浅析法语广告语的特殊会话含义

广告,作为一门沟通的艺术,是产品与消费者沟通的桥梁。广告语不仅要突出产品特性,更重要的是要达到调动消费者购买欲,促进产品销售的目的。本文在会话含义理论范畴内对法语广告语违反合作原则的现象进行分析,探究了广告语中蕴含的特殊会话含义及其要达到的效果。这不仅可以使我们能够更好的理解和欣赏语言本身,还可以为广告语的创作提供一定的理论依据。

An Exploration of Interpersonal Meanings in Advertising Discourse from Functional Grammar Perspective

Interpersonal function is one of the three metafunctions of language. This paper investigates the interpersonal meanings in Chinese cosmetic advertising discourse from mood, modality and appraise the three aspects. Based on an exploratory study of data of six typical Chinese cosmetic advertising discourses, the paper claims that the distribution of mood and modality has close link with the interpersonal meaning in advertising. The Functional Grammar and Appraisal System help to reveal the interpersonal meanings of the discourse concerned.