All together this advertisement is made up of five sentences. From the table the moods of different clauses are clearly represented. There is one interrogative sentence that is sentence (1) and one imperative sentence that is sentence (4) Most of the mood types are declarative mood. Copywriters do the advertisement to give the customer more and more information about the product. What is the difference of interrogative and imperative moods? Although sentence (1) is an interrogative sentence, it is in fact not a question to ask for answer but to express a good will since the answer is self-evident. That is “ It would be nice to grow old with a few more laugh line.” The copywriter uses two statements to indicate how they can fulfill this will. Sentence (4) is an imperative sentence expresses some requirements, which serves to ask the readers to buy the service. The ultimate aim of the copywriter is arousing the reader’s attention and takes action. Sentence (5) is in fact not a complete sentence in traditional grammar. It is actually a subordinate clause why readers should choose the insurance provided by the company. The copywriter uses this clause independently just to put it in an emphatic place. Finally readers may be persuaded to buy. The company’ goal is to sell their product or service and benefit for further productions.
The mood pattern of this advertising is represented: interrogative, declarative, imperative.
5.3Analyzing the register of the advertising
This advertisement is a consumer advertisement to all the people who want to take insurance in the newspaper.
Relate the detail to the functional grammar as follows:
Field Consumer advertisement
Tenor All the people who want to take insurance
Mode Magazine advertisement
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