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| A Systemic-Functional Study of Advertising Discourse Abstract Nowadays, as one of the most powerful high-tech companies all over the world, Apple has established its counter-culture image. It has been associated with the advertising strategy that Apple adopted. Advertising discourses of Apple not only introduce products but also show corporate culture, and help build corporate image. Halliday’s three meta-functions, which refers to ideational meta-function, interpersonal meta-function and textual meta-function, are employed to analyze Apple’s advertising discourses in this paper. Advertisements of Apple convey an idea that it is far from enough to focus on research and development of technology. It should be combined with humanity so that advertised products would touch the soul of consumers. Key words: systemic-functional grammar ideational meta-function interpersonal meta-function textual meta-function Apple’s advertisements 内容摘要 苹果公司作为全球最具实力的高科技公司之一，塑造了其自身的品牌形象。这种成功品牌形象的塑造，除了苹果公司在技术上的不断创新之外，还与所采取的的广告战略有着莫大的关联。苹果公司的广告文本不拘泥于宣传产品的优越特性，而是传递企业的价值观与世界观，并确立公司的商业形象。本文运用 Halliday 三大纯理功能对苹果公司的广告文本进行解读，探讨了三大纯理功能中的概念功能、人际功能和语篇功能。苹果公司的广告文本向我们传达了这样一种理念——对于一个企业的发展而言，只专注于产品的研发是远远不够的。科技应与人道主义相结合，才能触动消费者的心灵。 关键词: 系统功能语法 概念功能 人际功能 语篇功能 苹果广告 Contents Chapter One Introduction …………… …………… ….…… … 1 1.1 Background of the study ……………… ……….…………… …… 1 1.2 Aim of the study ……………………… …………… ……. ……… 2 1.3 Data and data collection ………………… ……… ….… …… ……2 1.4 Structure of the thesis ……………… …………… ……….… …… 1 Chapter Two Literature Review ……………… …… ……… … 4 2.1 Introduction of systemic-functional grammar ………… ………. … 4 2.2 Previous studies on discourse analysis ……… …………… ……… 5 2.3 Previous studies on advertising discourses ……… …… …… .…… 5 Chapter Three A Systemic-functional Analysis of Apple’s Advertisements ……… 7 3.1 Structure of an advertising discourse ………… …………………… 7 3.2 History of the Apple advertisement ……… …… ……………..…… 8 3.3 Ideational function of Apple’s advertisements ……… …………...… 9 3.4 Interpersonal function of Apple’s advertisements …..……………… 11 3.5 Textual function of Apple’s advertisements ………………….……13 Chapter Four Conclusion ………………… ……… …………..…14 4.1 Summary and conclusion ……………………… ………………...... 14 4.2 Limitation and further studies ………………… ……………...…… 14 References ………………………………………………………… 16 Appendix …………………………… …………… ……………… 17 Acknowledgements …………………… ……… ………………… 18 |
