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Abstract Over the past several decades, a lot of linguists are dedicated to the discourse analysis from different perspectives, such as pronunciation, vocabulary, syntax, cognitive features and its cultural connotation. In the recent years, many linguists are interested in the interpersonal meaning of advertising discourse. 53751
This thesis is based on the studies of systemic-functional grammar and English advertising discourse. It focuses on the realization of interpersonal meaning by analyzing person, mood and modality system. The study is conducted to find out how the English advertising discourse realize the purposes of transmitting information, bridging the gap between the advertiser and the advertisee, thus to have a better interpersonal communication.
Keywords: interpersonal meaning; systemic-functional grammar; person system; mood system; modality system
摘要在过去几十年中，许多语言学家从不同角度致力于广告语篇的研究，涉及语音、词法、句法、认知特征及其文化内涵。近年来，广告话语的人际意义引起诸多学者的兴趣和关注。本文旨在以系统功能语法为框架，以英语广告语篇为载体，从人称系统、语气系统和情态系统三个方面研究广告语篇中人际意义的表达，对英文广告如何达到传递信息，拉近广告人与广告受众者之间距离为交际目的，对广告如何更好地实现其在人际交流中的人际意义进行讨论。
毕业论文关键词： 人际意义；系统功能语法；人称系统；语气系统；情态系统
Contents
1. Introduction １
2. Literature Review １
3. Systemic-Functional Grammar and Interpersonal Meaning ３
3.1 Introduction to Systemic-Functional Grammar ３
3.2 Introduction to Interpersonal Function ４
3.3 The Interpersonal Meaning of English Advertising Discourse ４
4. Person System in English Advertising Discourse ５
4.1 Person System ５
4.2 The Realization of Person System ５
4.3 Case Study---Iphone4s ７
5. Mood System in English Advertising Discourse ９
5.1 Mood System ９
5.2 The Realization of Mood System ９
5.3 Case Study---English Water-Saving Advertising １０
6. Modality System in English Advertising Discourse １２
6.1 Modality System １２
6.2 The Realization of Modality System １２
6.3 Case Study--- Mercedes-Benz Advertisement １３
7. Conclusion １４
Works Cited １６
1. Introduction
With the development of economy and the advancement of society, the advertisement exists in every corner of our life. As an important means of information transmission, it becomes indispensable in public life. American Marketing Association defines the advertisement as: Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideals by identified sponsors through the various media (Qi Yunfang, 2003:5). The success of advertisements to a great extent depends on their languages. As the most widely used language in the world, English will become more communicative when combined with advertisements.