A Comparative Study Of Interpersonal Meaning In Chinese And American Micro-business Cosmetic Advertising Language

Because of the rapid development of technology,micro-business becomes popular nowadays.The micro-business cosmetic advertising plays a critical role in selling the cosmetics.In addition,language plays a critical role in interpersonal communication.To analyze the micro-business cosmetic advertising language can make us have a further understanding of the interpersonal relationship between the advertisers and consumers.Based on Halliday's Systemic-Functional Grammar and combined with Li Zhanzi and Thompson's points,this thesis has a comparative study of interpersonal meaning in language of fifty Chinese and fifty American micro-business cosmetic advertisements,from the aspects of mood system,modality system,personal pronouns and evaluation and summarizes the similarities and differences between them.Qualitative analysis and comparative analysis method are used in this study.Through the comparative analysis,it can be concluded as follows.Firstly,in terms of mood system,with the statement function,declarative mood is used in the highest frequency in both Chinese and American micro-business cosmetic advertising language,offering information about micro-business cosmetics.However,the American micro-business cosmetic advertisements use more imperative mood to have the communication with consumers in a direct way while Chinese micro-business cosmetic advertisements adopt more exclamative mood to convey the advertisers' surprise and strong emotion.Secondly,when it comes to modality system,the low and median value modal operators take the largest proportion to make less pressure on the consumers while the high value modal operators take the smallest proportion in both Chinese and American micro-business cosmetic advertising language.But Chinese micro-business cosmetic advertisements use modal adjuncts more frequently than American ones.The mood adjuncts are usually adopted to make the information about the products more reliable.Thirdly,the second personal pronouns are used in the highest frequency to make the advertisers have a better communication with the consumers in both Chinese and American micro-business cosmetic advertising language to make the advertisers have a better communication with the consumers.However,in Chinese micro-business cosmetic advertisements,there is a rhetoric usage of first person "?" to refer to the cosmetics,while in American ones,there is no such usage.Lastly,in terms of evaluation,the adjectives and adverbs with positive meaning are both used in Chinese and American micro-business cosmetic advertising language.This thesis makes a comparative analysis of interpersonal meaning in Chinese and American micro-business cosmetic advertising language,which in theory broadens the applied field of SFG and in practice help people understand the linguistic features of the micro-business advertising language,better realizing the interpersonal meaning.