Abstract

Advertisements can be seen everywhere in our daily life now. A special, vivid and creative advertisement can always attract people’s attention and it can show the merits of the products intuitively. Up to now, many scholars have studied advertising language from different angles for a long time, such as the semiotics, the stylistics, the pragmatics, the discourse analysis, the functional linguistics and so on. Through collecting relevant materials, the author finds that grammatical metaphor can be applied to advertising language to make the advertising language more excellent and endow the products with stronger competitiveness. This paper chooses the theory of grammatical metaphor in systemic-functional linguistics which was firstly presented by Halliday in 1985 as the basis to simply analyze the functions of grammatical metaphor in English advertisements.
This paper consists of three parts. It firstly introduces some researches about grammatical metaphor of many scholars including Halliday and the reason why the theory of Halliday is chosen to be the theoretical basis of this paper. Then it simply states the basic knowledge of advertisements, including the definition, the categories, the language features and the functions. The third chapter elaborates the application and functions of ideational metaphor and interpersonal metaphor in English advertisements. And it analyzes the persuasive function of grammatical metaphor in advertising language in detail.
 
Key words: English advertisements; grammatical metaphor; function

摘  要

当今，广告在人们的生活中已经是随处可见。一条特别的，生动的，有创意的广告总是可以吸引人们的注意力并且将所要宣传的产品的优点直观地展现出来。迄今为止，许多学者从不同的角度对广告语进行研究，例如符号学、文体学、语用学、语篇分析、功能语言学等等。通过收集相关资料，本文作者发现运用语法隐喻可使广告语更加出色并赋予产品更强的竞争力。本文选择韩礼德于1985年提出的关于系统功能语言学中的语法隐喻理论作为依据，简要分析语法隐喻在英语广告的功能。
本文分成三个部分。首先介绍一些包括韩礼德在内的学者们对于语法隐喻的研究成果，再将其研究进行比较，解释本文选择韩礼德的理论作为主要依据的原因；其次对广告的基本知识进行简要概括，包括广告的定义、分类、语言特点及其功能；第三个部分则重点阐述了概念语法隐喻和人际语法隐喻在英语广告语中的功能，并详细分析语法隐喻在广告语中产生的劝说性功能。

关键词:英语广告；语法隐喻；功能