| 从语气隐喻角度解析广告语篇中的人际意义 |
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| 引用本文： | 李华兵.从语气隐喻角度解析广告语篇中的人际意义[J].西南师范大学学报(人文社会科学版),2010(6):146-149. |
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| 作者姓名： | 李华兵 |
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| 作者单位： | 西南大学外国语学院,重庆市400715 |
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| 摘 要： | 语法隐喻是系统功能语法的一个重要概念,包括概念隐喻和人际隐喻。人际隐喻可以进一步区分为语气隐喻和情态隐喻。语气隐喻是指语气系统的非一致式体现。语气隐喻在广告语篇中的恰当运用,有助于广告目标的实现。
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| 关 键 词： | 广告语篇 广告目标 语气隐喻 语气系统 人际意义 |
An Analysis of Interpersonal Meaning in Advertising Discourse from the Perspective of Mood Metaphor |
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| LI Hua-bing.An Analysis of Interpersonal Meaning in Advertising Discourse from the Perspective of Mood Metaphor[J].Journal of Southwest China Normal University(Philosophy & Social Sciences Edition),2010(6):146-149. |
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| Authors: | LI Hua-bing |
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| Institution: | LI Hua-bing(School of Foreign Languages,Southwest University,Chongqing 400715,China) |
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| Abstract: | Grammatical metaphor is one of the most significant concepts in Systemic Functional Grammar,which consists of ideational metaphor and interpersonal metaphor.Interpersonal metaphor can be further divided into metaphor of mood and metaphor of modality.Mood metaphor is the non-congruent realizations of the mood system.The present paper elaborates the interpersonal meaning in advertising discourse from the perspective of mood metaphor,analyzes the realizations and functions of mood metaphor in advertising discourse,and then concludes that the appropriate use of mood metaphor in advertising discourse contributes to the realization of the target of advertising. |
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| Keywords: | advertising discourse mood metaphor interpersonal meaning |
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