The Realization Of Interpersonal Meaning By Modality In Advertisement

One of important components in Halliday's Functional Grammar is metafunction. Halliday classified it into three kinds, that is, textual function, interpersonal function and ideational function. Textual function of language refers to the fact that we organize our messages in ways which indicate how they fit in with the other messages around them and with the wider context. We use language to interact with other people, to establish and maintain relations with them, to influence their behavior, to express our own viewpoint on things in the world, and to elicit or change others opinions-this is what we called interpersonal function of language. We use language to talk about our experience of the world, including the worlds in our own minds, to describe events and states and the entities involved in them-this is what we call ideational function of language. The paper mainly studies the realization of interpersonal meaning by modality in advertisements. The term Modality is used to refer to how speakers signal probability, usuality, typicality, obviousness, obligation and inclination. This can be done through the use of modal operators, mood adjuncts, and interpersonal metaphors. Modalization and modulation -under the label modality - are systems which allow us to modify our propositions or proposals as regards probability/usuality or obligation/inclination. The study of Mood and Modality in the clause helps us also understand how people make meanings about interpersonal dimensions such as the power or solidarity, their status and social roles, and their attitudes and judgements. Comment adjuncts and vocatives are important in communicating attitudes and relationships. Appraisal systems, the semantic resources used to negotiate emotions, judgements and valuations, also help speakers position themselves and readers to what is said. The paper mainly focuses on how interpersonal meanings in advertisements are realized by the modal verb operators and mood adjuncts.Advertising is a kind of concentrated, integrated and commercial language. As a kind of applied language, advertisement forms its special stylistic features. It is a kind of variable and concrete form in certain social circumstances. People pay more attention to its language features and social functions. With the development of economy, modern society has been bombarded with advertisements. Advertisement is a sort of practical style which has high commercial values. It plays a very important role'in modern western society and permeates every aspect of social life.Language in English advertisement belongs to "loaded language", which has a high "persuasive power". It aims to inspire people's imagination, to stimulate their emotion, to persuade customer to purchase certain commodities. It transfers the latest information about commodity and service, and accelerates and promotes the sales of commodity, and consequently further develops modern society. Advertising is a persuasive behavior , it aims to leads consumers to purchase commodity or choose certain services, therefore, it is very important to understand correctly and accurately what consumers need, what they think of the commodity and service, what kinds of commodity they need. So advertising must accord to the psychological and behavioral features of consumer in order to achieve its own ideal effect.The language used in advertising has been the subject of studies in different disciplines, but surprisingly few studies have been undertaken in linguistics. The main purpose of this study is to give an adequate analysis of the language of written commercial advertising within the framework of functional linguistics. In this article, the author bases her study upon the standpoint of Halliday's theory of Systemic Functional Grammar, relating the interpersonal meaning, register theory, modality with practical advertising discourse-commercial advertisement. We use a statistical method to do empirical analysis on the basis of theory. We pay special attention to the realization of the interpersonal meanin...