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

摘要

经济全球化的迅速发展使得英语广告的作用越来越重要。目前，国内外学者从各个角度对英语广告语言做出研究，其中包括从语法隐喻角度的研究。语法隐喻由韩礼德提出，分为概念语法隐喻、人际语法隐喻和语篇语法隐喻。本文在前人的研究基础上，主要探讨概念语法隐喻的实现方式和其在英语广告中的作用。名词化、形容词化和动词化是概念语法隐喻的三种主要表现形式。这三种表现形式在英语广告中有不同的实现方式，并且发挥着不同的作用。名词化能够增加英语广告的可信度并使其变得简洁；形容词化能吸引消费者的注意力，使广告形象；动词化是让广告生动，有动感的最佳方式，能够激发消费者的购买欲。对这三种形式进行探究，有助于对概念语法隐喻的深入了解，对英语广告最终目的的实现有很大的帮助。

关键词：英语广告；概念语法隐喻；形式； 功能

Chapter One Introduction
1.1 The Background and Significance of This Study 
With the development of global economic integration and Chinese market economy, more and more foreign advertising enters into china. At the same time, more and more Chinese advertising are leaving China for the world. All of those situations make more scholars pay attention to English advertising.
Advertising language is one of the most important parts of advertising. At present, there are many studies on advertising language most of which focus on stylistics, pragmatics, discourse analysis, and functional linguistics. For example, Wang Qing studied the language features of English advertising. Chen Yinggu, Ji Guangli and Tang Wensheng, under the cognitive perspective, made a study on the translation of English advertising. However, few studies were made on English advertising focus on ideational grammatical metaphor.