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On Metaphors of Mood in English Advertising Discourse |
School of Foreign Languages, Jiangsu University |
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Abstract Functional Grammar considers metaphors as a variant of meaning expression at the grammatical level as well as the lexical level. An analysis of English advertising discourses leads to the conclusion: metaphors of mood in advertisements, embodying multiple speech functions, have the following pragmatic functions, namely, politeness, consultation, vagueness, association, and textual cohesion, therefore, reflecting the advertiser’s efforts to manipulate the target audience via establishing an interpersonal relation with them so as to reach his business aim.
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