| 从图形-背景理论看广告标题的主题功能突显 |
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| 引用本文： | 米卫文. 从图形-背景理论看广告标题的主题功能突显[J]. 佛山科学技术学院学报(社会科学版), 2009, 27(1): 31-35 |
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| 作者姓名： | 米卫文 |
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| 作者单位： | 广东商学院外,语学院,广东,广州,510320 |
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| 摘 要： | 图形一背景理论作为认知语言学的基本理论已被广泛地用于对文本的分析中。运用图形一背景理论．通过凸显文本的某些概念、结构或感官认知。广告能充分凸显其主题功能和特色。具体表现为运用各种各样的语用和修辞格有效地将受众的目光聚焦在作为广告的主题和功能上，通过图形化的表达达到攫住受众的注意力并宣传广告产品的目的。
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| 关 键 词： | 图形 背景 广告 突显 主题 功能 |
The Foregrounding of Theme and Function in Advertising Titles from the Perspective of the Figure-ground Theory |
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| MI Wei-wen. The Foregrounding of Theme and Function in Advertising Titles from the Perspective of the Figure-ground Theory[J]. Journal of Foshan University(Social Science), 2009, 27(1): 31-35 |
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| Authors: | MI Wei-wen |
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| Affiliation: | School of Foreign Studies;Guangdong University of Business Studies;Guangzhou 510320;China |
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| Abstract: | As an important theory in cognitive linguistics,the figure-ground theory has been widely applied in the analysis of all kinds of texts.By applying this theory,the article tries to analyze how advertising,as a special text,effectively focuses the audience's attention on advertising theme and function so as to attract the audience and propagandize the products,by using various sentence patterns and figures of speech. |
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| Keywords: | figure ground advertisement foregrounding theme function |
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