The Interpersonal Function Of Advertising Texts Of Ladies' Supplies

Nowadays,advertisements have penetrated our lives.And as a kind of persuasive genre,advertisement aims to evoke purchasing desire of the potential consumer to promote sales.So the advertisers pay more attention to the diversity of the form and language in the advertisement texts and try to draw the consumer's attention.As the most important part of consumers,women stand in the center of the world of shopping and the advertisements that relate to ladies' supplies are countless.From the perspective of functional stylistics,this paper discusses the interpersonal function of the texts of ladies' supplies advertisement(shorten as‘LSA texts').As an important part of three meta-functions,interpersonal function means that people use their own language to express their ideas and feelings so that they could communicate with others and also establish and maintain the relationship between each other.Employing the theory of interpersonal function,this paper collects twenty texts of LAS to analyze and discuss how the interpersonal function is realized in the texts of LSA and the stylistic effects of the interpersonal function in the texts of LSA.The interpersonal function in the texts of LAS is mainly realized by the two systems of mood and modality,which could be carried out by some modal auxiliaries,such as: Can,Will,May,Should,Could,Would,Must,etc.The mood system has a very important role in the interpersonal function and it can be expressed through different sentence types,such as: declarative sentence,imperative sentence,interrogative sentence and exclamatory sentence.Using different types of sentences,the advertisers can gain different effects.Observing the mood system,which is used by people in their conversations,we can see whether they are intimate or familiar with each other.Modality is another method to realize the interpersonal function,and it has two parts:modalization and modulation,which are realized by modal operators and interpersonal metaphors to express probability,usuality,inclination and obligation.And the modal operatorscan be classified into three values: low,median and high.Employing different values of modal operators,the advertisers skillfully express their opinions to establish a kind of friendly relationship with the potential consumers.Besides,the advertisers often use some notional words,such as adjectives,adverbs and personal pronouns or possessives to beautify their supplies or services to lure the potential consumers.Discussing the interpersonal function of the texts of LSA,this thesis further improves the applicability of systemic functional stylistics in different kinds of texts.