【正文】 畢業(yè)論文（設(shè)計）Lexical Features and the Realization of Textual Function in Advertising English 12. Systemic functional grammar and Textual function 3 Systemic functional grammar 3 Textual function 43. Lexical Features 5 words 5 Coinages，misspellings and abbreviations 7 7 Misspellings 10 Abbreviation 11 Adjective and its parative and superlative degree 123. 4 Compound words 143. 5 Foreign words 17 French 173. Spanish 194. Discourse analysis 20 Context of culture 20 Communication role 225. Conclusion. 23References 24The word ‘a(chǎn)dvertising’, taking its origin from the Latin word ‘Advertere’ which means ‘to catch people’s attention’, is the act to tell the public about a product or a service in order to encourage people to buy or to use it (夏政, 2003). The New Encyclopedia Britannica had defined it as “the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised” (, 1993:113) . Advertising is such a plex phenomenon and process that it is very difficult to define it. It was not until the end of 17th century that with the development of merce the word “advertising” became popular and obtained the meaning of “to spread mercial information”. Ablert Lasker，the father of modern advertising, said that advertising was “salesmanship in print”. American Marketing Association (AMA) defines advertising as the nonpersonal munication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (夏政, 2003). As a kind of English for Special Purpose, advertising English is a term often used to describe a text related to sales promotion. However plex it is, advertising English belongs to the category of languages and makes no exception to those features that languages own, bearing its unique characteristics phonologically, rhetorically, syntactically, and lexically in especial. Advertising English constitutes a lively repository of vocabulary, ranging from the formation to the selection of words. In advertising English, a word that is of regular meaning may evoke a new amazing meaning when used in special context and for certain purpose. Advertising English serves to persuade the existent and potential consumers to pay for the promoted products of certain brand or take the advertised services of some pany. It gives information about the products to consumers, arouses their good feeling toward the brand of the pany, and in the end motivates them to accept their products or choose their services. In order to achieve these goals, therefore, advertising English is supposed to be attractive either visually or acoustically and characterized with sophisticatedlypicked words or phrases. For instance, by breaking the spelling rules people are familiar with, in other words, by creating words or phrases, misspelling and pounding, the adoption of lexical novelty provokes in consumers vivid and impressing image as well as melodious sounds. Psychologists point out that created words help the readers to appreciate the queer spellings and to spend more seconds to connect them with the items being advertised, which in the end impresses the readers with the advertised brand. Moreover, the use of simple monosyllabic words makes it easier for consumers to read and to understand the language and the purposes it contains. 2. Systemic functional grammar and Textual function Since the 1960s, Halliday, the professor of linguistics, has developed a systematic and prehensive theory of language called “SystemicFunctional Grammar (SFG)”, and published his book “An Introduction to Functional Grammar”. Many scholars also published a number of books and papers on systemic grammar. The research of Systemic Functional Grammar began in 1970s and became popular in the late 1980s. Systemic functional grammarAccording to Halliday, “l(fā)anguage had evolved to satisfy human needs。 and the way it is organized is functional with respect to these needs—it is not arbitrary.” “The fundamental ponents of meaning in language are functional ponents.” SFG has two ponents: systemic grammar and functional grammar (Halliday, 2000:F39). In Hu Zhuanglin’s book “Linguistics. A course Book”, he holds that “Systemic grammar aims to explain the internal relations in language as a system network, or meaning potential. And this network consists of subsystem from which language users make choices. Functional grammar aims to reveal that language is a mean of social interaction, based on the position that language system and the forms that make it up are inescapably determined by the uses or functions which they serve.”(2001:409) SFG has classified the language functions into three general functions: Ideational function, Interpersonal function and Textual function Textual functionTextual Function mainly refers to how people organize language and express the connection between information when they adopt certain language. Besides, textual function can show the relation between the transmission of information and the context where the person giving the information. (江淑娟 戴衛(wèi)平，2006). “The TEXTUAL FUNCTION refers to the fact that language has mechanisms to make any stretch of spoken or written discourse into a coherent and unified text and make a living passage different from a random lost of sentences.” “The textual function fulfils the requirement that language should be operationally relevant, having texture in a real context of situation that distinguishes a living passage［…］” (胡壯麟, 2001:420)3. Lexical Features The textual function of advertising English is to equip the customers with the information (the features, benefits, functions, and value of the products, ect.) they need to make purchase decisions. Advertising aims to differentiate products from others, convey information, induce new cu