(一)广告语篇中的情态隐喻Thompson曾将情态责任(modal responsibility)定义为“说话人在多大程度上公开接受对所表达态度的责任”［3］。他认为说话人在表述观点时，不但能够通过明确主观让自己的观点主观化，使之带有明显的主观感情色彩;同时也可以使用明确客观让自己的观点客观化，甚至使之看起来如同所述事物自身的内在属性。而这两个情态取向正是情态隐喻在广告语篇中发挥劝说影响的两个相辅相成的表达方式。Dyer认为“最好的广告听起来就像是两个朋友在交谈”［7］。可见，广告中的主观情感有利于拉近产品与潜在顾客的联系，使广告语篇听起来如同一位好友的推荐或者建议，从而淡化了广告的商业意味，增加了广告的亲和度。但同时广告语篇为达到其劝说效果，必须取信于受众。为了促成消费者的购买行为，英语论文范文，一味的“动之以情”是不可取的，必须做到“动之以情，晓之以理”。而显性客观恰好能有效地隐藏广告中的主观情感，用产品自身的内在属性说话，从而增加了广告的可信度。We believe all passengers deserve something tolook forward to．No passenger on Virgin Atlantic Air-ways will ever be faced with a boring flight．That's be-cause we're the only airline that has personal videoscreens at every seat on every flight to London．It seemsthat giving to a wide selection of first run movies musicvideos，news，games and sports will make your trip rela-xing and enjoyable．And being treated to our renownBritish hospitality won't hurt either．No other airline of-fers economy passengers anything like it．It is probablybecause when it comes to comfort，we believe no oneshould take a back seat．-—Virgin Atlantic上面是Virgin航空企业的一则宣传广告，广告中不但为航空企业所提供的服务表达了准确、足够的信息，同时应用了显性主观与显现客观的情态隐喻，从而增加了广告的亲和度和可信度。开篇第一句We believe all passengers deserve something to lookforward to。便使用了显现主观的情态隐喻，让航 |
