English advertising slogans: A modality system analysis

Abstract

Advertising slogans in English are notable for their unique and discursive features, which make them stand out. Samples of 120 English slogans with modality from 500 of the most well-known commercials are chosen to represent the modality system in interpersonal meta-function. The functional qualities of English slogans are intended to be interpreted by a systematic analysis of these slogans from the perspectives of modality type, modal value, and modal responsibility. Because of this, the middle or low modality value is often seen in English slogans, along with an expressive subjective orientation, is used in most of them. Advertisers are expected to benefit from this article, which aims to help them develop great advertising slogans and improve the effectiveness of advertising voice communication.