Interpersonal Coherence And Cohesion In Advertising Texts

Most of the previous researchers are more concerned with ideational coherence in text,neglecting interpersonal coherence which plays an important role in discourse coherence.Cohesion contributes to discourse coherence. The present thesis is intended to probe intointerpersonal coherence and cohesion, and to widen the field of discourse analysis by the way ofanalyzing advertising texts with descriptive method.Based on the past researches on coherence and cohesion, the thesis is intended to provideinsights into cohesive devices in advertising text and the association of advertising text with itsregister consistency on the framework of the interpersonal meaning of Hallidayian Functionalism.The thesis covers four kinds of interpersonal cohesive devices (mood, subject chain, modality andlexical connotation cohesion) from the perspectives of speech function, the speaker’s point of view,power and attitude respectively. Different interpersonal cohesive devices serve to achieve the goalof sale promotion in the formation of an interpersonal coherent framework for advertising texts.Halliday claims that register can make cohesion effective in text, and both of them determine a textcollectively. In accordance with the three functions of language, register corresponds not only tothe ideational meaning, but also to the interpersonal meaning and textual meaning. Thus the otherfocus of the thesis is to explore the role of tenor and mode together played in interpersonalcoherence.The significance of interpersonal coherence in discourse analysis has been demonstrated. Inthis way, we can get some ideas on how to apply it to the advertising texts.