手机广告语篇的人际意义分析——以iPhone4s广告为例

The Analysis of Interpersonal Meanings in Telephone Advertising Discourse

文章以苹果公司推出的iPhone4s的官方宣传广告为语料背景,结合并运用Halliday系统功能语法中人际功能的理论框架,从语气、情态和人称系统三个方面对语料进行人际意义分析,探讨其语言特点,揭示手机广告语篇中成功实现人际意义的各种语言手段。分析表明广告商多采用陈述语气提供信息,用疑问和祈使语气吸引消费者;另外多使用低值情态词表明观点,倾向于用第一人称和第二人称拉近与消费者的距离,增加亲切感。

Used iphone4s’s advertisement as corpus and Halliday’s Systematic-Functional Grammar as theoretical framework, this paper is going to study language features and explore the way to successfully achieve interpersonal meanings in telephone advertisements from perspectives of mood, modality and person system. It finds out that producers mostly use indicative to provide information, interrogative mood and imperative mood to attract consumers; they are willing to show their opinions by base modals and to shorten the distance with consumers and increase intimacy by using first and second person.