Communicative Strategies On Social Networks With Interpersonal Function

Making friends is merely one of the numerous functions to social networks. Today’s social networks already have evolved into huge business platforms. Social networking no longer just exists as a media to communicate among people. More and more business corporates (such as Pringles, Subway, Coca-Cola, McDonald’s and Burger King) settle down on social networking platforms (for example Facebook, Twitter and We-chat), attempting to communicate with consumers through new medias, so that they can establish their corporate reputation images.This study utilizes the functional grammar to analyze the advertising marketing language of enterprise on social networks (taking Facebook’s corpus as the study object) and sum up the enterprise’s strategies of realizing interpersonal meaning in social marketing language. The study finds that the application of mood, modality, personal pronouns, appellation and appraisal system plays a major role in social network marketing language to achieve interpersonal meaning. After collecting all released statuses from five corporates such as Pringles on Facebook public pages, the thesis has made the qualitative analysis and quantitative analysis of social network advertising language. With the help of functional linguistics, the study finds that on mood choice level, in order to achieve marketing purposes, most corporates commonly choose the interrogative mood, the imperative mood and the declarative mood, because these moods are easier to implement interpersonal meaning than others. From the aspect of modality, the study of advertising status is mainly based on the modal auxiliary, the modal adjunct and the metaphorical expression, because modality is a direct method of expressing tone. From the respective of personal pronoun system, the first, second personal pronouns should get more attention in social networking marketing language, in order to realize the interpersonal meaning. From the aspect of appellation, corporates use more egalitarian and intimate calling way to shorten the distance with consumers. Finally, on the lexical level, the study of appraisal system shows that social network marketing language extensively use of evaluative adjective, adverb, noun, comparative and superlative.