3.4 Identifying the mode of the advert
　　To study the mode of the advert is to identify what medium of communication is used, what kind of language is used (spoken, written language or a combination of the two), and what channel is used (for instance, whether it is face-to-face interaction, or communication by telephone or email, etc) through analyzing its textual dimension, theme, information focuses, and cohesion devices (Davies, 2006).
　　 The medium of communication of the advert is written language but has some features of spoken language combined with four pictures. The theme of the recruitment advert undoubtedly is the requirements of the post and the profile of the company. Since the posts are executive recruitment consultants, the vocabulary of the advert is specifically related to the events or activities of the business or recruitment world and the presupposing abilities or personalities needed in the particular world. For instance, 'building relationships, know what challenges were facing his clients, help them making decisions, turnover in excess of ￡450 million' are the events or activities in the business or recruitment world which are more familiar to the male readers, whereas 'smart, professional, confident, entrepreneurial, charisma, and aspiring' are the personalities usually associated more with men than women. As to multimodality, Wahlster (2006) states 'Text and images are ubiquitous in human communication and there are deep connections between the uses of these two modalities. In multimodal communication humans take advantage of both the individual strength of each communication mode'. In the advert, the text 'switched on' is echoed by the picture of the switch, 'Manchester region' by the map, 'a turnover in excess of ￡450 million, and excellent salary and benefit package' by the wallet, 'we would love to hear from you' by the handclasp of two men. Thus the text and images combine together to facilitate the communication with the readers. Cohesion devices used in the advert involves reference, repetition, ellipsis, conjunction, and linkers. Reference can be seen as 'he' referring to 'this guy', 'these' to the reasons listed above, 'it' to the job involved and 'this' to the profile of the company. As to repetition, 'change your career, building relationships, make decisions, confidence, know more about the economy, drive, talented' are good examples. The elliptical sentences are 'And understood. And then provided the platform', in which 'he' is omitted, and 'Not just because…But because…', in which the main clause 'His customers loved him' are elided. The latter one with another two similar sentences in the second and forth paragraph can also be seen as parallelism to emphasize the cause clauses. The main conjunctions are 'because, and, but, if'. The linkers are 'once, the next time, sure, yes'. The above mode analysis shows that the substantive words used in the advert are often connected with the man's personality or activity and the sentences used are quite simple but express assertive meaning, which is mainly considered as the features of man's language. Therefore, the advert essentially aims at male readers and discourages women to apply for the posts.
IVConclusion
　　To summarize, we can say that the recruitment advert of 'Michael Page' stereotypically positions a dominant male reader because of the heavy use of the single male third-person pronoun forms 'he, his, him', because of the use of simple and assertive sentences, which are contrast to the main features of women's language, because of the commonsense about the 'Financial World' as well as the real business or recruitment world, because of the vocabulary semantically related to this world in which the advert nevertheless targets male readers, and because of the use of multimodal communication in which texts and images are well combined to construct an ideal male reading position. Therefore, we conclude that there is sexism in this recruitment advert of 'Michael Page'. However, there are also some weaknesses within this register analysis of the recruiting advert. For example, since every text has more than one reading position, different individuals do not necessarily interpret the same text in the same way. So the final interpretations will differ dramatically.
　　
　　References:
　　[1]Davies, D. Language, discourse and society: genre, register and style. Handouts of School of Education, University of Leicester,2006.
　　[2]Gregory, M. and S., Carroll Language and Situation: Language Varieties and their Social Contexts. London: Routledge,1978.
　　[3]Halliday, M.A.K., McIntosh, A. and P. Strevens. The Linguistic Sciences and Language Teaching. London: Longmanm,1964.
　　[4]Halliday, M.A.K. Linguistic function and literary style: an inquiry into the language of William Golding's 'The Inheritors'. In Freeman, D (ed.) Essays in modern stylistics. London: Methuen, 1981: 325-60.
　　[5]Halliday, M.A.K. and R. Hasan. Language, context and text: aspects of language in a social-semiotic perspective. Victoria: Deakin University Press,1985. (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）