Analyzing Interpersonal Meaning in Chinese Public Service Advertisements: A Systemic Functional Approach
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The public service advertisement is a type of text that does not aim at making profits but serves the vital interests of the public. Its aim is to provide readers with information about social problems and persuade them to take actions. Drawing on the framework of Halliday’s Systemic Functional Linguistics, this paper intends to analyze the interpersonal meaning embodied in Chinese public service advertisements from three perspectives: mood, modality and person. The present study attempts to find out how interpersonal meaning is realized in Chinese public service advertisements and how the advertisements’ aim is attained. Findings reveal that Chinese public service advertisements show advertisers’ views and influence readers’ attitudes and behaviors through the use of mood, modality and person so as to achieve the purpose of providing information and persuading.
Public service advertisements; interpersonal meaning; mood; modality; person