The Realization of Mood through Lexical Choices in English Public Service Advertising Texts

DOI

10.2991/sser-18.2018.47How to use a DOI?

Keywords

Mood system; English public service advertising; Lexical choices

Abstract

Public service advertisement can indicate the relationship between the advertiser and the audience as well as the interaction and negotiation between them. Based on the systemic functional grammar, this research aims to investigate the interpersonal meaning of mood system through lexical choices. Modal operators and mood adjuncts are frequently used to realize mood, while the advertiser applies few comment adjuncts to the public service advertising texts. Positive modal operators are much more than negative modal operators. More frequent occurrence of positive low and median modal operators indicates the speaker wants the listener to believe in the truthfulness of his meanings, positiveness of his attitudes, feelings and actions in the public service advertising. Moreover, most of the high modal operators are used to express the audience’s incapability of doing something.

Copyright

© 2018, 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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TY  - CONF
AU  - Yanqing Fang
PY  - 2018/05
DA  - 2018/05
TI  - The Realization of Mood through Lexical Choices in English Public Service Advertising Texts
BT  - Proceedings of the 2018 8th International Conference on Social science and Education Research (SSER 2018)
PB  - Atlantis Press
SP  - 226
EP  - 233
SN  - 2352-5398
UR  - https://doi.org/10.2991/sser-18.2018.47
DO  - 10.2991/sser-18.2018.47
ID  - Fang2018/05
ER  -