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摘要：本文采用系统功能语法的主述位理论，对英汉广告语篇存在的异同进行对比研究。有两个原因促使作者进行该方面的研究:首先，近年来国内外许多语言学家进行了大量英汉对比研究，研究的领域和深度都取得了长足发展，成果十分丰富。然而有关广告语篇的对比研究却并不多。广告在当今经济社会中的地位越来越重要，因此，有必要对广告语篇进行研究。其次，主述位结构是分析语篇的重要手段之一，任何一种语言的语篇中，每个句子都可以划分为主位、述位。语篇中前后句子的主位和述位之间会发生某种联系和变化，从而构成连贯的语篇。主述位结构的研究不仅有助于单个语篇的分析，而且也有助于同一类型即同一体裁的语篇分析，还可以用来比较和分析不同类型语篇的篇章结构特点。
     Fries首次提出主位和语篇类型之间可能存在着某种特定的联系，并提出了三个假设。本文从韩礼德的三大功能:概念功能，人际功能和语篇功能，三个方面对英汉广告语篇进行对比分析，试图研究英汉广告语篇在主位选择和主位推进模式上是否存在着异同;并验证Fries所提出的假设:不同的体裁会影响到英汉广告语篇的主位选择及主位推进模式的选择。文章的意义在于证明了主位和主位推进模式的选择与语篇体裁的密切联系，从而证明了Fries的假设，丰富了其理论。此外，通过英汉语篇的对比研究，分析英汉广告语篇在主位选择和主位推进模式上的异同，从而为广告语篇的翻译及教学活动提供了一定的理论指导。
   本文采用定性、定量，并以定量为主的研究方法。文章对所收集的语料，即不同体裁的英汉广告语篇，进行统计分析，归纳数据，进行推断，并通过推断来验证己有的假设。然后文章将对所得出的推断进行分析，作出解释。    本文所搜集的语料分别取自New York Times, News Week，人民日报和羊城晚报，并采用三种体裁的广告:证言式广告，描述性广告，和解释性广告(李中行)。为了确保该对比研究的可信性，文章所选用的英汉各30篇语篇都具有相同或相似的主题。
Abstract：The aim of this study is to compare/contrast advertising text written in bothEnglish and Chinese in terms of Theme and Rheme structure. The motivation forusing the Theme/Rheme structure to analyze advertising texts in the two languagesis two-fold. First of all, while there exists a multitude of comparative studiesbetween the two languages, very little analysis has been carried out in thecomparison of advertising texts between the two languages. Secondly, thematicconsiderations allow the analyst to highlight areas of textual organization in asystematic way for purposes of comparison.    Fries first proposes that there is some interrelation between theme and genre,and puts forward three hypothesis. Based on Fries' hypotheses and the fact that thisis a contrastive stu勿，the hypotheses of this thesis are as follows: Are theresimilarities between the Chinese and English advertisement texts corpora withregard to Theme/Rheme choices and thematic patterning?
   This thesis compares and contrasts English and Chinese advertisement texts interms of theme from three perspectives, that is, the three Metafunctions (Ideational,interpersonal, and textual metafunction) proposed by Halliday. Through the analysis,it shows overall similarity between English and Chinese advertisement in its choiceof theme and TP patterns,interrelationshipbarring certainatical constraints. This proves thereis closebetween thematic choice and choice of TP patterns andgenre, and thus testifies the hypothesis of Fries.
     The corpus for this study consists of 60 texts: 30 from three kinds ofadvertising in English, and 30 from three corresponding kinds of advertising inChinese. In order to guarantee the validity of this comparative study, the Chineseand English texts chosen in this study are of the same or similar topic.
Key words: Genre analysis   Thematic structure Advertisement texts

Chapter One Introduction
Chapter 2 Theoretical Background
Chapter 3 Transitivity and Theme/Rheme
Chapter 4 Thematic Patterning.
Chapter 5 The Interpersonal Metafunction and Theme/Rheme
Chapter 6 Conclusions and Implications.