| With the development of the commodity economy,advertisement has attracted much attention from businesses and consumers due to its strong dissemination and obvious propaganda effect.Cosmetics play an important role in consumer groups.In the process of cosmetics promotion,the role of advertisement is irreplaceable.Therefore,analyzing the interpersonal meaning of cosmetics advertisements can better understand the sales intention of advertisers and establish good interpersonal relationships with consumers through advertisements.This thesis takes the interpersonal meaning from the perspective of mood system and modality system of Halliday’s Systemic-Functional Grammar as the theoretical framework,selects 40 pieces of Chinese Cosmetic Advertisements(CCA)and 40 pieces of English Cosmetic Advertisements(ECA)as the research objects,and conducts a comparative analysis of the collected data from the aspects of mood system and modality system in order to investigate how interpersonal meaning is realized in CCA and ECA.This thesis focuses on analyzing the similarities and differences between CCA and ECA under speech roles,speech functions and mood structures of mood system and modal operators and modal adjuncts of modality system.The similarities are as follows: Firstly,the declarative mood,interrogative mood and imperative mood have appeared in both CCA and ECA.Secondly,whether it is a CCA or an ECA,the declarative mood is the most common one.Thirdly,both CCA and ECA use a certain amount of interrogative and imperative mood.Fourthly,the frequency of high-value modal operators is the lowest in both CCA and ECA.Finally,whether in CCA or ECA,advertisers use a certain number of modal adjuncts to express their confidence about the product.The differences are as follows: Firstly,the frequency of interrogative mood and imperative mood in CCA are slightly higher than those in ECA.Secondly,the use of low-value modal words in CCA is far more frequent than that of ECA.Thirdly,median-value modal operators are used very frequently in ECA,while it accounts for only a small percentage in CCA.Finally,English advertisers prefer to introduce products directly to consumers,while the expressions of CCA are subtle and euphemistic.This study compares the interpersonal meaning of CCA and ECA from mood system and modality system,broadens the application field of mood and modality system,and also provides a reference for the study of cosmetic advertisements. |
