化妆品广告语篇的人际意义探究

An Exploration of the Interpersonal Meaning in Cosmetics Advertisements

作为消费主义文化的重要载体,当代广告是消费主义文化传播最直接和最有力的工具。以Halliday的系统功能语法为理论框架,选取化妆品广告语篇为语料,从语气的角度分析八篇化妆品广告的语言特征,分析八篇化妆品广告语篇的语言特征。研究结果发现,化妆品广告话语语气的运用与分布具有一定的规律性,同时也能较好体现广告商和消费者之间的人际关系。

As a significant medium of consumerism culture, advertisements are one of the most direct and powerful tools of its propagation. With Halliday＇s Systemic-Functional Grammar as a theoretical framework, this paper analyzes the linguistic features of 8 cosmetics advertisements from the point of mood. The research results demonstrate that some common laws exist in the utilization and distribution of discourse mood, meanwhile, cosmetics advertisements can indicate the interpersonal relationship between advertisers and consumers.