中文化妆品广告语篇的人际意义分析

An Analysis of the Interpersonal Meanning in Chinese Cosmetics Advertising Texts

人际功能是语言的三大元功能之一。利用系统功能语法中的人际功能为理论框架,从语气和情态角度对6篇中文化妆品广告的语言特征进行分析,得出中文化妆品广告语篇在实现人际意义时运用的语气和情态具有一定的特点和规律。陈述、疑问语气提供信息,感叹、祈使语气求取购买,广告商更愿意使用低值情态词来吸引消费者。

Interpersonal function is one of the three metafunctions of language. Based on the interpersonal function of Systemic Functional Grammar, this paper will study six cosmetics advertising texts from the perspective of Mood and Modality so as to find out whether those five advertising texts carry some characteristics while construing their interpersonal meaning. The indicative mood and interrogative mood provide in formation, exclamation and imperative mood impart purchase, and advertisers are more willing to attract consumers by means of base modals.