体育用品广告语话语分析

中国最大的论文知识平台摘要本文将首先阐释体育用品广告语的定义和前人对体育用品广告语进行的研究以及话语分析综述。然后以一些较为典型的体育用品广告语为例，从语言学和语用学的理论角度出发对体育用品广告语进行话语分析，即对体育用品广告语进行话语结构和话语功能两方面的分析，并试图阐明体育用品广告语的语用特点。在促进话语分析在广告语上的应用的同时，让消费者更好的理解广告语。关键词：话语分析；体育用品广告语；话语结构；话语功能中国最大的论文知识平台’advertisementandalsoshowsthesummaryofdiscourseanalysis.Thenitwouldmakediscourseanalysisofathleticequipments’advertisementbasedonlinguisticandpragmatictheoriesbytakingsometypicaladvertisementsasexamples.Namely,thepaperattemptstoanalyzefromtheaspectsofdiscoursestructureanddiscoursefunction.Besides,thispapertriestoclarifysomepragmaticfeaturesandfunctionsofathleticequipment’sadvertisementsoastomaketheconsumersunderstandathleticequipment’sadvertisementbetter.Italsotriestopromotethedevelopmentofdiscourseanalysisinadvertisement.Keywords：discourseanalysis;athleticequipments’advertisement;discoursestructure;discoursefunction中国最大的论文知识平台．Introduction.................................................................................................................532.Asummaryofdiscourseanalysisonathleticequipment’sadvertisements..............542.1Abriefintroductionofdiscourseanalysis.....................................................................542.2Thedefinitionandcurrentstudyofathleticequipment’sadvertisements.....................553.Discourseanalysisofathleticequipments’advertisement.........................................563.1Analysisofdiscoursestructure......................................................................................573.1.1Researchofconversationalstructure………………………………………………573.1.2Resolvingofrepetitionstructure…………………………………………………...603.2Analysisofdiscoursefunction.......................................................................................623.2.1Sententialinformationandsemanticfunction……………………………………..623.2.2Contextualinformation…………………………………………………………….….644．Conclusion....................................................................................................................66Acknowledgements............................................................................................................67References...........................................................................................................................69中国最大的论文知识平台．Introduction“Discourseanalysis”hasexperiencedabout60yearssinceitwasfirstproposedbyZ.S.Harris[1]28,astructuralismlinguistofAmerican,onanarticlenamedDiscourseanalysisonlanguagemagazinein1952.Itdevelopedveryfastduringthistime.Andfinallyitturnedtobeanewdisciplinein1970th.Moreandmorescholarswhoareindifferentdisciplinescameintothisarea.Anddiscourseanalysisspreadstomanyotherdisciplines.Ittendstobemoresubjectiveandprofessional.Peopleabroadhavewidelycarriedoutthestudyoflawtext,politicaltext,advertisementtextandnewstext.Althoughdiscourseanalysisdevelopsfast,thestudyofadvertisementisstillweak.Andwiththedevelopmentofmedia,moreandmoreadvertisementscomeintoourlife.Athleticequipments’advertisementwouldalsoflourishbecauseofthethrivingofsports.Soitwouldbeaperfectsupportertostudy.Theareaofdiscourseanalysisisincludingdiscoursestructure，discourserulesanddiscoursemode.Scholarsdevelopandenrichthestudyofthisareaintwoaspects:oneisthestaticdescriptionofcontinuousstretch;theotheroneisdynamicanalysisofmeaningpassingthroughthecommunication.Theformershowsrulesofdiscoursestructurebyastaticdiscourseorproduct.Whilethelateraimsatpointingoutthecommunicationprocessbyunderstandingthemeaningofdiscoursewiththehelpofcontext.Thestudyofdiscourseanalysismainlyfocusesonsinglestructureorfunction.Althoughdiscourseanalysis中国最大的论文知识平台’sadvertisements.Andthestudyofdiscourseanalysisstillhassomeshortages.Thefirstoneisthestudywhichfocusesonpurelylinguisticsorpragmatics.Thesecondoneisthatsomeimportanttheorieshaven’tbeenusedinthestudy.Sothispaperintendstostudythisareabycombiningdiscoursestructureanditsfunctiontogivepeopleabetterunderstandingandawarenessofathleticequipment’advertisement.2.Asummaryofdiscourseanalysisonathleticequipment’sadvertisementsDiscourseanalysishasdevelopedfastduringthepast60years.Itextendstomanyotherdisciplinesincludingadvertisement.Italsohasgreatdevelopmentpotential.Thispaperwouldshowsomesummaryofdiscourseanalysisandthecurrentstudyofathleticequipment’sadvertisement.2.1AbriefintroductionofdiscourseanalysisNowadaysdiscourseanalysisiswidelyusedintranslation,cultureanthropologyandmanyotherareas.Itproclaimshowpeopleusetherealwordsintheirdailycommunicationandshowslanguage’sphenomenonandfeatures[2].Thestudyofdiscourseanalysiscoversmanyaspects.Therearesomefamousmonographsandthesis,suchasG.BrownandG.Yule’sDiscourseAnalysis[3],M.A.K.Halliday’sAnIntroductiontoFunctionGrammar[4]andHandBook中国最大的论文知识平台[5]whichwaseditedbyVanDijk.TherearealsosomefamousChinesemonographic,suchasHuangguowen’sOutlineofTextAnalysis,[6]Wan