公益广告和商业广告中情态的对比分析-外国语言学及应用语言学专业论文.docx

万方数据 万方数据 论文独创性声明 本人声明:本人所呈交的学位论文是在导师的指导下，独立进行研究工 作所取得的成果。除论文中已经注明引用的内容外，对论文的研究做出重 要贡献的个人和集体，均己在文中以明确方式标明。本论文中不包含任何 未加明确注明的其他个人或集体已经公开发表的成果 。 本声明的法律责任由本人承担。 论文作者签名:陈培 ]， 01千年士月 O 日 论文知识产权权属声明 本人在导师指导下所完成的论文及相关的职务作品，知识产权归属学 校 。学校享有以任何方式发表、复制、公开阅览、借阅以及申请专利等权 利。本人离校后发表或使用学位论文或与该论文直接相关的学术论文或成 果时，署名单位仍然为长安大学。 〈保密的论文在解密后应遵守此规定) 论文作者签名:际场 导师签名:才充完夺金~ )0 1千年 f 月 Q 日 VO\ 千年 5 月 O 日 Abstract In contemporary society, advertisements can be seen everywhere, which play an important role in our life. Generally speaking, according to whether the purpose is profit-oriented or not, advertising can be classified into two categories: public service advertising (PSA) and commercial advertising (CA). As a unique discourse, the advertising discourse has been studied from different angles, including semiotics, sociology, cognitive linguistics, systemic functional linguistics(SFL) and so on. According to SFL, there are three meta-functions in the language system, namely ideational function, interpersonal function and textual function. And modality is one of the important means to realize the interpersonal function. In recent years, some scholars have studied the advertising discourse in modality, but most of these studies just analyze the commercial advertising or public service advertising respectively. The contrastive studies of commercial advertising and public service advertising have not attracted much attention. Therefore, based on the theoretical framework of modality theory in Halliday’s Systemic Functional Grammar, this thesis intends to make a comparative analysis of modality in 50 PSA and 50 CA collected from TIME. It mainly analyzes the PSA and CA from three aspects, that is types of modality, modal orientations and modal values. Through the comparative analysis, the author tries to find are there any differences in these three aspects between the two types of ads. The research shows that there are not many modal expressions in PSA and CA. But relatively speaking, the modal res