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

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. Keywords—Mood system; English public service advertising; Interpersonal metaphor