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时间:2017-10-02 其他毕业论文 我要投稿

An Analysis of Modality in Advertising Text


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




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