Theme And Thematic Progression Patterns In Advertising English

With the development of commercialization and informationalization of the wholesociety, advertising as a selling and information communicating device is playing a moreand more important role, and advertising language and advertising textual organizationhave attracted more and more attention.The form of text expression is always relevant closely to its purpose and use.Generally speaking, as advertising is used to increase profit by nature, purposes of alladvertising can be described as communicating, informing and persuading. The advertisercould employ a variety of linguistic means to target audience. The ultimate purpose of anadvertiser is to influence uninterested readers and to stimulate them to buy his product orservice. Advertising should attract the readers easily and be understood easily in a shorttime with a short passage. This requires that the topic or subject of advertising should besimple and clear. Thus its text structure should have its own features.This thesis is oriented to make study on the text organization of advertising English tosolve the following questions: (1) What is the relationship between topic or subject andtext organization in Print Advertising English? (2) What are the features of Theme andThematic Progression Patterns in Print Advertising English and why do they occur? (3)What are the possible factors which can influence the text organization of Print AdvertisingEnglish? Studying thirty pieces of advertisements, which were collected from Englishmagazines, based on the theory of Thematic Structure, we can finally know the features ofTheme and Thematic Progression Pattern in them.This thesis can be divided into five Chapters. Some basic notions concerning text andtext analysis will be introduced in Chapter One, such as Thematic Structure Theory,Thematic Progression Patterns. In Chapter Two, the notions of advertising will also beintroduced. Next chapter is Data Collection and Data Analysis. The resources of materials,the collection of data and some necessary explanations will be introduced. Chapter Fourdiscusses the results. The last Chapter is the conclusion.