| 论汉语广告语篇的人际意义 |
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| 引用本文： | 刘瑜,樊燕龙.论汉语广告语篇的人际意义[J].南昌职业技术师范学院学报,2006(6):75-78. |
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| 作者姓名： | 刘瑜 樊燕龙 |
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| 作者单位： | 1. 浙江工商大学,浙江,杭州,310035
2. 浙江科技学院,浙江,杭州,310023 |
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| 摘 要： | 根据Halliday的功能语法,人际功能是语言三大元功能之一。广告作为一种特殊的语体有着自身的语篇特征。该文旨在采用系统功能语法和评价理论为框架,以汉语化妆品广告语篇为载体,从语气,情态和和评价三个角度分析了6篇汉语化妆品广告的语言特征,证明这些广告中运用的语气和情态具有一定的规律性,且与广告所传递的人际意义密切相关。分析同时证明系统功能语法和评价理论能够有效地指导汉语广告语篇分析的实践。
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| 关 键 词： | 人际意义 功能语法 语气 情态 评价理论 汉语化妆品广告 |
| 文章编号： | 1007-3558（2006）06-0075-04 |
| 收稿时间： | 2006-10-08 |
| 修稿时间： | 2006年10月8日 |
On the Interpersonal meanings in Chinese Cosmetic Advertising Discourse |
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| Liu Yu,Fan Yanlong.On the Interpersonal meanings in Chinese Cosmetic Advertising Discourse[J].Journal of Nanchang Vocational & Technical Techers' College,2006(6):75-78. |
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| Authors: | Liu Yu Fan Yanlong |
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| Abstract: | Interpersonal function is one of the three main functions of language.The paper studies the interpersonal meanings in Chinese cosmetic advertising discourse from the aspects of mood,modality and evaluation.Based on the study of six typical Chinese cosmetic advertising discourses,the paper claims that the orderliness of mood and modality has close relations with the interpersonal meaning in advertising.The functional grammar and evaluation system can effectively guide the practice of Chinese advertising discourse analysis. |
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| Keywords: | interpersonal meaning functional grammar evaluation theory Chinese cosmetic advertising |
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