On Interpersonal Meaning of English Commercials

Abstract Advertising is a special discourse whose aim is to persuade the potential customers to purchase the product。 With the intensification of commercial competition and the development of advertising, advertisers are making every effort to improve the interpersonal meanings of English commercials to make them more persuasive。 87069

This thesis uses Halliday’s systematic functional grammar to analyze the interpersonal meanings in English commercials from the angle of mood system, modality system and person system。 

Mood system is pided into declarative mood, interrogative mood and imperative mood。 The declarative mood and interrogative mood are adopted to information about products and attract readers’ attention respectively, while the imperative mood demands readers’ actions。 Modality system covers modalization and modulation。 Modalization usually provides information while modulation shows advertisers’ promise to readers。 Both of them try to persuade readers to purchase the advertised products。 Person system contains the first personal pronoun, the second personal pronoun and the third personal pronoun。 The first and the second personal pronoun create a close relationship between advertisers and readers。 The third personal pronouns make the introduction of products more objective。

    It is hoped that this study may provide some implications for the study of English commercials from the perspective of systematic functional grammar。

Key words: interpersonal meanings; English commercials; mood system; modality system; person system

商业英语广告的人际意义研究

摘要广告语言是一种特殊文本，它旨在劝说潜在的消费者购买广告产品。随着商业竞争的加剧，广告业的发展，广告人都在尽其所能地增强商业英语广告的人际意义，从而使他们的广告变得更有说服力。

本文运用韩礼德的系统功能语法的理论，从语气、情态和人称为切入点分析了商业英语广告的人际意义。

语气系统包含陈述语气、疑问语气和祈使语气。陈述语气和疑问语气提供了产品信息，吸引读者注意力而祈使语气要求读者采取行动。情态系统包含情态和意态。情态通常介绍信息，意态会体现出广告人对读者的承诺。人称系统包含第一、第二和第三人称。第一人称和第二人称可以在广告人和潜在的消费者之间建立亲密的关系，而第三人称会使产品的介绍更加的客观。

 作者希望本文能为商业英语广告的人际意义研究做出一些补充，给广告研究带来一些启示。

毕业论文关键词：人际意义; 商业英语广告; 语气系统; 情态系统; 人称系统

Contents

Abstract in English。。I

Abstract in ChineseIII

I。 Introduction。。。1

II。 Literature Review。。2

Ⅲ。 Theoretical Basis。。。4

   3。1 Mood System4

   3。2 Modality System5

   3。3 Person System6

IV。 Analysis of Interpersonal Meanings in English Commercials8

   4。1 Analysis of Mood System in English Commercials8

      4。1。1 The Usage of Declarative。。。8

      4。1。2 The Usage of Interrogative 。。。。9

      4。1。3 The Usage of Imperative。。。 11

   4。2 Analysis of Modality System in English Commercials 12

      4。2。1 Modalization。。。13

           4。2。1。1 Probability。13

           4。2。1。2 Usuality。。14

      4。2。2 Modulation。。。15