analysis of advertising discourse analysis（分析广告话语分析）.docVIP

Analysis of advertising discourse analysis [Abstract] discourse analysis research began in the 1920s and 1930s to the 1960s prospered. Discourse analysis theory because there is a strong generalization ability and explanatory power, has been used to explain a variety of text types. This paper reviews the theory of discourse analysis in advertising research in the field of English conditions, analysis of the scope of the study, related issues, problems and prospects. [Keywords] discourse analysis of advertising discourse I. Introduction Discourse analysis is still an emerging discipline. Back in the 1920s and 1930s, linguists have to look into the use of traction in the language of study. Prague School and the London School is an early exposure to this area theory of school. to the 1960s, the subject gradually developed. Discourse analysis in the context of the ‘linguistics, semiotics, psychology, anthropology, sociology, literature’ (Huang Guowen) theory and other disciplines, it has become a special study of communication in the language of the discipline. Discourse analysis in this discipline has made great progress in recent years, though, but still far from mature, theorists are actively exploring this area. On the concept of discourse, the different linguists have different point of view and some linguists refer to both the written language, but also refers to the spoken language and some linguists think that only refers to the written language of discourse, does not include oral language composite view, linguists agree that: discourse is in use, in a certain context of natural language and discourse analysis of language is communication, ‘it involves language and its usage scenarios (ie, context) the relationship between’ (Huang Guowen) . Discourse Analysis of diversity of content, can be studied Cohesion, coherence, sentence interpersonal relations, discourse structure; also available from the voice, vocabulary, syntax, discourse,