系统功能语法视角下的英语香水广告语分析研究 英语学专业

摘要

英语广告语篇分析始于1980年，迄今为止已经有三十多年的历史了，这些研究更多的是句法特征和修辞特征等语言学角度出发，或者是研究系统功能语法中的人际意义。受布拉格学派影响，韩礼德提出并完善了系统功能语法的三个元功能:概念功能(

ideational

function

)、人际功能(interpersonal

function

)和篇章功能(textualfunction)。自二十一世纪以来，我国学者基于系统功能语法对旅游，房地产，服饰等广告语篇进行了研究，但是在香水广告语方面的研究仍然有所欠缺。本论文从电视、杂志、网络等媒介收集了近年来的知名香水品牌的广告宣传所用的语言，基于功能语法角度下的三个元功能理论做出语篇分析，旨在发现从语言学角度广告是如何实现概念功能，人际功能和语篇功能的，以及商家是如何通过广告的使用实现刺激消费者购买的目的的。通过研究发现:(1)第二人称代词"你"经常出现,同时也使用第一人称代词和第三人称代词，语篇中常用一些疑问句和祈使句，从而和消费者营造一个讨论氛围,这将让消费者放松以实现沟通的目的，从而人际功能得以实现。(2)就语篇功能而言,在主位推进模式方面，香水广告的推进模式强调叙述主题，派生主位模式的应用居多，用相同的主题来组织全文。(3)就概念功能下的及物性而言，物质过程在香水广告中使用居多，其次是关系过程和存在过程，而言语过程、行为过程极少。对于语态而言，主动语态占主导地位;一般在强调香水的设计等特征时才会使用到被动语态。

Abstract

EnglishadvertisingDiscourseanalysisaroseinthe1980andhasahistoryofmorethan30years,ismoreofalinguisticperspective,suchasrhetoricalandsyntacticfeatures,orastudyofinterpersonalmeaninginsystemicfunctionalgrammar.IninfluenceofthePragueSchool,Hallidayproposedandperfectedthreemeta-functionsofsystemicfunctionalGrammar:

ideational

function,

interpersonalfunction

(interpersonal

function),

textual

function

(textual

function).

Since21stcentury,Chinesescholarshavestudiedtheadvertisingdiscourseoftourism,realestateandapparelonthebasisofsystemicfunctionalgrammar,buttheresearchonthelanguageofperfumeadvertisingisstilllacking.Thispaperfromthetelevision,magazines,networksandothermediatocollectrecentyearsofwell-knownperfumebrandadvertisinglanguage,basedonthefunctionalgrammarofthethreemetafunctiontheorytomakediscourseanalysis,tofindoutthelinguisticperspectiveofhowadvertisingworks,Andhowthebusinessisthroughtheuseofadvertisingtostimulateconsumerpurchasepurposes.Accordingtothestudyinthisthesis,somemajorfindingsaregotthat:(1)Inordertoachievetheinterpersonalfunctionsoflanguage,thesecondpersonpronouns"you"appearfrequentlyandboththefirstpersonpronounandthethirdpronounareused.Theimperativemoodandtheinterrogativemoodoftheconsumertocreateadiscussionatmosphere,whichwillletconsumersrelaxandachievethepurposesofcommunication.(2)Intextualmeta-function,forthematicprogression,thepatternofthematicprogressioninperfumeadvertisementsemphasizesthemes.Thenthederivedthemepatternisusedforthemosttime,whichisusedtoorganizethefulltextatthesametimeasaconstanttopic.(3)Fortheideationalfunction,thematerialprocessdominateseverything,andthentherelationshipandexistentialprocess,whichistheperfumeadvertisingdiscourseintherealizationofthethreemajorprocesses.Inaddition,theexistenceprocessalsoappears,buttheuseofspeechprocessandbehavioralprocessislittle.Forvoice,theuseofactivevoiceisinlinewithpeople'sspeakinghabits,whichisconducivetostrengtheningcommunication.Generallyspeaking,thepassivevoiceisusedtoemphasizethematerialanddesignoftheproducts.

关键词：系统功能语法，元功能，香水广告语篇

Chapter1Introduction

1.1Researchbackground

Inthemodernworld,everyoneisgreatlyinfluencedbyadvertising.Asatoolofintroductionandsaleofgoods,advertisinghasbecomeanecessarymeansofcommodityeconomyintoday'ssociety.Thefunctionofthelanguagefeatureshasalsobecomemoreandmoreimportant.Mostofthespaceinmagazinesisgiventoadvertisements.Nomatterinhighwaybillboards,streamers,windowshows,floorandcounterdisplays,transportdecorations,advertisementsareseen.Actuallyalmostinallusablespaces,advertisingisemployedtoput,attractingpeople'seyes.Sincesowidelyusedofadvertisement,theEnglishadvertisingattractsmanyresearchers'attentionandworthinvestigating.Withthedevelopmentoftheeconomyandsociety,peopleattachedimportancetotheirownappearance,sotheperfumehasbecomeanindispensablepartofourlife.

Ontheotherhand,Thepresentstudyprovidesagoodexplanationformanygoodsinadvertisings,suchascosmetics，job,clothes,realestateandvideo,buttherearenotanyreferencesaboutperfumeadvertisinglanguageinSystemic-FunctionalGrammar.Perfumeisveryusefulinourlifeandadvertisingplaysanimportantrole,soitisimperativetostudyperfumeadvertisinglanguage.

1.2Researchquestions

ThethesismainlybasedonHalliday’sthreemeta-functionsoflanguage,itfocusonEnglishperfumeadvertisingslanguage.Systemfunctionalgrammarisconsideredtobequitetheoreticalandpractical.Thethreemetafunctionsinthissystem'sfunctionalgrammarareextremelyabstractandcanbeeasilyusedtoanalyzelanguages.Halliday'ssystemicfunctionalgrammaristhemostinfluential,whichaimstoprovidethebasisoftheoreticaldiscourseanalysis.ThepaperprovidessomeexamplestoprovethatHalliday'sSFGplayaroleintheEnglishadvertisingdiscourse.TheanalysisofEnglishadvertisingisactuallyveryeffective.Inaddition,Ihopetodrawsomeconclusionsthatlanguagecanhelpyouwriteadsinthefuturefromtheadvertisingdiscourseanalysis.Hopefully,itwillgiveanswerstothefollowingquestions:

1.Howistheinterpersonalmeta-functionrealizedinperfumeadvertisinglanguagebythetransitivityandvoice?

2.Howisideationalmeta-functionrealizedinperfumeadvertisinglanguagebythemood,modalityandpersonpronounsystem?

3.Howistextualmeta-functionrealizedinperfumeadvertisinglanguagebythethematicsystem?

1.3Researchsignificance

ThisthesiswillusethequalitativeanalysistostudytheperfumeadvertisingsandwillbebasedonSystemic-FunctionalGrammar.ThematerialswillbesearchedfromtheinternetabouttheperfumeofficialweborTV.Theanalysisprocesswillinclude,firstly,classifyingdifferenttypesofperfumeadvertisings;secondly,distinguishdifferentadvertisings;thirdly,combinethreemeta-functionstoanalyzedifferentperfumeadvertisings.Themainsignificanceofthepaperistohelptheadvertisersknowabouttheperfumeadvertisinglanguage,whichattractscustomersandstimulatethepurchasedesire.Foradvertisers,theyneedtocreateattractiveadstoincreasesalesvolume,whichmakestheanalysisoftheadvertisinglanguageparticularlyimportantforthem.Inordertostimulatethedesireofcustomers,itisnecessarytoanalyzetheHalliday’sthreemeta-functionsoflanguageinfluenceontheadvertisinglanguage.Thethesisprovidesanewperspectiveforstudyingperfumeadvertisinglanguage,andtheresearchwillbuilduptheabilitytouselanguage.

1.4OrganizationofThesis

Thisthesiscanbedividedintofiveparts.

Chapteronegivesanintroductiontoresearchbackgroundofthisstudyaswellasthesignificanceoftheresearch.Also,therearesomeresearchquestionsproposed.Atlast,itprovidestheorganizationofthesis.Chaptertwogivespreviousstudiesonsystem-functionalgrammarandadvertisingdiscoursesathomeandabroad.Asthemaintheoreticalframeworkofthispaper,thethreemeta-functionswillbegivenstatementfrompreviousstudies.Chapterthreeisthetheoreticalframework,whichwouldbeappliedinthisthesis.Interpersonalfunctionwillbeintroducedrespectivelyfrommoodsystem,modalityandpersonpronounsystem.Ideationalmeta-functionwillbeintroducedfromtransitivityandvoice.Textualmeta-functionwillbeintroducedfromthematicsystem.Chapterfouristhebodypartofthisthesis.Itanalysestheperfumeadvertisingdiscoursesfromtheperspectiveofthreefunctions,followingtheframeworkinthepreviouschapter.Respectively,fromthetheoryoftransitivitysystem,voicesystem,moodsystem,modalitysystem,andpersonpronounsystem,andcasestudyaregiventoanalyzetherealizationofinterpersonal,ideationalandtextualfunctioninadvertisingdiscourses.Chapterfivedrawsaconclusion，summarizingmajorfindingsandlimitationsinthethesis,andthrowoutsuggestionsforfuturestudiesinthisfield.

Chapter2Literaturereview

ThispartwillgiveabriefreviewofthepreviousachievementsinadvertisementsandpreviousresearchesrelatedtoSystemic-FunctionalGrammarstudiesabroadandinChina.

2.1studyofSystemic-FunctionalGrammarfromhomeandbroad

2.1.1StudiesAbroadaboutSystemic-FunctionalGrammar

Fromthe1950stothemid-1960s,Hallidayexploredanddevelopedsystematicgrammartheory.Inforeigncountries,systematicgrammartheoryisdevelopingrapidly,theteamofresearchandpracticeisgrowing.BrasseurF(1977)proposesaninformationonthesemiologicalapproachtolanguagestartingfromthesystemicperspective(latertobesaidstructuralist)whichhasbeenintroducedbytheSaussure.From1970s,beingstudyingonSystemic-FunctionalGrammar,somescholarsbegantofocusoncognitionandlanguage.Otherscholarsarefocusonthefieldoftranslation,FerdowsAghagolzadeh(2012)publishedTheAnalysisofEnglish-PersianLegalTranslationsBasedonSystemicFunctionalGrammarApproach,indicatingthetheoryprovidesanappropriatecriteriaandscaleforevaluatingtheaccuracyofthelegaldocumentstranslation.AherehJafarian(2015)investigatesFamiliarityofIranianESPTeachersandESPCourseLearnerswithAcademicRhetoricwithinaSystemicFunctionalGrammarbasedontheireducationalLevel,AgeandGender.Itisclearlyindicatethatthestudyoftranslationandeducationhasappliedforthetheoryintherecentyears.Theseresearchesgiveasolidfoundationonthesystematicgrammartheory.

2.1.2StudiesinChinaaboutSystemic-FunctionalGrammar

Comparativelyspeaking,thedomesticSystemic-FunctionalGrammaronstartedlately,butithasbeguntoarousetheattentionofthelinguisticcirclesfrom1980s.Withthedevelopmentofadvertisingsindustry,somescholarsbegintoanalyzeadvertisingsonSystemic-FunctionalGrammar.Wu(2001)wrotetheessayaboutEnglishadvertisingsonSystemic-FunctionalGrammar,andthispaperexpoundsthatthefieldofdiscourse,tenorofdiscourseandmodeofdiscoursehavegreatinfluenceonthecharacteristicsofadvertisingEnglishtexts.AccordingtoYang(2006),sheappliedthesystemic-FunctionalGrammarforthepublicadvertisings,Itisfoundthatpublicwelfareadvertisersskillfullyusevariousvocabularyandgrammaticalmeanstomanipulatetheinteractionandconsultationbetweenreaders.ThescholarshavetakentheresearchaboutadvertisingsonSystemic-FunctionalGrammarintherecentyears,suchasjobadvertisements,clothesadvertisements,realestateadsandvideoads.

2.2StudiesofEnglishadvertisinglanguagefromhomeandabroad

Withtherapiddevelopmentofadvertisingindustry,manyscholarsabroadandathomepaymoreandmoreattentionontheEnglishadvertisinglanguage.TheyuseddifferentapproachtostudytheEnglishadvertisinglanguage,suchasstylisticapproach,pragmaticapproach,communicativeapproach,semioticapproachandSystemic-FunctionalGrammarapproach.Pandya(1977)foundthattheuseofmoodcanshortenthedistancebetweenadvertisersandcustomers,differentmoodscanproducedifferentmeanings.HemakesagreatcontributiontotheapplicationoftheSystemic-FunctionalGrammaronEnglishadvertisinglanguage.Inchina,afterthedevelopmentoftheSystemic-FunctionalGrammar,manylinguisticscholarsbegintoanalyzetheEnglishadvertisinglanguagefromtheperspective.

Chapter3TheoreticalFramework

ThethesisanalyzesEnglishperfumeadvertisingdiscoursefromtheperspectiveofSystemic-FunctionalGrammar,namely,ideationalmeta-function,interpersonalmeta-functionandtextualmeta-function.

3.1Ideationalmeta-function

BloorandBloorM.(1995)arguethat,Whenpeoplespeak,languageisemployed

to

talk

about

what

goeson

around

them

and

inside

them,fromdescribingtheevents,narratingthestatestoconcerningtheentitiesinvolved.Inthebeginning,ideationalmeta-functionisinvolvedtwocomponents:experientialfunctionandlogicalfunction.Butlater,bothofthemaregatheredtogetherbyHalliday(1994)andnamedasideationalmeta-function.Thethesispaysattentiontotheformerfunction.Underthatcircumstance,itdealswiththerelationshipbetweenhumansandexperientialworld.

3.1.1Transitivity

Transitivityisanimportantperspectivetoanalyzesomesentences.Itisthesubsystemofideationalmeta-function,andservesthefunctionofdescribingwhatgoesaroundpeopleandinsidethem,whichcanbefulfilledbyitssixtypesofprocesses,thatis,material,relational,mental,behavioral,verbalandexistentialprocesses.Thematerialprocessisconcernedwiththeactions:doing,playing,beating,catching,running,andsoon.Intheprocess,thereinvolvedtwomembers:ActandGoal.Theactorplayssomephysicalactionstotheobject,andthentherelationshiprealizesthematerialprocess.Thematerialprocesscantransferinformationtothereaders.

Yang(2001)arguedthat,therelationalprocessistheprocessofbeinganditfallsintotwotypes:attributiveandidentifying.Thisprocessisusedtorepresentarelationshipbetweentwoseparateentities,namely,somethingissaidtobesomethingelseortobeofsomequality.Inordertodemonstratethatkindofrelationship,suchverbsas"be"or"have"areused.Forexample,Susanisbeautiful.Thatisarelationalprocess,andspeakingsimply,therelationshipbelongstoattributivewiththeuseof"is".Butinthissentence"Susanistheteacher",therelationshipofwhichisidentifying,because"theteacher"isSusan'sstatus,"is"isidentifying.Besides,"have"canalsobeusedtoexpresstheattributiverelationship."Susanhaslonghair."inthissentence,"has"describesSusan'scharacteristic.

Thebehavioralprocessisbetweenmentalprocessandmaterialprocess.Itisclosetomentalprocessbutreflectsanactiveconsciousprocess,likelooking,listening,staring,laughing,cryingandsoon.Thebasiccomponentsoftheprocessframeworkarebehaverandprocess.Thedifferencebetweenmentalprocessandbehavioralprocessisthattheformerpaysattentiontotheresultofactionwhilethelatteristodescribethebehavioroftheactor.Seethetwoverbs"listen"and"hear"."Listen"isbehavioralwhile"hear"ismental.

Theverbalprocessexpressestheprocessofsaying,whichisbetweenthematerialprocessandmentalprocess,butclosetotheformerone.ThebasicelementsoftheprocessareSayer,Receiver,Verbiageandprocess.Suchverbsassay,tellspeak,talk,explainarealwaysusedinthiskindofprocess.Theexistentialprocessjustconveysthemeaningoftheexistenceofanentity.Thecommonlyappearingwordsarethereandhere.Onlyoneparticipantexistsinsuchgrammaticalstructures,calledtheexistent.Forexample,thereisanappleonthetable.

Thementalprocessisconcernedastwobasiccomponents,SensorandPhenomenon,whichistheprocessofsensing,suchasfeeling,imagining,loving,knowingcanberepresented.

3.1.2Voice

Voicesystemisanothersubsystemwithinideationalmeta-function.Traditionalgrammarshowsthatvoicesystemisconcernedwiththesubjectandpredicate.Andotherpartsofthesentencecanalsoimpactthetypeofvoice.Asisknown,consideringtheclassificationofthegiverorthereceiverofact,voice

can

be

divided

into

active

voice

and

passive

voice,

and

the

choice

of

subjectcanmaketheactorinactivevoiceorinpassivevoice.

3.2InterpersonalMeta-function

Whenpeoplecommunicatewithothers,languagewillserveasamediumtobuildandkeeprelationshipswithindividualmembersandeventoimpacttheiremotions,behaviorandlife.

3.2.1Moodsystem

Whentalkingaboutmoodsystem,Halliday(2008:110)pointedoutthatinaproposition,informationisexchangedthroughlanguage,andthelanguagecouldbearguedabout“somethingthatcanbeaffirmedordenied,andalsodoubted,contradicted,insistedon,acceptedwithreservation,qualified,tempered,revertedandsoon."

Moodsystemexpressesthespeaker'sorwriter'sattitudetowhatissaidorwritten.Thesemanticfunctionistocarrytheburdenoftheclauseasaninteractiveevent.Moodsystemisrealizedbymoodelements.Themoodelementconsistsoftwoparts:thesubjectandthefiniteoperator,whichdecidewhichmoodwillbeused.Thesubjectistheentitywhichisoftenresponsiblefortheactivityinaclause.Subjectisthenounorpronounwhichinpersonandconcordswiththeverbs.Itisanominalgroupinmostcases,oftenappearingaspersonalpronounsornominalcompoundsatthefirstplaceandreplacedbypersonalpronouns.Thesubjectisnotequaltotheactor,althoughthetwooverlapeachothereverynowandthen.Therefore,identifyingthesubjectdoesn'tdependonitsposition,butrelyonthefunction.

Halliday(2008:111)explainthatthefiniteelementis“oneofasmallnumberofverbaloperatorsexpressingtense(e.g.is,has)ormodality(e.g.can,must).”Finiteelementmakesitpossibletonegotiateaboutthevalidityofanactivityandenablessomethingtobearguedabout.Itplayedarolebymeansoftworeferences:thetimeofspeakingandthejudgmentofthespeaker.

3.2.2Modalitysystem

Hu(2002)pointoutthetermcanbecategorizedintomodalizationandmodulation,namely,probability,usually,obligationandinclination.Firstly,modalityexpresseshowvalidtheinformationthatpeopleprovided.Inthisprocess,probability(likelihood)andusuality(frequency)areinvolved.Theformercanbeexpressedbythewordsprobably,possible,may,andsoon.Thelatterwillbeexpressedwiththeuseofsometimes,always,often,andsoon.Ontheotherhand,whenpeopleexpresstheconfidenceofsomethingrelatedtogoodsandservice,themodalityisalsoused.Whenpeopleorderorcommand,theuseofsomemodaloperatorsisobligational,suchasshould,must,andsoon.Whenoffergoodsandservices,thedegreeofinclinationshouldberepresentedbyusingwill,would,may,andsoon.

3.2.3PersonPronounsSystem

InhismasterpieceAnIntroductiontoFunctionalGrammar,Halliday(2009)referstomoodsystemandmodalityasthetwomainwaysofrealizinginterpersonalfunctionoflanguage.Andhisstudiesaboutpersonpronounsaremorelinkedwithcohesiontheoryasoneofitsimportantresearchbranch.However,manyotherscholarsandresearchersholdthatstudiesonfunctionsofpersonpronounsarecloselylinkedwiththeirinterpersonalfunctionandtherealizationofinterpersonalfunctioninadiscoursecouldrelyonpersonpronounstosomeextent.LinguistCarter,R.A(1987)pointedoutthatthereferenceofpersonalpronounsindiscourse“Can”tellushowtheauthortreatsthecharactersinthediscourseandthey

can

establish

a

certain

relationship

between

the

author

and

the

reader.

Personal

pronounsaremadeupofthreeparts:thefirstperson,thesecondpersonandthethirdpronoun.Grammaticallyspeaking,thefirstpersonpronounreferstothespeakerorwriter,thesecondpersonpronounmainly

refers

to

the

listener,

and

the

third

person

refers

to

the

other

person

involvedinthecommunicativeactivity,andtheyareusuallynotshowingtheirpresencearound.

TheFirstPersonPronouns

InadvertisingEnglish,thefirstpersonpronounsareoftenappliedtorefertotheentityofadvertisinginsteadofthenameofcompanyoritsproducts,andsometimestheyarealsousedtoincludetheaudience.Pronouns“I”and“me”andtheircorrespondingforms“me”,“my”and“mine”.“our”,“ours”and“us”areoftenusedexpectingconsumerstofeelintimate.

TheSecondPersonPronouns

Comparingtothefirstpersonpronouns,thesecondpersonpronounsaremainlyappliedwhenrefertothelistenersorthepotentialconsumers.Pronoun“you”isimportantforpullingtheaudienceoftheadvertisementintotheitssceneandcreatinganintimaterelationshipwithproducts.Theadvertiserwantstofoundanintimaterelationshipwiththeaudiencethroughintimateaddress.

TheThirdPersonPronouns

Insomecases,inordertostrengthenhumanityandkindness,thethirdpersonisordinarypeoplewhogivesuggestiontotheaudiencetousethisproductorservice.Sometimesadvertiserstrytoshowtheobjectivityoftheiradvertisementsbytransferringinformationthroughthethirdpersonpronounsorthethirdparty.Thepersonorpartytheychoosegenerallyenjoyspublictrustandinfluenceandsayshighoftheproductsorservice.

3.3TextualMeta-function

Whenweinteractwithpeople,talkingwiththemaboutsomethingorgettingsomethingdone,playingideationalandinterpersonalmeta-functions,weconstructthemessageinawaythatallowsittofitsmoothlyandfluentlyintothespeechortext.Itisknownasthetextualmeta-function.

IntheopinionofHalliday(2000),threesubsystemsareinvolvedinthetextualmeta-function:thematicsystem,informationsystemandcohesionsystem.Thiscurrentresearchonlyfocusesonthethematicsystem.Intermsofit,thecenterofanalysisisthematicstructureandthematicprogression.IntermsofThematicProgressionpatterns,Zhu(1995)believesthatitfallsintofourtypes:constantthemepattern,linearthemepattern,splitthemepattern,andderivedthemepattern.Eachthemepatternwillbeshownbythefollowingfiguresonebyone.

TheConstantThemePatternmeansthateachclausesharesthesametheme.

Clause1:Theme1Rheme1Clause2:Theme1Rheme2Clause3:Theme1Rheme3

Figure3.1TheConstantThemePattern

Whenthethemebecomesthethemeofsubsequentclause,thiscircumstancebelongstoLinearThemePattern.

Clause1:Theme1+Rheme1Clause2:Theme2+Rheme2Clause3:Theme3+Rheme3

Figure3.2TheLinearThemePattern

DerivedThemePatterndepictsthatthemepositionsareconnectedinsensenotnecessarilyinform.ChapterfourwillgiveCaseanalysisanddiscussion

Them(CoverTerm)Theme1+Rheme1Theme2+Rheme2Theme3+Rheme3

Figure3.3TheDerivedThemePattern

Chapter4AnalysisofEnglishperfumeadvertisementwiththreemeta-functions

4.1AnalysisofEnglishPerfumelanguagefromtheperspectiveofideationalmeta-function

Asweallknow,theideationalmeta-functionisdecomposedintotwosubsystems,namely:transitivityandvoice.ThediscourseanalysisofEnglishperfumewillbeanalyzedfromthepointoftheabovetwosubsystems.

4.1.1CaseStudyoftransitivity

Transitivityisthemostimportantconceptinideationalmeta-function.Thetransitivitysystemincludessixprocesses,thatis,thematerialprocessandthepsychologicalprocess,relationalprocess,behaviorprocess,verbalprocessandexistenceprocess.Inthefollowing,adetaileddiscussionisshowninordertoanalyzetheEnglishperfumeadvertisingdiscourse.Thestudyanalyzesthesixdifferentprocesseswithintransitivityasanexampleandthedetailedinformationwillbeshown.Forexample:

Perfumeadvertising

LancomeTRÉSOR:(1)Love.Romance.Elegance.(2)TRÉSORisforawomanwhounderstandsthattimeispreciousandmomentsinthisfast-pacedworldaretobetreasured.(relationalprocess)(3)Becauseloveisatreasure,andTRÉSORevokesthatfeelingofeverlastinglove,itmakesherasradiantandpreciousasthefragranceshewears.(materialprocess)(4)SharetheemotionofeverlastinglovewithTrésor,thefragrancefortreasuredmoments.(5)Theeleganceofrose,mugentandlilacandthesparkleofpeachandapricotblossomarejustafewnotesthatdefinethisluminousfragrance.(relationalprocess)(6)Adelicateandlightfragrancewitharomanticandsmoothtouch.

Perfumeadvertising

DolceGabbana:(1)Inthesun-kissedtopnotes,juicymandarin,brightneroliandairymagnoliaexpressitsradiance.(materialprocess)(2)Thecoconutessence,auniquenaturalextractofthefruit’swhiteflesh,accentsthecreamyfreshnessofthefrangipaniblossomingpetals.(materialprocess)(3)AsilkyalmondmilkaccordevokesthetraditionalsweetsofSicily.(materialprocess)(4)Enrichedwithvanillaabsoluteandsandalwood,itextendstheexquisitesensualityofthefrangipaninoteintothedrydown.(materialprocess)

Perfumeadvertising

GABRIELLECHANEL：(1)TheGABRIELLECHANELfragrancewascreated

around

four

points

of

light

from

fourwhite

flowers:

Orange

Blossom,

Ylang-Ylang,

Jasmine

and

Grasse

Tuberose.(materialprocess)(2)OlivierPolgecraftedtheperfectwhiteflower.(materialprocess)(3)TheonlyflowerthatcouldembodytheunrestrainedfemininityofGabrielleChanelherself.(materialprocess)

Perfumeadvertising

DiorEaude:(1)ThenewMissDiorEaudeParfumrevealsthefemininityofasensualfloral.(materialprocess)(2)ItsheartisafloraldeclarationthatcombinesthebeautyofGrasserosewiththeboldnessofDamascusrose,bothwrappedinaribbonoffreshCalabrianbergamot.(relationalprocess)(3)ThishandcraftedcreationiswovenwithrosewoodfromFrenchGuianaandpinkpepperfromRéunionIslandforheightenedcharacter.(4)AMissDiorthatwillleaveyoulovestruck.(5)IrefinedthefloralityofMissDiorEaudeParfumtorenderitsensualandsuggestive.(materialprocess)(6)Ithadtoburstlikethatfeelingoffallingheadoverheels.(materialprocess)

Perfumeadvertising

EstéeLauderPleasuresEaudeParfumSpray:(1)Createdin1995,EstéeLauderPleasuressetthetrendforuplifting,airyfragrancesandintroducedtheSheerFloralfragrancetype.(materialprocess)(2)EvelynLaudercreatedittohaveasheer,elusive,luminousquality.(materialprocess)(3)Itcapturestheclarityofflowersjustafteraspringrain.(materialprocess)(4)Thiswonderfulfragrancehasbeenoneofbestsellingfragrancesformanyyears.(relationalprocess)(5)"Whateverthefragrancewastobe,Iwantedittohaveanelusive,texturalquality,"saidEvelynLauder.(verbalprocess)"AndwehaveachieveditwithEstéeLauderPleasures.(6)Forthefirsttime,thereisafragrancethatunfoldslikeaflowerinthewarmthofthesun,surrenderingitsscentlittlebylittle."(existentialprocess)

Intheseperfumelanguage,wecanseethematerialprocessismostcommonlyusedinallprocesses.Itgivesalotofproductinformationtotheconsumers,sothepurposeofAdvertiseristoprovideproductinformationtopotentialconsumerstohelpthemexpressanddescribethefunctionsofanentityoractionofexternalworld.Thatismaterialprocess.Arelationshipprocessisusedtorepresenttherelationshipbetweentwoseparateentities,thatis,so