从系统功能语法的视角浅析广告中的人际意义

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1、从系统功能语法的视角浅析广告中的人际意义祖林1朱蕾2(河北省华北电力大学，河北保定071000)中图分类号：H315文献标识码：A文章编号：1003-2738(2012)3-0000-02AnalysesoftheinterpersonalmeaninginadvertisementsFrompersonsysteminsystemicfunctionalgrammarperspectiveAbstract：Thepurposeofadvertisingistosellproductstoconsumers,sothemanufacturesestabl

2、ishakindofgoodinterpersonalrelationswithconsumers.Interpersonalmeaningisoneofthe3meta-functionsoflanguageproposedbyHalliday.ThispaperintendstoanalyzetherealizationofinterpersonalfunctionintheadvertisementsfromtheperspectiveofthepersonsysteminSystemicFunctionalGrammar,soastofindou

3、thowtheycontributetorealizetheinterpersonalmeaningbymeansofpersonalpronouns,andillustratesthegreatimportanceofconveyinginterpersonalmeaningstothesuccessfuladvertising.Keywords:Interpersonalmeaning；SystemicFunctionalGrammar；advertisements1.IntroductionofInterpersonalMeaning,Advert

4、isingandPersonalPronounsWhenlanguageisusedtoenablepeopletoparticipateincommunicativeactswithotherpeople,totakeonrolesandtoexpressandunderstandfeelings,attitudeandjudgments,thisfunctionoflanguageisdefinedasinterpersonalfunctionorinterpersonalmeaning.Advertisingcanbecategorizedbypu

5、rposeofmedia,targetareaandtargetaudience.Bymedia,advertisingcanbecategorizedmainlyintoprintadvertising,electronicadvertising,andout-dooradvertising.Bytargetarea,itcanbedividedintolocaladvertising,nationaladvertisingandinternationaladvertising.Accordingtotargetaudience,advertising

6、canbeclassifiedintoconsumeradvertisingandbusinessadvertising.Therearetwomainfunctions:informingandpersuading(influencing).ThePersonPronounsinthediscoursecanimpacthowthewritertreatsallthecharactersconcerned,whichhelpstoestablishacertainrelationshipbetweenthewritersandthereaders.2.

7、PersonSystemThepersonsystemproposedbyHallidaymainlyconsistsofpersonalpronouns.Personalpronounsaretraditionallyusedinsemanticsfortherelationshipbetweenawordandwhatitpointstointherealworld.2.1Theinterpersonalmeaningoffirstpersonpronounsinadvertisements2.1.1theexclusivefirstpersonpr

8、onounsrefertotheadvertiserThefirstperson