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A Statistic Analysis of the Construction of Gender Identity in Interactive Advertisements |
School of Foreign Languages, Jiangsu University |
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Abstract The systemic-functional grammar says that a discourse has three meta-functions: ideational function, interpersonal function and textual function. We start from the interpersonal and ideational functions, select as data two groups of interactive advertisements--men advertisements and women advertisements, and come to the conclusion that men advertisements are significantly higher than women ads in the distribution of such configurations as "imperative mood" ," subject as consumers-finite element" and "actor as consumersmaterial process", and significantly lower in the distribution of the configuration of "senser as consumers-mental process". The obvious disparity in distribution of configurations shows the difference in the construction of gender identity by such discourses, viz. constructing different gender identities.
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