Study On The Interpersonal Meaning In Sports-brand Advertisements

The interpersonal function of language is one of its most significant functions. Peoplecommunicate with each other and build certain relationships through languages. To study thelanguage,we can analyse its functions to hold its systemic structure and its stylistic features ofsome designated discourses. Advertisement is one of them. The objective of these ads is topromote its products or services, so in order to realize this objective, the advertisers often tryto establish a desirable relationship with the audiences by adopting a series of devices.Mainly based on the interpersonal function of Halliday’s systemic functional grammar,the thesis analyses some of the sporting-brands ads with the person system, mood andmodality as the theoretical foundation. The analysis reveals that through interpersonalmeaning, the advertisers build and maintain a good relationship with consumers with an aimto realize its commercial motivations.By the comprehensive research and analysis, the interpersonal function is the appropriatetheoretical foundation, and it is effective for this study. This thesis made a further and deeperstudy on the sports brand discourses. The significance of this thesis attempts to explore thecommercial aims and its methods of these advertisements, and also demonstrates some waysof realizing the interpersonal function. It also reveals its complexity and fertility. This thesismakes a study from person, mood and modality aspects. In the level of person system, itreveals that the advertisers will employ the appropriate personal pronouns in differentsituations to give the readers a close and good impressions. As for the mood system,declarative, imperative and interrogative mood are all contributing to the realization of theinterpersonal function. The using of mood will attract the audiences to take action in return.The modality consists of modal verbs and modal adjuncts, which will form a situation ofcommunication with the consumers. Through the discussion about the personal system, moodand modality system, it finds out the realization of the interpersonal meaning of the sportsbrand advertisements and reveals that the way the advertisers employ to attract the readersand finally achieve their business purposes. This leads to the directive function on the laterreading and teaching of the advertisement discourses. It is also wished that this study can enrich the research of the interpersonal function of the sports brand advertisement.Chapter one introduces the objectives and significance of this study. Chapter two reviewsthe previous researches on interpersonal meaning and advertisement discourses. Chapter threepinpoints its theoretical framework and give a brief introduction about the concepts and thetheory of the interpersonal meaning. Chapter four presents the features and introduction of ads.Chapter five expounds the realization of interpersonal meaning in the sporting-brandadvertisements. Chapter six concludes the whole text and summarizes the main discovery andpoints out the limitations of the present study and puts up with some suggestions on futurestudies in the hope of encouraging later researches.