A Study On The Interpersonal Meaning Of Chinese Public Service Advertisements In The Visual Field Of Function

Public service advertisement refers to the non-commercial advertising that serves for the public interests and social morals without profit purpose. As a newly emerged discourse type, public service advertisement is usually launched by governments or utilities, aiming to convey government policies, promote desirable social morals and lifestyle, thus evoking the public’s consciousness to various social issues and stimulating them to standardize their behaviors. Public service advertisement mainly uses various language means to enhance the persuasive, in order to make better communication with readers. Therefore, public service advertisement contains the rich interpersonal meaning, which has a strong side to research.At the same time, the public service advertisement as a special language means, is also worthy of our study from different angles.International meaning is defined as the strand of meaning produced when we use language to interact with other people, to establish and maintain relations with them, to influence their behavior, to express our attitude toward what we say and other beings in the world, and to elicit changes in others.(Halliday, 2000)Based on the theoretical framework of systemic functional grammar, this thesis aims to explore the realization of interpersonal meaning in Chinese public service advertising discourse. The corpus of 105 samples in total are collected from CCTV and Internet. Deep analysis of mood, modality and person system are carried out to explore their functions in realizing the interpersonal meaning.