Abstract English commercial advertisements have seen the market in foreign regions and countries with the gradual integration of the world economy。 Many researches have been done about the persuasive style of the advertisements。 However, there are few analyses from the perspective of the appraisal theory。 This thesis attempts to probe the characteristics and the problem-solution pattern in English commercial advertisements from the perspective of appraisal theory by analyzing some typical English commercial advertisements and to demonstrate the aspect of attitude resources in commercial advertisements。 It aims to enrich and deepen the research on advertisements and problem-solution pattern of English commercial advertisements from the perspective of appraisal theory。 81660

Key words: appraisal theory; attitude; English commercial advertisement

摘要近年来随着世界经济的逐步融合，各国争先恐后在异国占领先机市场。广告作为一种说服性文体已被运用许多不同语言学理论分析研究，然而评价理论视角下英文商业广告运用分析还为数不多，所以本文尝试运用评价理论中态度资源来探讨英文商业广告特点及问题解决模式，分析一些典型的英语商业广告, 找出广告语中存在的态度资源，希望能丰盈并加深对广告语研究的探索，也丰硕评价理论视角下英文商业广告问题解决模式。

毕业论文关键词：评价理论；态度；英文商业广告

Contents

1。 Introduction 1

2。 Literature Review 1

2。1 The definition and content of appraisal theory 2

2。2The development and influence of English advertisements 3

3。 The Features of English Advertisements 4

3。1 The Lexical features of English advertisements 5

3。2 The Syntactic features of English advertisements 6

3。3 The Rhetorical features of English advertisements 6

4。The Problem-Solution Pattern in English Commercial Advertisements from the Perspective of Appraisal Theory。。。。。。。。。。。。。。。 7

4。1 The appraisal resources in the ‘problem’ part 7

4。2 The appraisal resources in the ‘solution’ part 8

5。 Conclusion 9

Works Cited 11

1。 Introduction

     With the development of globalization, the world's political, economic and cultural communications are becoming increasingly frequent。 Meanwhile, the role of English commercial advertisements cannot be ignored。 Appropriate rhetorical skills can make advertisements more rich and beautiful in language and artistic conception which can be even more impressive to achieve the aim of marketing。

In recent years, with the gradual integration of the world economy from countries and regions around the world, English commercial advertisements can lead the market in foreign countries,so the crossed advertising language came out and continued to deepen。 And start to form the English commercial advertisements 。Thus, the English commercial advertisements play a very important role in the development of China's economy。 Whatever the life is a wisdom or elegance of glamour in the world which is so creative and wonderful, people have so many choices and can do nothing。 The perfect advertisement is a kind of good way of distinguishing。 Who can advertise well who can win the consumers and the market 。When you can use the advertisements well, you can attract the consumers and increase the profits greatly ,what’s more, you can increase a business degree and enlarge the sense of target market force greatly。 It's also a factor to decide whether to be successful or not。 Finally, about these problems which appear in the commercial English advertisements, i will put forward some feasible solutions and strategies to solve them。