文摘
英文文摘
Acknowledgements
1. Introduction
2. Introducing the Systemic-Functional Grammar
2.1 The systemic orientation of SFG
2.1.1 Saussure's theory of system
2.1.2 Firth and Hjemslev's theory of system
2.1.3 Halliday's opinion on systemic theory
2.1.4 Morley's opinion on the Systemic-Grammar
2.2 The functional orientation of SFG
2.2.1 The experiential metafunction
2.2.2 The interpersonal metafucntion
2.2.3 The textual metafunction: organizing the message
2.2.4 Concept of register
3.About English Advertising
3.1 The definition of English advertising
3.2 Media of advertising
3.2.1 Newspaper advertising
3.2.2 Magazine advertising
3.2.3 Television advertising
3.2.4 Outdoor advertising
3.3 Components of advertisements
3.3.1 Headline
3.3.2 Body text
3.3.3 Slogan
3.3.4 Trademark and illustration
4. Analysis of English Advertisements from the Perspective of Systemic-Grammar
4.1 Meaning potential and linguistic choice
4.2 Examples of analysis
5. Analysis of English Advertisements from the Perspective of Functional-Grammar
5.1 The interpersonal metafunction
5.1.1 About the interpersonal function
5.1.2 Clause and clause complex
5.1.3 Examples of analysis
5.2 The experiential metafunction
5.2.1 On the experiential function
5.2.2 Transitivity
5.2.3 Different types of processes
5.2.4 Examples of analysis
5.3 The textual metafunction
5.3.1 Theme
5.3.2 The significance of studying theme structure
5.3.3 Analysis of the theme and progressive pattern
5.3.4 Cohesion
5.4 Register
5.4.1 Field of discourse
5.4.2 Tenor of discourse
5.4.3 Mode of discourse
Conclusion
Bibliography
