中英文广告中责任情态人际意义的对比分析

通过对比研究中英文广告实例中的责任情态的使用情况，可以发现：中英文广告不同的责任情态实现形式，可以产生不同的情态倾向。并且，中英文广告中的责任情态也体现了不同的文化价值体系。在崇尚集体主义文化的背景下，中国人更倾向于使用具有高权力距离的话语。因此，中文广告中使用了更多的高量值的责任情态。而西方国家崇尚个体主义，英文广告更倾向于使用低量值的情态词。另外，中文广告倾向于使用一些更明显的主观表达，而英文广告则倾向于使用一些更隐性的具有主观倾向的表达方式。

Comparisons between Interpersonal Meaning of the Deontic Modality in Chinese and English Ads

The comparisons between the uses of deontic modality have shown that there exist a different realization form of deontic modality and a different modality orientation in Chinese and English ads. In addition, different cultural value system is reflected as well by the use of deontic modality. In the society worshipping collectivism like China, people prefer the utterance with high - power distance. Therefore, in Chinese ads, the deontic modalities with high - value are used. However, in the western countries, deontic modalities with low - value are used more frequently in the ads because westerners tend to show off their preference for individualism. Finally, this paper shows that more subjective expressions are used more explicitly ill Chinese ads while more implicitly subjective expressions tend to be used in the English ads.