Proceedings of the 7th International Conference on Education, Management, Information and Mechanical Engineering (EMIM 2017)

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Interpersonal Meaning of Mood and Modality in English Public Service Advertising Texts

Authors
Huiqun Yu
Corresponding Author
Huiqun Yu
Available Online April 2017.
DOI
10.2991/emim-17.2017.48How to use a DOI?
Keywords
Mood; Modality; English public service advertising
Abstract

English public service advertisements (PSAs) are aimed to provide information of social problems and persuade readers to take positive actions. On the basis of Halliday's systemic functional grammar, this paper probes into the interpersonal meaning of mood and modality in PSAs texts. Advertisers prefer to choose three main kinds of mood: declarative, interrogative and imperative. It is found that the main function of declarative is to give information. Interrogative and imperative make texts more interactive, involving readers and attracting their attention. Then the study reveals that advertisers tend to influence readers' attitudes and behavior through controlling modality. By studying the selection and usage of mood and modality in discourse, the personal meaning of English PSAs texts can be better understood and evaluated.

Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 7th International Conference on Education, Management, Information and Mechanical Engineering (EMIM 2017)
Series
Advances in Computer Science Research
Publication Date
April 2017
ISBN
10.2991/emim-17.2017.48
ISSN
2352-538X
DOI
10.2991/emim-17.2017.48How to use a DOI?
Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

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TY  - CONF
AU  - Huiqun Yu
PY  - 2017/04
DA  - 2017/04
TI  - Interpersonal Meaning of Mood and Modality in English Public Service Advertising Texts
BT  - Proceedings of the 7th International Conference on Education, Management, Information and Mechanical Engineering (EMIM 2017)
PB  - Atlantis Press
SP  - 222
EP  - 227
SN  - 2352-538X
UR  - https://doi.org/10.2991/emim-17.2017.48
DO  - 10.2991/emim-17.2017.48
ID  - Yu2017/04
ER  -