英文广告祈使句交际动态功能指向分析

广告语篇祈使句中语言成分所负载的交际动态程度是相对的,取决于指向实现交际目的的交际发展过程和各成分所扮演的实现交际、接近交际完成或是提供背景的句中角色。在没有成功的竞争者时,祈使动词的概念成分充当负载交际动态程度最高的焦点,如果有,成功的竞争者接过焦点功能。受众直接从祈使句的核心动词成分开始理解,按照不同的句子语境去体会祈使句的功能指向,更能成功完成英文广告语篇句子的交际目的。本文利用动态交际指向并按照可找到的直接交际语境来判断,再综合其它因素,更具有说服力,同时有利于国内英语学习者从不同角度了解英文广告语篇祈使句的机制,对商务英语教学和实务操作大有裨益。

Communicative Dynamism Functional Perspective Analysis of English Advertising Texts

The degrees of communicative dynamism（CD） of the sentence elements are relative and are decided by the communicative process oriented to the communicative purpose and their roles of attaining or coming closing to the communicative purpose or the role of providing background.Without a successful competitor,the notional component of the imperative verb carries the highest degree of CD,and is the focus.With a successful competitor,the competitor becomes the focus.The audience absorb the imperative sentence initially from the core-constituting verbal element,and understand the functional perspectives of the sentence in accordance with the sentence context,thus more ready to attain the communicative purpose.