民国时期上海月份牌广告话语的人际功能研究

Study on Interpersonal Function of Shanghai Calendar Advertisement Discourse in the Republic of China

为揭示民国时期上海月份牌广告话语如何实现客观传递商品信息的作用及与消费者交际互动的人际功能,基于人际功能理论和评价理论,从语气、情态、人称和评价层面对其人际功能进行分析;提出月份牌广告在宣传商品时,合理运用陈述、疑问、祈使等语气,大量使用情态动词来构建与消费者良好的人际互动关系;通过多样性的人称指代拉近与消费者之间的社交距离;同时注重使用评价手段积极正面传递产品信息,与消费者形成情感共享,构建和谐人际关系。

Based on Halliday＇s theory of interpersonal function and Martin＇s theory of appraisal, this paper analyzes the interpersonal function of Shanghai calendar advertisement discourse in the Republic of China by means of mood, modality, person and appraisal systems in order to reveal its way of deliveringinforma tion of products objectively and constructing interactive interpersonal relationship with consumers. It is found out that declarative, imperative and interrogative mood as well as a great many modal words are reasonably used to fulfill favorable interpersonal relationship; diverse person deixis is utilized to shorten social distance with consumers and appraisal means are used in order to deliver positive information of products, share common emotions with consumers and construct harmonious interpersonal relationship.