从系统功能语法的视角浅析广告中的人际意义

从系统功能语法的视角浅析广告中的人际意义

祖林1朱蕾2

祖林1朱蕾2（河北省华北电力大学，河北保定071000）

中图分类号：H315文献标识码：A文章编号：1003-2738（2012）3-0000-02

Analysesoftheinterpersonalmeaninginadvertisements

Frompersonsysteminsystemicfunctionalgrammarperspective

Abstract：Thepurposeofadvertisingistosellproductstoconsumers,sothemanufacturesestablishakindofgoodinterpersonalrelationswithconsumers.Interpersonalmeaningisoneofthe3meta-functionsoflanguageproposedbyHalliday.ThispaperintendstoanalyzetherealizationofinterpersonalfunctionintheadvertisementsfromtheperspectiveofthepersonsysteminSystemicFunctionalGrammar,soastofindouthowtheycontributetorealizetheinterpersonalmeaningbymeansofpersonalpronouns,andillustratesthegreatimportanceofconveyinginterpersonalmeaningstothesuccessfuladvertising.

Keywords:Interpersonalmeaning；SystemicFunctionalGrammar；advertisements

1.IntroductionofInterpersonalMeaning,AdvertisingandPersonalPronouns

Whenlanguageisusedtoenablepeopletoparticipateincommunicativeactswithotherpeople,totakeonrolesandtoexpressandunderstandfeelings,attitudeandjudgments,thisfunctionoflanguageisdefinedasinterpersonalfunctionorinterpersonalmeaning.Advertisingcanbecategorizedbypurposeofmedia,targetareaandtargetaudience.Bymedia,advertisingcanbecategorizedmainlyintoprintadvertising,electronicadvertising,andout-dooradvertising.Bytargetarea,itcanbepidedintolocaladvertising,nationaladvertisingandinternationaladvertising.Accordingtotargetaudience,advertisingcanbeclassifiedintoconsumeradvertisingandbusinessadvertising.Therearetwomainfunctions:informingandpersuading(influencing).ThePersonPronounsinthediscoursecanimpacthowthewritertreatsallthecharactersconcerned,whichhelpstoestablishacertainrelationshipbetweenthewritersandthereaders.

2.PersonSystem

ThepersonsystemproposedbyHallidaymainlyconsistsofpersonalpronouns.Personalpronounsaretraditionallyusedinsemanticsfortherelationshipbetweenawordandwhatitpointstointherealworld.

2.1Theinterpersonalmeaningoffirstpersonpronounsinadvertisements

2.1.1theexclusivefirstpersonpronounsrefertotheadvertiser

Thefirstpersonpronouns(anditscorrespondingus,our)mostlyreferstotheadvertiserinadvertisingtexts.Forexample:(1)Welead，otherscopy．(Ricohcopier)

Inthisadvertisement,"we"referstoallmembersoftheRicohCompany.

2.1.2Theinclusivefirstpersonpronounsrefertoboththereaderandtheadvertiser

Hereisoneexampleoftheadvertisingtextsinadvocatingsavingwater:(2)Waterisourmostpreciousresource,itmakesup90%ofourbodies,yetweuseit…likewater.Savingtheseasisalittleharderbuteachoneofuscanmakeadifference.We(andthecorrespondingour,us)inaboveexamplesarereferstoboththereader(thepublic)andtheadvertiser.

2.1.3Thefirstpersonpronounreferstotheconsumer

Inordertoshowtheobjectivityoftheiradvertising,advertiserssometimesadoptwithathirdpartytoconveytheinformationtothereaderForexample:(3)Poetryinmotion，dancingclosetome.(Toyota).Thefirstpersonpronounsrefertotheconsumerswhowillbepersuadedtopurchasetheprovidedservices.

2.2Theinterpersonalmeaningofsecondpersonpronounsinadvertisements

Thesecondpersonpronoun‘you’appearsfrequentlyintheadvertisements.Advertisingauthorsoftenusesecondpersonpronountorefertothereadersandpotentialcustomers.Theuseof‘you’intheadscanbringthereadersintospecificscenes,andunconsciouslymakethereadersfeelequalwiththepersonintheads.Forexample:(4)Obeyyourthirst.Intheexamplesofads,theadvertisercannotdirectlyinteractwiththereaders.

2.3Theinterpersonalmeaningofthirdpersonpronounsinadvertisements

Althoughthesituationinwhichthethirdpersonpronounsarebeingusedisveryrare,theoccasionalusewillbringsurprisingeffect.Forexample:(5)Onaclearday,youcanseeTHEFUTUREOFYOURBUSINESS.Youdon’tneedacrystalballtoseethefutureofyourbusiness.YoujustneedaCPAswiththeirinsight,knowledgeandforesight.CPAscanhelpyouachievetopperformanceinarapidlychangingbusinessenvironment.Theyseetheopeningsothersoverlook.Theyseetheonestoavoid.Soyoucanclearlyseewhatisaheadforyourbusiness.ThisistheadvertisementofAmericanInstituteofCertifiedPublicAccounts,inwhichadvertiserappearsintheformofthirdpersonpronoun.Bythemeansofunknownvoicetomakeitismoreobjectiveandreliable.Byemployingthosemarkers，suchashe，she，itandthey，thecopywriterstendtoestablishapersonalbondbetweenthemandthepotentialconsumers.

3.Conclusion

Throughtheaboveanalyseswecanfindthedifferentpersonpronounsareusedtocreateanintimateatmosphere,shortenthesocialandpsychologicaldistancewithreaders.Thus,advertisingcanguidethereadersandachievingthepurposeofmarketingitsgoods.Theapplicationofpersonalsysteminadvertisingmakestheadvertisementsbemoreofhumanity.

Bibliography：

[1]Halliday,M.A.K.AnIntroductiontoFunctionalGrammar[M].London:EdwardArnold,1994.

[2]柏桦.英汉广告语篇中人称指代的语用功能[J].修辞学习,2007(1).

作者简介：

1.祖林（1957-），男，河北省唐山人，华北电力大学（保定），副教授，学位：硕士研究生，研究方向：英汉对比语言学，应用语言学。

2.朱蕾（1988-），女，山东省嘉祥人，河北省华北电力大学（保定）外国语学院硕士研究生，研究方向为英汉对比语言学，应用语言学。