A Study On Interpersonal Meaning Of Video Advertising Language

Based on Halliday’s systemic-functional grammar, this thesis attempts to analyze therealizations of interpersonal meaning of video advertising language from four aspects: Moodstructure, Personal markers, Mood Adjunct and Modality, hoping to cognize its features andenlarge the application of this theory.In order to do this, the author first chooses43pieces of video advertising from Internetrandomly as analyzing samples, including30pieces of English and10pieces of Chinese withlanguage, and3pieces without language. Then, the author transcribes all the language,spoken or shown, in the videos into written texts, and gives a description about the contents ofthe videos; further the author sorts out the mood and modality choices from the transcriptions,and at last analyzes the data as well as discusses them by adopting quantitative and qualitativemethods.After the study, the thesis finds that in video advertising, the advertiser prefers to employdifferent personal markers to build up a communicative platform with the audience, andfurther give information about certain product/service by Declaratives; call on the audience’sattention or interest by Interrogatives and persuade them to take actions by Imperatives. Inaddition, in order to improve the credibility of the video advertising, the advertiser also tendsto use modal adjunct and modal auxiliary to express his/her attitude of the uncertainty andcertainty towards certain information. Apart from language, the thesis also finds the advertiserlikes to adopt dynamic images, music and famous persons as spokesmen to attract andpersuade the audience.The findings of this thesis exert two pieces of significance. One is practical significance.The author finds the features of video advertising language can be applied into the design forteachers to make a more attractive courseware; the other is theoretical significance. The studywidens the application of systemic-functional grammar, which, on one hand, confirms theauthority of this theory; on the other hand, finds out its shortage—not fit for the study ofproduct placement.