Decoding Narrative Stance In Advertising

The present study is an investigation of advertising in terms of point of view and modality. Based on the theory of narratorial perceptibility by Shlomith Rimmon-Kenan, the perceptibility of narrator in different points of view in advertising is pinpointed and the rationale beneath is discussed. In addition, guided by the modality system proposed by Paul Simpson, the modality in advertising narrated from different narrative points of view is also studied. The particular attention is given to the relation of the two. After surveying 40 pieces of advertisements, we find that the advertising discourse prefers high value of perceptibility and positive modality, which imply a greater narratorial intrusion. This preference is determined by the cost- and time-effecitveness of advertising discourse. Furthermore, the study shows that the positive modality is particular to the high value of perceptibility of narrator while the neutral is specially related to the low value of perceptibility.The present study carries some implications both in teaching and advertising operation. And some future studies could be conducted along this line.