A Study Of The Interpersonal Meaning Of Online Dating Advertising English

Online dating advertising appears with the advent of information era. Interpersonal function, as an important part of Halliday’s metafunction, is widely used to analyze advertising texts. Online dating advertising is a special kind of non-profit advertising. Some scholars have discussed the differences and similarities between dating advertising and other certain advertising. And some scholars have compared the differences and similarities between Chinese and English dating advertising. In previous studies, there are rare studies specially related to the analysis of the interpersonal meaning of online dating advertising English.This thesis analyzes the interpersonal meaning of online dating advertising English from the perspectives of mood system and modality system. This thesis has discussed the following three questions:(1) How is the interpersonal meaning of online dating advertising English realized from mood system?(2) How is the interpersonal meaning of online dating advertising English realized from modality system?(3) How does online dating advertising English influence the decision of the audience?This thesis has gathered 100 English dating advertisements from the three international dating websites: Ouimeet.com, Match.com and Plentyoffish.com. Both qualitative analysis and quantitative analysis are used in this thesis. From the analysis of mood system, the simple present tense, active voice and declarative mood are widely used in online dating advertising English. The simple present tense is usually utilized to indicate the objectivity of the dating advertisers’ basic information or to demonstrate some requirements for the ideal dating partners. Active voice can not only attract the audience’s attention to the advertisers’ information directly and better reflect the authenticity and reliability of dating advertisements but also can increase the degree of intimacy between the advertisers and the audience. With the help of typical declarative mood, the advertisers convey both covert and overt information to the audience. The non-typical declarative mood delivers the advertisers’ strong feelings and high spirit to the audience, which helps to appeal to the audience to contact with the dating advertisers. In addition, the simple past tense, the simple future tense, the present progressive tense, the present perfect tense, passive voice, interrogative mood and imperative mood all embody certain interpersonal meaning in online dating advertising English. From the analysis of modality system, low value modal operators and the modal adjunct maybe are usually utilized in probability of modalization to embody the dating advertisers’ polite attitude, indirectly make the audience know about the dating advertisers’ habits or character and finally influence the audience’s decision in online dating advertising English. Modal adjuncts of usuality of modalization embody the dating advertisers’ strong responsibility and personal emotions. Obligation of modulation and inclination of modulation are expressed by modal operators. According to the dating advertisers’ likes or dislikes reflected by obligation of modulation, the audience can better be certain whether the advertisers are proper partners to date with. Inclination of modulation usually reflects the dating advertisers’ willingness or preference, which can embody the dating advertisers’ requirements for the ideal dating partners.This thesis contributes to a more comprehensive understanding of online dating advertising English text. Online dating advertisers usually utilize some language devices to influence the audience’s attitude and behavior. It is noteworthy that interpersonal meaning is subjective. Therefore, to avoid being taken in, the dating audience should properly explore the authenticity of the information provided in online dating advertising English.