Analysis On Textual Coherence In Internet Publicity Text From The Perspective Of Adaptation Theory

Textual coherence is the criterion to evaluate content integrity, topic consistency, and reliability of the entire textual structure. Research on textual coherence begins with Halliday’s Cohesion Theory, and then foreign and domestic linguists conducted analysis and research from semantic, cognitive, and relevance perspectives, whereas there are relatively few researches from the angle of Adaptation Theory.Adaptation Theory is first studied by Verschueren in his Understanding Pragmatics in1998. It is a new perspective to interpret today’s pragmatics in line with a relatively complete theoretical system. Taking Adaptation Theory as the theoretical basis, this thesis aims at revealing the influences of contextual correlates, structural objects, the dynamics of adaptability and the salience of the adaptation processes on textual coherence. The research on Internet Publicity Text (IPT) concludes that producing publicity text is a process in which users make linguistic choices on basis of internal and external language factors. Language structure and contextual factors which play an important role in communication together with the composition of the dynamic process are considered as the essential conditions to construct textual coherence. In view of the analysis of Internet Publicity Text (IPT), this thesis points out that there are deficiencies in some English Internet publicity text on domestic websites.