A Brief Study of Interpersonal Meaning of Nine Sampled English Advertising Discourse
Abstract: The current study is focused on analyzing nine sampled English advertisements selected from magazines Time and Newsweek to demonstrate how the interpersonal meaning is realized in the advertising English and how the advertisers establish and maintain the interpersonal relationship with consumers. The study is based on Halliday’s conceptual framework of interpersonal meaning and other related research such as Li Zhanzi's work (2002) Interpersonal Meaning in Discourse. The analysis will be carried out from four aspects: person, mood, modality and eva luation. In the current study, it can be seen that the appropriate choice of the interpersonal elements will help the advertisers to gain better effect which attract the readers/potential consumers and persuade them to take action to purchase the product/service.
Keywords: English advertising, interpersonal meaning, person, mood, modality
英语广告语篇九采样人际意义简介
摘 要 韩礼德（1973）创立了系统功能语言学(简称SFL)，并且提出了语言的三大元功能，即概念功能，人际功能，语篇功能。人际意义是系统功能语法的核心功能之一,近年来这一领域的研究有很大的发展,如马丁(Martin,2000)建立了“评价系统理论”,李战子（2002）对话语人际功能的全面研究等等。本论文将从《时代》，《新闻周刊》选取九篇广告文本，通过运用这些理论成果, 分别从语气、情态、人称和评价系统四个方面对广告文本进行对比分析,探讨这些人际意义在广告语篇中是如何实现，以及广告设计者是如何运用人际意义吸引说服潜在消费者。通过本文的分析，我们可以看到选择适当的人际意义要素，能够使广告商与读者之间更好的交流，从而取得更好的广告说服效果。
关 键 词 广告话语；人际意义；人称；语气；情态
Contents
Abstract 1
摘 要 1
Chapter 1 Introduction 3
1.1 Research background and situation 3
1.2 Objectives of the study 4
Chapter 2 Literature Review 5
2.1 Halliday’s Systemic-Functional Linguistics (SFL) 5
2.2 Interpersonal Meaning 5
2.3 Some other theories on interpersonal meaning 6
2.3.1 J. R. Martin's Appraisal System Theory 6
2.3.2 Li Zhanzi’s Interpersonal Meaning in Discourse 7
Chapter 3 Data collection and methods of the current study 7
Chapter 4 Presentation of Sampled Scripts and Analysis 8
4.1 Person system 8
4.1.1 Interpersonal meaning of the first person pronouns 9
4.1.2 The interpersonal meaning of the second person pronouns 11
4.1.3 The combination of the first and second pronouns 11
4.1.4 The interpersonal meaning of the third person pronouns 12
4.1.5 Conclusion 12
4.2 Mood 12
4.2.1 Speech role 12
4.2.2 Mood system 13
4.3 Modality system 16
4.3.1 Types of modality 16
4.3.2 Interpersonal meaning of modality in advertising discourse 17
4.4 eva luation 19
Chapter 5 Conclusion 20
5.1 Summary 20
5.2 Limitations 21
5.3 Implications 22
References 23
Acknowledgements 23
