Abstract：At present, with the development of the economic globalization, English advertising become more and more important. As to English advertising language, scholars at home and abroad have made studies on it basing on different theories, which include grammatical metaphor. Grammatical metaphor is first put forward by M. A. K. Halliday. It can be classified as ideational grammatical metaphor, interpersonal grammatical metaphor and textual grammatical metaphor. This thesis on the basis of the predecessors’ studies discusses ideational grammatical metaphor’s forms of realization and functions in English advertising. Ideational grammatical metaphor has three main types, which are nominalization, adjectivilization and verbalization. All of them have different forms of realization and functions in English advertising. Nominalization can make English advertising language concise and credible; adjectivilization can grasp consumers’ attention and make English advertising language concise; verbalization can make English advertising dynamic and vivid. The author hopes that this study can help people to have a further understanding of ideational grammatical metaphor in English advertising and contribute to the realization of English advertising final purpose.
Key words: English advertising ideational grammatical metaphor forms functions
Contents
Abstract
中文摘要
Chapter One Introduction-1
1.1 The Background and Significance of This Study-1
1.2 Grammatical Metaphor and Ideational Grammatical Metaphor-1
1.3 Advertising and English Advertising-1
1.4 The Structure of This Thesis-2
Chapter Two Literature Review-3
2.1 Ideational Grammatical Metaphor Studies at Home and Abroad-3
2.2 Ideational Grammatical Metaphor Studies on English Advertising at Home-4
Chapter Three Forms of Realizations of Ideational Grammatical Metaphor in English Advertising-6
3.1 Nominalization-6
3.2 Adjectivalization-7
3.3 Verbalization-7
Chapter Four Functions of Ideational Grammatical Metaphor in English Advertising-9
4.1 Functions of Nominalization in English Advertising-9
4.1.1 Make Advertising Language Concise-9
4.1.2 Make Advertising Credible-9
4.2 Functions of Adjectivalization in English Advertising-10
4.2.1 Grasp Consumers’ attention-10
4.2.2 Make Advertising Concise-11
4.3 Function of Verbalization in English Advertising-11
Chapter Five Conclusion-13
5.1 Findings-13
5.2 Limitations and Suggestion for Future Study-13
References-14
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