International Journal of Frontiers in Sociology, 2023, 5(8); doi: 10.25236/IJFS.2023.050823.
Yanqing Fang
School of the English Language and Culture, Xiamen University Tan Kah Kee College, Xiamen, Fujian, China
Ads for public service can illustrate the relationship between the advertiser and their audience, in addition to their communication and discussion. This investigation endeavors to investigate the interpersonal implications of the modality system by means of tense and voice utilizing systemic functional grammar. Present tense is the most widely used in public service advertisements to express emotion, followed by past tense and future tense in third place. Proposals that are advantageous to the audience are generally expressed in the present tense. The use of the past tense emphasizes the significance of public service. The future tense is typically employed to demonstrate the significance of the audience's endeavors. In PSA, the majority of the phrases are composed using the active voice. The majority of objects in passive voice clauses are usually inanimate or occurrences, rather than people.
Mood System, Public Service Advertising, Tense and Voice
Yanqing Fang. The Function of Tense and Voice in Mood System in Public Service Advertising Texts. International Journal of Frontiers in Sociology (2023), Vol. 5, Issue 8: 145-152. https://doi.org/10.25236/IJFS.2023.050823.
[1] Cook G. (2003) The Discourse of Advertising. Routledge, London.
[2] Chen L.L (2007) Interpersonal Meanings in the Discourse of Public Service Advertising. Shandong University, China.
[3] H.M.A.K. (1985) An Introduction to Functional Grammar. Edward Arnold, London.
[4] H.M.A.K. (1994) An Introduction to Functional Grammar. Edward Arnold, London.
[5] L.G. (1966) English in advertising: a linguistic study of advertising in Great Britain. Longrnan, London.
[6] Li Z.Z. (1994) Interpersonal Meaning in Discourse. MS., Peking University.
[7] Li Z.Z. (2002) Interpersonal Meaning in Discourse. Yi Wen Publishing Military, Beijing.
[8] M.J.R. (1992) English Text: system and structures. Amsterdam: John Benjamins, Philadelphia.
[9] P.F.R. (2001) Mood&Modality. Cambridge University Press, Cambridge.
[10] Wang L., Cai C.H. (2008) An Analysis of the Interpersonal Meaning of the Mood System in English Advertisements. Journal of Zhejiang Gongshang University, Vol. 91, N0. 4, 42-46.