Proceedings of the 2019 International Conference on Contemporary Education and Society Development (ICCESD 2019)

The Realization of Mood through Interpersonal Metaphor in English Public Service Advertising Texts

Authors
Yanqing Fang
Corresponding Author
Yanqing Fang
Available Online July 2019.
DOI
https://doi.org/10.2991/iccesd-19.2019.34How to use a DOI?
Keywords
Mood system; English public service advertising; Interpersonal metaphor
Abstract
The public service advertisement can indicate the relationship, interaction and negotiations between the advertiser and the audience. Based on the systemic functional grammar, this paper aims to investigate the interpersonal meaning of mood system through the interpersonal metaphor. The tagged declaratives, rather than the normal declaratives, make the statement more attractive and impressive. The modulate interrogative, rather than the normal imperative, makes the command more impressive and persuasive.
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Proceedings
2019 International Conference on Contemporary Education and Society Development (ICCESD 2019)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2019
ISBN
978-94-6252-757-7
ISSN
2352-5398
DOI
https://doi.org/10.2991/iccesd-19.2019.34How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yanqing Fang
PY  - 2019/07
DA  - 2019/07
TI  - The Realization of Mood through Interpersonal Metaphor in English Public Service Advertising Texts
BT  - 2019 International Conference on Contemporary Education and Society Development (ICCESD 2019)
PB  - Atlantis Press
SP  - 136
EP  - 140
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccesd-19.2019.34
DO  - https://doi.org/10.2991/iccesd-19.2019.34
ID  - Fang2019/07
ER  -