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Contents
Acknowledgements
Abstract
摘要
Chapter One Introduction-1
1.1 The Background and Objective of This Study-1
1.2 Public Service Advertisements-1
1.3 The Structure of This Thesis-2
Chapter Two Literature Review-3
2.1 Interpersonal Meaning and Mood-3
2.1.1 Interpersonal Meaning-3
2.1.2 Mood-3
2.2 Previous Studies on Public Service Advertisements-4
ChapterThree Contrastive Analysis of Mood in English and Chinese Public Service Advertisemnets-6
3.1 Contrastive Analysis of Giving Information-6
3.1.1 Indicative-6
3.1.2 Interrogative-7
3.1.3 Exclamative-8
3.2 Contrastive Analysis of Demanding Action-8
3.2.1 Indicative-9
3.2.2 Imperative-9
Chapter Four Conclusion-12
4.1 Major Findings-12
4.2 Limitations and Suggestions for Further Research-12
References-13
Abstract
The public service advertisement is a nonprofit advertisement. It aims to protect the public interests and calls on the public to take part in and solve the social problems. This thesis is on the basis of the mood system under interpersonal function to analyze the differences between Chinese and English public service advertisements from the aspects of giving information and demanding actions. This study shows that there exist differences in the application of mood in Chinese and English public service advertisements. indicative, interrogative, exclamative mood can be used to give information to the audience, and imperative is used to demand actions clearly. However, English public service advertisement seldom uses exclamative, but it uses indicative more than Chinese does. The application of mood can shorten the distance between the advertiser and audience and enhance the persuasiveness of the public service advertisements which make the audience to participate in the social life actively. The author hopes that this study can let the public understand the mood in public service advertisements and promote the development of the public affairs. Meanwhile, the author also hopes scholars can pay more attention to the contrastive study of mood in Chinese and English public service advertisements.
Keywords: English and Chinese public service advertisements mood contrastive analysis