公益广告语篇中情态的人际功能探究

情态是实现人际意义的主要手段之一,情态表达的使用可以反映出特定体裁的交际目的和语境。在公益广告中,大量低、中值的可能性情态表达的使用既增加了广告的可信度,又体现了礼貌原则；高、中值的责任型情态表达有助于达到劝说的效果；能力／潜力型情态表达有利于增强读者的信心。公益广告采用了相当多的隐性主观情态。公益广告通过对情态表达、情态取向的巧妙运用来表明观点,影响读者的态度及行为,达到劝说读者采取特定行动的目的。

Interpersonal Meaning of Modality in Public Service Advertisements

Modality is one of the major means to realize interpersonal meaning. The use of modal expressions may reflect the communicative purpose and context of the specific genre. In public service advertisements, 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 adoption of obligation expressions is helpful to persuade the reader to take certain actions; the choice of the ability/potentiality expressions may boost the reader's confidence. Implicit subjective orientation is also commonly employed in public service advertisements. By the use of various modal expressions and modal orientations, public service advertisements try to influence the reader' s behavior and persuade them to take certain actions.