英文商业广告话语的人际意义研究

在过去几十年中，许多语言学者从不同角度致力于广告语篇的研究，涉及语音、词法、句法、认知特征及其文化内涵。近年来，广告话语的人际意义引起诸多学者的兴趣和关注，国内多数研究以韩礼德的人际意义理论为基础，从语气、情态和调值三方面探讨广告话语，而笔者将从其他因素着手，如时态、人称代词、否定句和被动态等，从微观社会层面研究它们如何在英语商业广告中实现人际意义；同时从宏观社会层面融合批评性话语分析理论和巴赫金的对语理论，揭示人际意义在多种对话中如何构建广告者和读者之间的社会关系，以及广告话语如何成为及体现权力（霸权）话语的。

Interpersonal meaning of English commercial advertising discourse

The past several decades saw intensive study in advertisements by many linguists from such perspectives as phonetics, lexis, syntactics, cognitive features and cultural contents. Recently, the interpersonal meaning of advertisements has aroused much scholarly interest. Many published researches focus on three elements, i.e. mood, modality and key, promoted by Halliday in his theory of interpersonal meaning. This article chooses to study interpersonal meaning of advertising discourses at both micro-social and macro-social levels from some other elements including tense, pronouns, negative sentences and passive voice. It uses CDA and Bakhtin＇s theory of dialogue to explain how interpersonal meaning constructs the social relationship between advertisers and readers and how advertising discourses have become powerful （hegemonic）.