions aredrawn as the following: on the whole, English job advertisements have anextensive range of appraisal resources, among which, attitude resourcestake up more than half of the total appraisal resources. As for the attitudesystem, judgment resources prevail in the attitude system, and then theaffect resources and appreciation resources. Positive attitudinal resourcesoutweigh the negative ones. Under engagement resources, heterogloss occupies a larger place than monogloss. This indicates that recruitmentadvertisements are narrative on the surface but dialogic in nature. Withrespect to graduation, its sub-system force resources are largely outweighfocus resources. Words and expressions about number, mass and extentof time or space used by recruiters is to acquire trust from applicants.This thesis proves the feasibility to apply Appraisal Theory toanalyze English job advertisement enriches the study of advertisementdiscourse and provides some enlightenment for Chinese enterprises towrite English recruiting advertisement.