摘 要

韩礼德认为语言有三大元功能，他们分别是概念功能，人际功能和语篇功能。语气隐喻属于语言的人际交往功能。语气隐喻广泛出现在英语广告语中。借助韩礼德的系统功能语法，本论文重点研究语气隐喻的具体应用、语用功能以及它对消费者产生的影响，以便更好地探究语气隐喻对实现广告目标所起的作用。

关键词：系统功能语法；语气隐喻；英语广告语

Contents

1. Introduction 1

1.1 The development of studies on metaphor...........................................................1

1.2 Halliday and Systemic Functional Grammar......................................................2

1.3 Brief introduction to mood metaphor.................................................................2

2. Demonstration......................................................................................................3

2.1 The application of mood metaphor in various English advertising....................3

2.1.1 Using declarative sentences to express mood of order....................................4

2.1.2 Using imperative sentences to express mood of declaration...........................4

2.1.3 Using interrogative sentences to express mood of order or declaration..........5

2.2 The pragmatic function of mood metaphor........................................................5

2.2.1 Politeness and consultation.............................................................................6

2.2.2 Indirection and association.............................................................................7

2.2.3 Completeness and cohesion............................................................................7

2.3 The influence of mood metaphor on consumers...............................................8

2.3.1 Stimulating purchasing desire........................................................................8

2.3.2 Strengthening interaction between products and consumers.........................8

2.3.3 Bringing material and spiritual pleasure........................................................9

2.3.4 Persuading consumers to buy suitable products............................................10

3. Conclusion..........................................................................................................11

Works Cited...........................................................................................................12

Bibliography 13

An Analysis of Mood Metaphor in English Advertising From the Perspective of Systemic Functional Grammar

1. Introduction

Attractive and vivid advertisements are the best means to demonstrate their effects and objectives. A good advertisement can easily capture consumers’ attention and contribute to the sale of products. Numerous researches about advertisements have been carried out and their perspectives vary greatly, most of which are from the perspectives of stylistics, pragmatics and discourse analysis. With more and more attention attached to advertisements, there appears a new trend in analyzing them. It is associated with the concept of metaphor.

1.1 The development of studies on metaphor