Interpersonal Meaning of Mood and Modality in English Public Service Advertising Texts

DOI

10.2991/emim-17.2017.48How to use a DOI?

Keywords

Mood; Modality; English public service advertising

Abstract

English public service advertisements (PSAs) are aimed to provide information of social problems and persuade readers to take positive actions. On the basis of Halliday's systemic functional grammar, this paper probes into the interpersonal meaning of mood and modality in PSAs texts. Advertisers prefer to choose three main kinds of mood: declarative, interrogative and imperative. It is found that the main function of declarative is to give information. Interrogative and imperative make texts more interactive, involving readers and attracting their attention. Then the study reveals that advertisers tend to influence readers' attitudes and behavior through controlling modality. By studying the selection and usage of mood and modality in discourse, the personal meaning of English PSAs texts can be better understood and evaluated.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Huiqun Yu
PY  - 2017/04
DA  - 2017/04
TI  - Interpersonal Meaning of Mood and Modality in English Public Service Advertising Texts
BT  - Proceedings of the 7th International Conference on Education, Management, Information and Mechanical Engineering (EMIM 2017)
PB  - Atlantis Press
SP  - 222
EP  - 227
SN  - 2352-538X
UR  - https://doi.org/10.2991/emim-17.2017.48
DO  - 10.2991/emim-17.2017.48
ID  - Yu2017/04
ER  -