| As an important medium for information dissemination between real estate advertisers and consumers,real estate advertising can not only promote production and consumption,but also bridge the communication between real estate advertisers and consumers.The real estate industry not only affects the economy,but also causes exchanges and collisions between different cultures.Therefore,more and more scholars take real estate advertising as a research object to explore the relationship between language and culture.The interpersonal function is one of the three meta-functions in Halliday’s systemic functional grammar.The theory holds that language not only can express the experience and inner thoughts of speakers,but also can express the speaker’s identity,status,motivation,and speculation.The interpersonal functions mainly include three aspects: mood system,modality system and pronoun system.The mood system includes declarative mood,interrogative mood,exclamative mood and imperative mood.The modality system can be divided into two parts: modalization and modulation.The modalization mainly refers to probability and usuality;and the modulation refers to obligation and inclination.The person system mainly includes the first person pronouns,the second person pronouns and the third person pronouns.This theory has played an important guiding role in studying the internal and external factors embodied in language communication.Therefore,this paper mainly based on the interpersonal function to conduct a cultural comparative study of Chinese and American real estate advertisements,among which the data mainly comes from the Sino-US real estate website and some real estate companies.The first part is the introduction,which mainly summarizes the research background,research significance,research methods and research questions.Next part is literature review,which reviews the previous studies of real estate advertisements and the interpersonal functions and puts forward the comments of previous studies.Then it refers to the theoretical framework,systematically introduces three important concepts in the interpersonal function,namely the mood system,the modality system and the person system.The fourth chapter and the fifth chapter are the main parts of the paper.Firstly,the comparative analysis of 30 Chinese and American real estate advertisements is from three aspects of the mood system,the modality system and the person system,which can find the differences and similarities between Chinese and American real estate advertisements in realizing the interpersonal meaning.Then,according to these findings,the fifth chapter aims to reveal the culture differences and factors.And the last part is conclusion,which summarizes the main findings and limitations of this paper.Research shows that there are differences and commonalities between Chinese and American real estate advertisements.In terms of mood system,both Chinese and American real estate advertisements tend to use declarative clause to deliver the information of real estate advertisements.However,the usage of imperative clause in American real estate advertisements is much more than Chinese real estate advertisements;from the analysis of modality system,both Chinese and American real estate advertisements are inclined to use probability,but the frequency of using obligation in Chinese real estate advertisements is more than American real estate advertisements;according to person pronoun system,the second person pronouns are the most popular forms in Chinese and American real estate advertisements.However,Chinese real estate advertisers are more inclined to use “您” to express the respect for potential consumers.These differences are mainly due to different cultural environments and cultural traditions between China and America.Through a comprehensive comparative analysis of Chinese and American real estate advertisements,it is expected to provide cultural guidance for real estate advertisers,especially some multinational advertisers to write better advertising copy,thereby promoting production and consumption.And it also hopes that the study results can expand the research field of advertising and provide some help for the later research. |
