Linguistic Features Of Advertising Texts On English Online Shopping Sites From The Perspective Of Interpersonal Function

Before consuming in online shopping websites,the most main channel for buyers to know about goods is the introduction edited in pictures and texts on online shopping websites.According to the theory of interpersonal function of systematic functional grammar put forward by Halliday,language has more than its original meaning,it carries speakers’ judgements,positions,attitudes and incentives.Compared with online channels of shopping,traditional channels can show products to consumers in reality,which can make consumers have a more concrete awareness about products.By the online channel,in order to know about information of products,the only way for consumers is to read the information posted by sellers on websites.Therefore,the achievement of interpersonal function seems to be more important.In the light of systematic functional grammar put forward by Halliday,this research analyzes the achievement of interpersonal function in the advertising texts from three perspectives of mood,modality and evaluative system on “Ali Express”,an English online shopping website.The targets of this research include that it can help consumers to understand advertising texts in a more objective way and can provide a new perspective in studying interpersonal function and advertising texts.The research conducts an analysis on the English advertising texts on Ali Express in the light of the theoretical framework of systematic functional grammar put forward by Halliday,mainly focusing on three aspects:(1)What about the approaches of how to realize interpersonal function in online advertising texts;(2)What about the distribution of lexical items related to interpersonal function in online advertising texts;(3)What about the linguistic features of the lexical items from the perspective of mood,modality and evaluation.About samples,this research randomly chooses the advertising texts of 100 products cited from Ali Express,covering clothes,foods,houses,transportation and other categories of goods with different levels.Every sample uses no more than 80 clauses.This research proves the practicality and availability of the achievement of interpersonal function by resorting to certain mood,modality and evaluative system in English online shopping websites.By analyzing the chosen samples,the findings can be concluded as follows:First,sellers apply lots of linguistic strategies to achieve interpersonal function of the advertisements in online shopping websites,for example,mood,lexical choice and tense etc.Second,most of the samples apply declaratives and imperatives,interrogatives are applied less.About the choice of subject,most of the samples apply the first personal pronouns and the second personal pronouns,among which the second personal pronouns are used more.about the application of modal auxiliaries,the high-value modal auxiliaries are used less.can and will are used more than others,among which can is used more frequently than will.About the application of modal adjuncts,just,only,even,simply and really are used more than others.Third,sellers usually use declarative mood to introduce products in a concrete way.In the approach,on one hand,propaganda effect can be achieved,on the other hand,consumers can receive the most information in the shortest period.On the choice of subject,sellers tend to choose those subjects that can show their affinity,then narrow the psychologic distance between consumers and them.Otherwise,sellers may sometimes choose the names of products as subject because this type of subject can establish the brand image of them.About the choice of modal operators,can has the function of the expectation of the future and handling a certain ability.About the choice of modal adjuncts,sellers tend to choose the adverbs that can indicate the advantages and convenience of products.In addition,this research conducts a study in lexical level from the perspective of evaluative system,finding that English online advertising texts apply a lot of evaluative adjectives,adverbials and nouns to realize interpersonal function.