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AnAnalysisofAdvertisingLanguage.doc

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AnAnalysisofAdvertisingLanguageAcknowledgementsHereandnow,Iextendmysincerethankstoallthosewhohavehelpedmetomakethisabetterthesisthanitwouldotherwisehavebeen.Amongthem,IwouldliketoshowmyheartfeltthanksandenormousgratitudetoProfessorXiYaxian,mysupervisor,forherinsightfulguidanceandearnesthelpallthroughthesearching,analysisandpaper-writingstages.Ireallyappreciateherpainstakingperusalofthisthesisandvaluablecounselfortheadvanceinit.Andithasbeenagreatprivilegeandpleasuretoworkwithandlearnfromher.Inaddition,theauthoralsowantstoextendherthankstoalltheteachersattheLanguageSchool,especiallyProfessorLuNaisheng,whoseenlighteninginstructionandinsightfultheoryhaveguidedmethroughthepastthreeacademicyearsandallthewaytothecompletionofthisthesis.Finally,Iwouldliketothankallofthepeoplewhohavegivenmeloveandsupport.Itisapleasuretodedicatethisthesistothemall.Contents内容提要………………………………………….………………………………1Abstract……………………………………………..……………………………..2ChapterIIntroduction1.1Background………………………………….….……………………………..11.2PreviousStudies……………………………….……………………………...11.3SourcesandMethodology…………………….………………………………31.4OverviewofAdvertising……………………….……………………………..3ChapterIIAdvertisingElements2.1Headline.…………………...………..…….….………………………….……72.1.1DefinitionoftheHeadline.……….………..…………………………….…..72.1.2FunctionoftheHeadline..…………….…….……………………………….82.2BodyCopy…………………………………….………………………………82.2.1DefinitionoftheBodyCopy.……………….…………………….....………92.2.2CategoriesintheBodyCopy………………………………………………..92.3Slogan....…………………………………..………………………………….122.3.1DefinitionoftheSlogan..…………………………………..….……...……122.3.2SyntacticFeaturesoftheSlogan..………………………………..………...122.3.2.1ShortSentences………………………………….….………….………...122.3.2.2EllipticalSentences…………………………………..…………………..132.3.2.3InterrogativeSentences……………………………...….…..……...…….142.3.2.4NegativeSentences………………………………….…….……..………14ChapterIIIGeneralFeaturesofAdvertisingClaim3.1TheWeaselClaim………………………………………………..……….….163.2TheUnfinishedClaim………………………………………..………………173.3TheConclusiveClaim………………………………………..………………18