The Realization of Mood through Interpersonal Metaphor in English Public Service Advertising Texts

DOI

10.2991/iccesd-19.2019.34How to use a DOI?

Keywords

Mood system; English public service advertising; Interpersonal metaphor

Abstract

The public service advertisement can indicate the relationship, interaction and negotiations between the advertiser and the audience. Based on the systemic functional grammar, this paper aims to investigate the interpersonal meaning of mood system through the interpersonal metaphor. The tagged declaratives, rather than the normal declaratives, make the statement more attractive and impressive. The modulate interrogative, rather than the normal imperative, makes the command more impressive and persuasive.

Copyright

© 2019, 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  - Yanqing Fang
PY  - 2019/07
DA  - 2019/07
TI  - The Realization of Mood through Interpersonal Metaphor in English Public Service Advertising Texts
BT  - Proceedings of the 2019 International Conference on Contemporary Education and Society Development (ICCESD 2019)
PB  - Atlantis Press
SP  - 136
EP  - 140
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccesd-19.2019.34
DO  - 10.2991/iccesd-19.2019.34
ID  - Fang2019/07
ER  -