当前，广告已经成为企业提高产品销量的重要渠道之一。前人已经从语言的不同层面研究了广告语篇及其语篇中的话语策略，但较少研究关注到露露乐蒙（Lululemon）的话语策略。露露乐蒙是一家加拿大跨国运动品牌公司，近年来不断发展壮大。其中，该公司的广告宣传策略对其发展起到了重要的作用。

本次研究将结合批评话语分析和语料库语言学，探究露露乐蒙在广告中使用的话语策略。本次研究将收集露露乐蒙美国官方网站的语料，并导入到语料库软件AntConc。据统计，本次自建的语料库约13000字。本研究的理论框架结合了Fairclough的三维分析框架和历史话语分析方法，共有三个步骤。第一，描写语篇，通过语料库的功能分析露露乐蒙广告中高频词与高频词语的搭配；第二，阐释语篇，结合第一步的结果，参考历史话语分析中命名策略（referential/nomination strategy）与述谓策略（predication strategy），解释广告语篇与话语实践的关系；第三，解释语篇，解释话语实践与广告语篇所代表社会文化的关系。研究结果显示，露露乐蒙使用命名策略将本公司归类为具有极大优点的一个群体，并使用述谓策略将自己与责任感、平等、人性、关怀客户等特点联系起来。上述话语策略隐藏在露露乐蒙的广告语篇之中。本次研究结果为国内公司利用话语策略提高销量和促进品牌发展提供了参考。

本研究在探究文本特征的基础上，解释语篇中的话语策略，并分析语篇背后所代表的社会文化、权力与意识形态。本研究是批评话语分析的一次理论实践，为将来的广告话语研究提供参考与借鉴。在后面的广告话语研究中，研究者还需要收集更多的语料，探究更多的话语策略。

Nowadays, advertisements have been widely used by enterprises to increase product sales. Previous studies have examined the advertisement discourse in different aspects and identified various types of discursive strategies embedded in the discourse. However, very few studies have noticed the discursive strategies of Lululemon, a Canadian company that has experienced tremendous growth in recent years, whose advertisements have applied discursive strategies.

This thesis exploits Critical Discourse Analysis and Corpus Linguistics to explore the discursive strategies in Lululemon’s advertisements. Language data was extracted from Lululemon’s official website and imported to AntConc, a corpus software for linguistic analysis. In total, an approximate 13000-word corpus of Lululemon’s advertisement was built. Combining the three-dimension framework by Fairclough and the Discourse-Historical Approach by Ruth Wodak, the study consists of three steps. After conducting frequency and collocate analysis of the data in Lululemon’s advertisement, the Discourse-Historical Approach was adopted to analyze how referential/nomination strategy and prediction strategy are applied in the discourse, followed by the explanation of the social practices. The results reveal that Lululemon uses referential/nomination strategy to classify the company as a group with advantages, and employspredication strategy to depict itself as responsible, sympathetic, innovative, and equal. These strategies are institutionalized in Lululemon’s advertisement discourse. The findings may serve as a reference for domestic companies seeking to use different discursive strategies to boost sales and promote their brands.

This study applies Critical Discourse Analysis to find out the culture, power, and ideology beyond the text analysis, which might act as a reference for future advertisement studies to find more behind the language. However, more language data might be needed for future analysis, and more discursive strategies should be explored in future studies.