Contrastiveanalysis On Stylistic Features Of English And Chinese Real Estate Advertising-from The Perspective Of Functional Grammar

In modern society, with the development of the market economy and the advances of information technology, varieties of advertising have emerged in people's lives. Advertising can be described as widespread, almost existing everywhere and playing an important role of informing and propaganda. Correspondingly, advertising has become an important source of economic information for both businesses and consumers. Thus, the problem of how to make advertising work effectively and achieve the purposes of it has been placed in front of majorities of advertisers and advertising agents.Nowadays, with the improvement of living standards, purchasing houses has already been quite common in people's lives. As a propaganda tool, real estate advertising has been flourishing and penetrated into every corner of people's lives. As far as the research subject, the thesis is focused on the real estate advertising, to be more exact, it is targeted at the stylistic features of real estate advertising. Real estate advertising has developed its unique stylistic features in the aspects of vocabulary, grammar, syntax, semantics, rhetoric, etc., with the purpose of transmitting information, establishing good images and communicating properly with the audience, based on the traditional advertising principle AIDMA, that is, to attract Attention, arouse Interest, stimulate Desire, enhance Memory, and finally lead the audience to take final Action. Such stylistic features are closely related to the purpose, roles and effects of advertising. In the thesis, the author has chosen 40 real estate ads as corpus, all of which are selected from authoritative real estate advertising companies on the internet, 20 English ads and 20 Chinese ones, all of which own certain degrees of research value and significance.As far as the research perspective is concerned, it is carried out from the perspective of Halliday's Functional Grammar. Halliday has illustrated the relationship between language and its functions. He pointed out that there are three macro-functions of language, also called meta-functions, including the ideational function, the interpersonal function and the textual function. He compared the three meta-functions of language to be a "three-ply rope", emphasizing the equal importance and no distinctions of being primary and secondary. He further added that speakers always tend to reflect the surrounding objective world and their inner world (the ideational function) by means of coherent discourse (the textual function) and personal communications (the interpersonal function). Concerning the relationship of language functions and linguistic expressions, he pointed out that the two aspects are inseparable, due to the fact that linguistic expressions are realized through various linguistic forms, which are actually the expressions of language functions. It is shown that real estate advertising not only has its own unique stylistic features, but also holds certain functional meanings. Furthermore, the stylistic features and functions have been fully embodied in the linguistic expressions. Therefore, the author intends to explore and analyze the stylistic features of real estate advertising from the perspective of the three meta-functions of language.As for the significances and innovations of the thesis, the following points are worth attention. Firstly, concerning the study of advertising texts, it is still popular with the development of the market economy. As a particular kind of texts, real estate advertising is greatly purpose-conscious, in other words, to create profits, and has its own unique stylistic features. These features play a vital role in targeting the audience, seeking potential customers and generating profits. Therefore, the stylistic features and language skills of ads are worth study. Secondly, the study of real estate advertising is still scarce. Thus, stylistic analysis on real estate advertising has pioneered a new field of stylistic research, possessing broad academic prospects. Thirdly, the author attempts to make contrastive analysis on English and Chinese real estate advertising, with hopes to provide proposals for successful translations and writings of real estate advertising. Therefore, the thesis is not only of great theoretical and practical significance, but also of quite feasibility and novelty, to make contrastive analysis on stylistic features of English and Chinese real estate advertising from the angle of functional grammar.Through contrastive analysis, the research findings are as follows: as promotional media, English and Chinese real estate advertising has certain similarities in terms of the functions and roles, analyzing from the point of view of functional grammar. Such similarities are mainly reflected in the language skills, stylistic features and functions employed in such advertising. Of course, between English and Chinese real estate advertising, there exist quite differences due to such factors as cultural differences. Towards the stylistic similarities and differences, the author has made contrastive analysis. Furthermore, in the final chapter of the thesis, namely, the fourth chapter, the authors has proposed several suggestions on English and Chinese real estate advertising writings and translations, to which you can turn for reference.