中美药品广告的人际意义对比研究.docVIP

　　中美药品广告的人际意义对比研究----商务英语论文 --CHAPTER ONE INTRODUCTION 1.1 Research Topic This paper is to probe into the interpersonal meaning (hereinafter referred to as “IM”) in vieic Functional Linguistics (hereinafter referred to as “SFL”) of pharmaceutical advertisements, aintain relations ents, for the purpose of arousing their resonance and persuading them to initiate the purchase. The study is a contrastive one. By paring the pharmaceutical advertisements in China and the USA, some mon linguistic features concerning pharmaceutical advertising in the realization of IM as onstrated. ......................... 1.2 Definition of Pharmaceutical Advertisements The root of the eaning to unication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media” (Bovee Arens, 1992:6). Advertising can be categorized into the mercial type and the nonmercial one. As for the mercial advertising, it “promotes goods, services, or ideas for a business aking a profit” (1992:15). Pharmaceutical advertisements fall into the mercial category. They are the non-personal munication of information about drugs, anagement enterprises aking a profit, and publicized through various media. The terms pharmaceuticaladvertisements and drug advertisements referred to herein cover the advertisements for prescription drugs, nonprescription drugs, and health supplements, and are used interchangeably. ............................. CHAPTER Teaning 2.1.1 Definitions of Interpersonal Meaning Bakhtin (1929) is a pioneering figure who first pays attention to th --e interpersonal respect of language in novels, though he does not propose the notion of “interpersonal meaning”. Bakhtin’s approach to munication features the entanglement of participants and their aterial of a particular sound plex” (Bakhtin, 1988, cited in Cook, 1992: 181-182). He pares the production of meaning to that of an electric spark, inals are hooked to