廣告語(yǔ)篇中的情態(tài)分析

畢業(yè)論文

An Analysis of Modality in Advertising Text

Abstract

Modality is a means for the speaker to convey his/her attitude towards and judgment of assertions and proposals. The use of modal expressions may reflect the interactional purpose and context of the specific genre. The advertising texts are composed in a variety of ways to sway the reader. They reflect the interpersonal relationship between the advertisers and the potential consumers. On the basis of that, the author analyzes thirty English advertising texts in detail with theories of modality and concludes that the frequent use of probability expressions can increase the reliability of the content of the advertisement as well as indicate politeness to the reader; the expressions of inclination are useful to show the advertisers’ willingness to sell or offer products or services to consumers. The ability/potentiality expressions may reinforce the reader’s confidence. Implicit subjective orientation is also commonly employed to express advertisers’ opinion and attitude clearly while maintaining the objectivity of the content.

Key Words: systemic-functional grammar; modality; advertising text; interaction

摘  要

情態(tài)是說(shuō)話(huà)人表達對斷言和建議的態(tài)度和判斷的1種手段。在韓禮德的系統功能語(yǔ)法中，情態(tài)理論的闡述較為詳盡。情態(tài)系統是實(shí)現語(yǔ)篇人際意義的主要資源之1，情態(tài)表達的使用可以反映出特定體裁的交際目的和語(yǔ)境。廣告文體是小品文中最典型的代表，其作用不僅要提供信息還要說(shuō)服影響別人，是廣告發(fā)布人與潛在的消費者雙方關(guān)系的反映，該文選取310則英文廣告從系統功能語(yǔ)法角度對其進(jìn)行情態(tài)分析，研究發(fā)現頻繁使用可能性情態(tài)表達可以增加廣告的可信度，同時(shí)體現禮貌原則；較多的意愿性情態(tài)表達有效的體現出廣告主提供某1種產(chǎn)品或服務(wù)給消費者的意愿；能力/潛力性表達的使用可以表明廣告主對讀者的信心；廣告中出現得較多的隱性主觀(guān)情態(tài)在表明廣告主觀(guān)點(diǎn)和態(tài)度的同時(shí)又保持了客觀(guān)性，達到了勸說(shuō)的目的。

關(guān)鍵詞：系統功能語(yǔ)法、情態(tài)、廣告語(yǔ)篇、交互

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