营销演讲话语中的情态动词研究

A Study of Modal Verbs in Marketing Speech Discourse

摘要: 营销行为离不开营销话语。而情态动词是实现语言人际功能的重要途径，通过研究营销演讲话语中的情态动词，可以有效地解读说话者如何通过语言达成营销目的。本研究采用语料库研究方法，依托系统功能语言学派中Halliday对情态动词量值的划分，对营销演讲语篇中情态动词的使用情况进行批判话语分析，以总结其特征并究其动因。结果显示，营销演讲语篇中低量值情态动词得到了大量使用；中量值情态动词使用占比次之；而高量值情态动词使用占比极低。形成该特征一是受营销演讲语篇文本类型影响，二是与营销演讲语篇的语用目的相关。

Abstract: Marketing behavior is closely linked to marketing discourse. And modal verbs are an important way to achieve the interpersonal function of language. By studying modal verbs in marketing speech texts, can effectively interpret how speakers achieve marketing goals through language. Based on Halliday’s classification of modal verbs in systemic functional linguistics, this paper uses a corpus approach to conduct a critical discourse analysis of the use of modal verbs in marketing speech discourse in order to summarize the characteristics and figure out the reasons. The results show that low value modal verbs are widely used in marketing speech discourse; The use of medium value modal verbs takes the second place; However, the use of high value modal verbs is extremely low. The reasons for this are, on the one hand, influenced by the type of text in the marketing speech discourse, and, on the other hand, related to the pragmatic purpose of the marketing speech discourse.