3.2 Identifying the field of the advert
　　As revealed by the title 'A story that may just change your career', the subject matter is a 'story' which is somehow related to the career of the reader positioned by the advert. Its function is to tell the potential candidates the requirements of the posts of executive recruitment consultants for the Manchester region of Michael Page International and to attract the most suitable and competent applicants. The requirements listed in the left column (named Part A) are insinuated within a genre of a 'story' which presents a 'guy's life' during three different periods, namely, before he joined Michael Page, after he joined Michael Page, of the present time. The text in the right column (named Part B) succinctly introduces the firm of Michael Page International and its advertising posts as well as the way to apply.
　　As Halliday (1981) states, field is about 'types of processes, participants and circumstances' which is shown through transitivity. For any given clause, there will be an agent, a process and a possible affected entity. Therefore, to identify the field of the advert is to analyze what is going on in terms of the cultural activity or subject matter, and what the processes(mainly material, mental, and relational), circumstances (time, place, manner etc.), and participants (for example, actor, goal, beneficiary in material process; senser, phenomenon, receiver in mental process; identifier, identified, token, value, carrier, attribute, possessor, possessed in relational process) are involved in it(Davies, 2006). In Part A, the narrator 'I', appearing twice in the first paragraph 'I once knew this guy' and in the second 'I saw him', is the agent or actor of the mental processes 'knew', 'saw' while 'this guy' and 'him' are the affected entities. And 'he', the third-person pronoun, occurring for 17 times in the story, functions as the senser of the mental processes 'enjoyed, liked to know, listened, looked, knows, is loving', with 'the world of business' as the phenomenon of mental processes; the actor of the material processes 'had joined, is building, was reaping, was working, is solving, helps', with 'Michael Page' e.g. as the goal of material processes; the identified, or possessor of the relational processes 'was, had', with 'smart, professional' as the attribute of relational processes. And 'he' is also the real or implied agent of the processes 'understood, provided, to help' in two elliptical sentences. Another agent in Part A is 'His customers', the senser of mental process 'loved' while 'him' is the phenomenon. However, in Part B, the agents are mainly the narrator, 'we', functioning as the agent of the material processes 'can make, are seeking, will provide' and the senser of the mental process 'would love to hear'.
　　From the field analysis of the advert, we can see that the heavy use of the single male third-person pronoun as agent of different processes has constructed such a vivid picture of a smart, professional, and confident male person in the business or recruitment world that it evidently excludes female readers as its potential applicants.
3.3 Identifying the tenor of the advert
　　To analyze the tenor of the advert is to answer what are the social relations between the participants involved, to examine the scales of formality, politeness, and impersonality of the language used in this discourse, and to analyze the forms of address, choices in the mood system (declarative, interrogative, or imperative), the use of the modality system (showing the degrees of probability and obligation, such as must, should, possibly etc.), and the use of deixis (serving to point out or specify and divided into different types: person, discourse, empathetic, place, social, and time deixis, such as "this, that", "I, you, it", "here, there" "now" or the use of tenses)(Davies, 2006).
　　In terms of tenor, the advert has four general features: there are many simple sentences some of which are even ungrammatical, and these sentences are segments of complex ones, which may be intentionally separated; almost the whole text is written in the active voice; all sentences are indicative except the last imperative one; and there are only three modal verbs, 'can' twice, 'would' and 'could' once and one adverb 'perhaps' used to show the degrees of probability and obligation. The advert, therefore, sounds more like 'men's speech which is forceful, efficient, blunt, serious, and sparing (Kramer, 1977). The choices within the mood system and the use of the modality system are simple and obvious, therefore I will focus the analysis on the forms of address and the use of deixis.
　　Montgomery (1986b) and Mills (1994, 1995) have discussed the role of direct and indirect address in positing readers/listeners. The second-person pronoun is used to posit the readers as the ratified 'hearer' of the textual voice, while indirect address assumes that readers share the background knowledge with the text where 'certain information is posed to the reader as if it were self-evident' (Mills, 1994). In Part A, the third-person pronoun is predominant maybe because the text is a 'story' about a 'guy', with 'he' occurring seventeen times, 'him' and 'his' three times; and the narrator 'I' is used twice to introduce the story. Although in part A no second-person pronoun is used, the text 'voice' directly addresses the readers primarily in the form of deixis, which is 'the way that the text situates the reader in relation to a textual world through the use of forms' (Mills, 1995), such as 'this, these, it, I, now, then' and the use of present progressive tenses 'is building, is solving, is loving'. In Part B, there are five uses of second-person pronouns, one in subject case, 'you have', one object, 'from you' and three in the possessive form, 'your career, your life, your CV'. The reader is therefore posited as the 'hearer' of the text, directly addressed by the textual 'voice' in a one-to-one, speaker-hearer relationship. And the form of deixis is also employed, such as the use of first-person pronoun 'we' for five times, 'our' three times, and 'us' once, the use of the demonstrative pronoun 'this' three times, non-person pronoun 'it' twice and the use of progressive tense, 'are seeking'. Apart from direct address, it is clear that the reader is also addressed in an indirect way by the self-evident information and background knowledge of the text (Mills, 1995). The self-evident information here is about the world of business and the responsibilities of recruitment consultants and the background knowledge is about the journal 'Financial World' whose readers are mainly and traditionally men. All these shared knowledge between the advert and readers plays a key role in making sense of the advert. For instance, reading the sentence 'If, like this guy, you have the personal charisma, drive and energy to succeed in the world of recruitment', the reader is encouraged to want 'male' attributes and to see 'drive' and 'energy' as male qualities. Because the professionals in the business and recruitment world are mainly male, the self-evident information facilitates the construction of a male dominant reading position which is also suggested by the high occurrence of the third-person pronoun (he), and the masculine style features of the language used in the advert. (责任编辑：南粤论文中心)转贴于南粤论文中心: http://www.nylw.net(代写代发论文_毕业论文带写_广州职称论文代发_广州论文网）