英语广告祈使句的特征与功能

英语广告祈使句的特征与功能
摘  要

文章阐述了祈使句的结构和用法，在广告中的应用及特点，分析其特殊的文体特征与功能。在英语广告中，祈使句的运用有其独特之处：广告语篇不同部位的祈使句功用各有侧重；常用状语交代其动作发生语境；多使用肯定句式。祈使句的功能主要是劝说，恰与广告的劝购目的一致。祈使句通过吸引受众注意，调动他们的情绪，使他们产生认同感，从而实现劝购目的。本文还尝试从系统功能语言学视角，对英语广告中的祈使句从人际功能，经验功能和语篇功能进行初步分析，以加深对广告祈使句的了解。深入了解英语广告祈使句的特点及其与实现广告劝说功能的关系，对在广告中有效运用祈使句无疑极具意义。

关键词：广告英语，祈使句，特征，劝说功能

The Imperative in Advertising: Its Characteristics and Functions
 
ABSTRACT

The paper describes the structures, and uses of the imperative, and analyzes its stylistic characteristics and functions. Functions in different parts of the advertising are different. Imperative often uses adverbial modifier to express the context. And more positive imperatives than negative ones are used in advertising. The imperative’s main function is its persuasiveness, which is also the purpose of the advertising. Imperative attracts and interests the target audience, improves their emotion and makes them accept the advertisements in order to achieve the persuasiveness of advertising. Then the paper attempts to analyze the imperative by using some principles of functional grammar (interpersonal metafunction, experiential metafunction and textual metafunction) in order to well understand the advertising imperative. To well understand the characteristics of the advertising imperative and its roles in helping achieve advertising persuasiveness is very significant in the effective use of the imperative in advertising.

Key words: advertising English, imperative, characteristic, persuasiveness

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