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With the continuous development of the socio-economic and science and technology , advertising is playing an increasingly important role , and the advertising language more and more . Home and abroad , although there are many scholars from different angles , such as sociology , pragmatics , psychology , rhetoric to explore the characteristics of advertising language , but from the perspective of text linguistics , and television advertising discourse specialized subjects the study does not have much . Therefore, as the focus on the object of this discourse , Halliday , Hasan 's cohesion theory and research scholars in recent years, the combination of the domestic part of its convergence mechanism , respectively, to examine all aspects of the grammar, vocabulary , voice . The paper is divided into five parts , the first part is the introduction , describes the research object , background , meaning and purpose ; briefly reviewed in the second part of the discourse coherence and cohesion theory , pointing out that the definition of convergence and its discourse coherence relations , and the convergence is divided into dominant and recessive two categories ; third and fourth part focuses on the convergence of television advertising discourse manifested in various forms . Which dominant convergence including structural convergence and non - structural convergence , structural convergence thematic structure , physical structure , information structure , tone , structure and balance structure , non-structural convergence include syntax cohesion, lexical cohesion and voice convergence ; Covert Cohesive mainly include situational the omitted and background Ellipsis two , have carried out a detailed analysis of the performance of each interface and its role , the article ; part V is the conclusion . By the convergence of television advertising discourse will occur and understand the mechanism of this discourse to a more in-depth understanding , but also hope that this study can help and learn from the actual creation of the advertising .
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