广告语的人际功能观——从广告语“我能”谈起

The Interpersonal Functional Research in Advertising Language——With analysis on an advertisement

本文从功能语法的角度,对广告的形式与意义进行了考察,提出广告是人际功能隐喻式,有商讨式与非商讨式之分。为证实这一结论并详细考察广告功能体现,我们以一则广告为例,分析了其中的主语与能愿动词,观察了主语在语气表达与语用指代上、能愿动词在情态意义与类型等方面的功能表现。

Investigating on meaning and form in advertising suggests that advertising language language is interpersonal metaphor formation of with Functional approach, this paper language metafunction, which can be divided into the negotiable and the non-negotiable. To affirm this conclusion and analyze the way function expressed in this register further, a TV advertisement is exemplified on its subject and modal verb from dexis ＆ mood structure and modality respectively.