人际功能视角下的英文公益广告分析

An Analysis on English Public Service Advertisements from the Interpersonal Meaning Perspective

摘要: 公益广告是对公众进行社会道德宣传的一个重要环节。本文以系统功能语法中人际功能为理论基础，自建语料库，分别借助AntConc以及SPSS进行检索统计和数据分析，从语气、情态和人称系统角度对60则英文公益广告的人际意义进行分析。研究发现，英文公益广告主要使用祈使语气以实现其教育目的；广告主不常使用情态系统以保证广告的可靠性；第二人称在公益广告中最常出现，通过构建对话情境来增强读者责任感。本文旨在揭示在不同系统下英文公益广告如何通过利用词汇语法资源实现劝说和教育作用，对国内公益广告的设计提供借鉴与参考，引起人们对于公益广告的关注。

Abstract: Public Service Advertisements (PSAs) are an integral part of social and moral propaganda to the public. The researcher, based on the interpersonal function of the systematic functional grammar, builds a corpus and analyzes the interpersonal meaning of 60 English PSAs from the perspective of mood, modality and person system through the data statistics and analysis by AntConc and SPSS. The study found that PSAs advertisements mainly use imperative mood to moderate the serious-ness to educate the public; advertisers use the modal system infrequently to ensure the reliability of the advertisements; the second person is most often found in PSAs to enhance readers’ sense of responsibility by building a dialogical situation. The paper is to reveal how the English PSAs use lexicogrammatical resources to persuade and educate the public in different systems, providing reference for the design of domestic PSAs, and drawing people’s attention to PSAs.