广告语篇中的语气隐喻及其功能探析  

On Mood Metaphor and Its Functions in Advertising Discourses

作　　者：任俊香[1] 

机构地区：[1]河南科技学院外国语学院,河南新乡453003

出　　处：《毕节学院学报（综合版）》2013年第9期19-22,共4页Journal of Bijie University

基　　金：河南省教育厅人文社会科学项目"高校英语专业学生思辨现状调查与培养模式"研究成果;项目编号:2012-QN-167;河南省社科联项目"认知隐喻视角下的英语语篇教学"研究成果;项目编号:SKL-2013-1431

摘　　要：系统功能语法认为,人际语法隐喻是表达人际意义的一种手段,它由语气隐喻和情态隐喻构成。基于系统功能语法,探析广告语篇的语气隐喻及其功能,旨在说明广告语篇中语气隐喻的适当使用,能够加强广告主和公众间的有效沟通,有助于广告目标的实现。Functional Grammar holds that interpersonal metaphors are one of the devices to realize interpersonal meaning, composed of metaphors of mood and metaphors of modality. Based on the theory of mood metaphor, this paper elaborates mood metaphor and its functions in advertising discourse. It aims to show that the proper use of mood metaphor in advertising discourse can strengthen effective communication between advertisers and the public, helping to achieve advertising objectives.

关 键 词：广告语篇 语气隐喻 语用功能 广告目标 

分 类 号：H05[语言文字—语言学]