PAGE中英文廣告的人際功能對(duì)比研究AComparativeStudyofInterpersonalFunctioninChineseandEnglishAdvertisementsAbstract:Advertisingisoneofthemosteffectivewaysforenterprisestopublicizetheirproducts.Thestudyofadvertisingisextremelyimportantforthedevelopmentofenterprises.UndertheframeworkofHalliday’ssystemic-functionallinguistics,interpersonalfunctionmainlymeansthatpeoplecommunicatewithothersthroughlanguage,establishandmaintaininterpersonalrelationship,uselanguagetoinfluenceothers’behaviors,anduselanguagetoexpresstheirviewsontheworld.ThetheoreticalframeworkofthisstudyisbasedonHalliday’ssystemic-functionalgrammar.AccordingtoHalliday,metafunctionisthemostabstractlanguagefunction,whichmustberealizedbygrammaticalforminanewleveloflinguisticsystem.Specifically,interpersonalfunctionisrealizedbymoodsystem,modalitysystem,andpersonsystem.Thisstudyexplorestherelationshipbetweenlanguageformandinterpersonalfunctionfromtheperspectiveofsystemicfunctionalgrammar.Thecoreofthispaperistoestablishthecorrespondencebetweentheinterpersonalfunctionandthelanguageforminadvertisingdiscourse,andtofindoutthesimilaritiesanddifferencesbetweenEnglishandChineseadvertisingdiscourseinthewayofrealizinginterpersonalfunction.Keywords:ChineseandEnglishadvertisements;interpersonalfunction;mood;modality;personsystemContents1.Introduction2.InterpersonalFunctions2.1DefinitionsofInterpersonalFunction2.2AchievementofInterpersonalFunction2.2.1Mood2.2.2Modality2.2.3PersonSystem3.MoodsinChinese&EnglishAdvertisements3.1IndicativeMoodinChinese&EnglishAdvertisements3.2InterrogativeMoodinChinese&EnglishAdvertisements3.3ImperativeMoodinChinese&EnglishAdvertisements4.ModalityinChinese&Englishadvertisements4.1ModalityofIndicativeSentencesinChinese&EnglishAdvertisements4.2ModalityofInterrogativeSentencesinChinese&EnglishAdvertisements4.3ModalityofImperativeSentencesinChineseandEnglishAdvertisements5.PersonSysteminChinese&Englishadvertisements5.1theUseoftheFirstPerson5.2theUseoftheSecondPerson5.3theUseoftheThirdPerson6.ConclusionAcknowledgmentsBibliographyATHESISFORTHEDEGREEOFBACHELORPAGE131.IntroductionAdvertisingisthelargest,fastestandmostextensivemediumofinformationtransmission.Throughadvertising,enterprisesorcompaniescantransferinformationsuchasthecharacteristics,functionsandusesofproductstoconsumers,communicatebetweenproducersandconsumers,attractconsumers'attentionandinterest,andpromotepurchase.Accordingto“AdvertisingPsychology”.Infact,advertisingistheartofpersuasion(計(jì),蔡,1995:71).“Persuasion”isthemostfundamentalandpurposeofadvertising,andlanguageisthecarrierofthispurpose.Withthecontinuousimprovementofthemarketeconomysystem,theadvertisingspreadbytherapiddevelopmentofmassmediaiscarryingouttheworkof“persuasion”inthebroadsocialspace.Themorewidelyspread,thegreatertheroleofadvertising.Inthefaceofadvertisingwithsuchsocialinfluence,inordertopromoteaproductorservice,advertisingdesignerstrytheirbesttobuildgoodinterpersonalrelationshipswithconsumers.Ingeneral,theinterpersonalfunctionofadvertisinglanguagefullyreflectstheintentionofadvertiserstodesignadvertisements.2.InterpersonalFunctionSystemic-functionalgrammarisasetofgrammartheoryestablishedbythelinguistHalliday.Thisgrammaticaltheoryfocusesonthethreefunctionsoflanguage,includingconceptualfunction,interpersonalfunctionanddiscoursefunction.In“AnIntroductiontoFunctionalGrammar”(Halliday,M.A.K.2000).2.1DefinitionsofInterpersonalFunctionInterpersonalfunctionreferstothefunctionoflanguagetoexpressthespeaker'sidentity,status,attitude,motivation,inferotherthings,participateinsocialactivities,andestablishandmaintaininterpersonalrelationshipwithothers.Functionalgrammarholdsthatintheprocessofcommunication,thespeakerscanplaydifferentspeechroles,andthespeechroleshavetwobasictasks:givinganddemanding.Thatistosay,thespeakercangivesomethingtotheaddresseeoraskforsomethingfromtheaddressee.Objectsincommunicationcanalsobedividedintotwocategories:(1)goodsandservices;(2)information.Thetwovariablesofcommunicativeroleandcommunicativeobjectcanformfourmainspeechfunctions,namely,statement,question,offeringandcommand.Thesefourfunctionsarereflectedinthelexicalandgrammaticallevelofthelanguage,andtheircorrespondingsentencepatternsarestatements,questionsandimperatives.Statement,questionandimperativearethemainpartsofthemood.InEnglish,themoodofasentenceisdeterminedbythepresenceandarrangementofthepredicatepartofthesubjectandthepredicateverb.ThereisnopredicativepartinChinese,sothemoodofChinesesentencescannotbejudgedbysimilarmethods.ThemoodtypesofChinesesentencesareclassifiedfromthepragmaticlevel.Althoughtheclassificationcriteriaaredifferent,theclassificationresultsofmoodinChineseandEnglishareverysimilar,includingstatement,question,imperativeandexclamation,etc.,andthecorrespondingbasicspeechfunctionsofeachmoodarealsoverysimilar,whichbecomesthebasisofourcomparativestudy.Tothecommercialadvertisement,itsspeechfunctionisveryclear:introducestheproductortheservicetothereader,namely,providesabouttheproductortheserviceinformation,thenurgestheconsumertotakeactiontopurchasethisproductortheservice,thatistosay,acceptstheproductortheservicewhichitprovides.Therearethreestepsforanadvertisementtowork:providinginformation,arousinginterest,andurgingpurchase.2.2AchievementofInterpersonalFunctionInterpersonalfunctionmeansthatlanguagehasthefunctionsofexpressingthespeaker'sidentity,status,attitude,motivationandhisinference,judgmentandevaluationofthings.Itcanbeachievedfromthreeperspectives:mood,modalityandpersonalsystem.2.2.1MoodWhenpeopleobservethestatements,questionsinEnglish,theywillfindthataspecialpartoftheclausesoccursrepeatedly,andthiselementisthemood.Moodconsistsoftwoparts:subjectandfiniteelement.Thesubjectcanbeanounoranyword,phrase,orevenclausethathasthepropertiesofanoun.Finitecomponentsareauxiliaryverbsthatexpresstenseormodality.Forexample,theboyhaslostthewallet,“theboy”isthesubject,“has”isthefinitecomponents.CertainqualifyingelementsinEnglishareoftenusedinconjunctionwithlexicalverbs,suchas“ran”asacombinationof“run”and“did”.Therearefourkindsofmood:theindicativemood,theinterrogativemood,theimperativemoodandthesubjunctivemood.Theindicativemoodisusedtoexpressthestatement,inwhichthesubjectcomesbeforethefiniteelement;Interrogativemoodreferstothemoodofaskingaquestion,usuallyendingwithaquestionmark.Intheimperativesentences,thepredicateverbsaretheoriginalformoftheverb,calledtheimperativemood.Theyareusedtomakearequest,invite,giveadvice,givedirections,giveawarning,giveanorder,etc.2.2.2ModalityIninterpersonalfunction,thespeaker'sjudgmentonthesuccessandeffectivenessofthepropositionhespeaks,ortheobligationhedemandsfromtheotherpartyinthecommand,orthepersonalwillingnessheexpressesintheproposal,allarerealizedbythemodality.Originally,thesentenceistoexpressthespeaker'sknowledge,viewsorrequirements,whilethemodalityistoexpressthespeaker'ssubjectiveperceptionofthetruth(possible)ofhisknowledgeandviews,ortoachievetheirownrequirementsofmandatory(necessary)orwillingness(will).ThefollowingpassageisfromPresidentGeorgeW.Bush'sinauguraladdress.(a)Together,wewillreclaimAmericas'schools,beforeignoranceandapathyclaimmoreyounglives.(b)WewillreformSocialSecurityandMedicare,sparingourchildrenfromstruggleswehavethepowertoprevent.Andwewillreducetaxes,torecoverthemomentumofoureconomyandrewardtheeffortandenterpriseofworkingAmericans.(c)Wewillbuildourdefensesbeyondchallenge,lestweaknessinvitechallenge.(d)Wewillconfrontweaponsofmassdestruction,sothatanewcenturyissparednewhorrors.Intheaboveexample,Bushusealotof“will”inhisinauguraladdresstocallforgreaterunityandactiveparticipationinnationalandcommunityaffairs.“Will”expressedtotheaudiencehisconfidencetotheAmericaandhispromisetothepeopleandhopethatpeoplecantrusthim.2.2.3PersonSystemTheEnglishpersonsystemisusuallydividedintothefirstperson,thesecondpersonandthethirdperson.Inpeople’sdailylife,oneofthereasonwhypeopleuselanguageistoestablishinterpersonalrelationship.Theyusuallyusethefirstpersonpronountorefertothespeaker.Andintheadvertisements,thefirstperson“we”hasmanydifferentmeanings:itreferstothespeakerhimselfaswellastothosehethinkscanberepresented.;Itreferstotheconsumers;Andthesecondpersonpronounusuallyreferstotheconsumersorreaders,andordinarypeople.While,thethirdpersonreferstotheproductintroducedintheadvertisement.Personalpronounshavedifferentreferenceindifferentsituations,sotheirmeaningsarecomplicated.3.MoodsinChinese&EnglishAdvertisementsTheinterpersonalfunctionofcommercialadvertisementcanberealizedthroughmood.Inadvertisements,moodcanbedividedintoindicativemood,interrogativemood,imperativemood,theuseofdifferentmoods,theroleofadvertisingisalsodifferent.3.1IndicativeMoodinChinese&EnglishAdvertisementsTheindicativemoodismainlyusedtoprovideinformation.Thepurposeoftheadvertisingistointroduceandpromotetheirproductstoconsumers,sothemostimportantmoodintheadvertisingistheindicativemood.Theindicativemoodindicatesthatthepropositionoftheclauseistrue,consumerswillfeelthatthebusinessispresentingafacttothem,sothattheycanacceptandbelieveitmoreeasily.BelowistheOpium(Opium)perfumeadvertising:“Neverhasaperfumeprovokedtoemotion.”Translation:從未有一種香水能激起我如此強(qiáng)烈的感情.Theadvertforperfumehasanoriginalstructureof“Thereisnotaperfumewhichcanprovokesuchemotion.”Usethenegativeform(never)toaffirmthecharmoftheperfume.Althoughtheadvertisingwordsinindicativesentencesaresimpleandplain,theomissionofthesubjectmakesthesentencesstrikingandtheemphasisprominent,andtheexpressionofproductfunctionsistrueandauthentic,whichsuccessfullyachievestheadvertisingeffect.Also,“Nobusinesstoosmall,noproblemtoobig.”FromInternationalBusinessMachines,showtheirgreatconfidenceintheirbusiness.However,theChineseadvertisementsrarelyusethenegativeformandgenerallyusethepositiveform.Forexample,“康師傅方便面，好吃看得見(jiàn)”.Itusesofpositiveformtoshowconsumersthedeliciousnessoftheinstantnoodles,sothatpeoplecannothelpbutwanttotasteitinperson.Inaword,bothpositiveandnegativeformsareusedinChineseandEnglishadvertisements.However,EnglishadvertisementsusemorenegativeformandChineseadvertisementsusemorepositiveform.3.2InterrogativeMoodinChinese&EnglishAdvertisementsTheinterrogativemoodisusedtoexpressdoubt.Obviously,theinterrogativemoodusedinadvertisementsisnotreallyintendedtogetanswersfromcustomers.Thebusinessesdothisinordertoattractcustomers'attention,interestandpositivethinking,thusarousingconsumers'curiosityandpromptingthemtotakeactionstobuyproducts.Inthiscontext,theverbalfunctionofaskingquestionschangesfromaskingforinformationtoindirectlyprovidinginformationtotheotherparty.Byaskingquestions,consumerswillpaymoreattentiontotheadvertisingwithgreatinterestandhaveatry.Forexample:Removalists?Plasterers?Painters&Decorators?DeckingContractors?MarqueeHire?LandscapeDesigners?FunctionOrganizers?Translation:搬家公司，粉刷公司，油漆公司，裝修承包公司，遮蓬租用公司，景觀設(shè)計(jì)公司，活動(dòng)組織公司在哪里？Theadomitthequestion“Whereare?”anduseoneortwowordscapturethepublic'sattentionandmakepeoplewanttoknowhowtosolvetheseproblems.ItisanadvertisementfortheAustralianYellowPagesTelephoneBookCompany,whichconveysthatthecompany'sservicescovereveryaspectofpeople'sdailylife.Advertiserconcernsconsumersfromtheperspectiveofthemselves,sothatconsumershaveagoodimpressionoftheservice,suchservicescanbefavoredbyconsumers.Also,anotherexampleisaadvertisementfromAlibaba,“讓天下沒(méi)有難做的生意：讓誠(chéng)信的商人富起來(lái)：他們?cè)诰W(wǎng)上做成了生意，你呢？”.Itdoesnotomitanycomponents,andconveytheintentionoftheadvertiserproperly,thepurposeofusequestionisnottoexplainorgettheanswer,buttospreadthecompany'sreputation.Allinall,intheinterrogativemoodofChineseandEnglishadvertisements,generally,Englishadvertisementswouldomitthecomponents,whileChineseadvertisementswouldn’tomitthecomponents,andexpressedthemeaningoftheadvertisercompletely.3.3ImperativeMoodinChinese&EnglishadvertisementsAdvertisingasaspecificformoflanguagecommunication,itdoesnothavethequalificationandrightto“order”consumers,anditcan’t“order”consumerstobuyaproductorreceiveservice.Therefore,inthespecificstyleofadvertising,althoughtheimperativesentenceimpliesacertaindegreeof“order”mood,itusuallyhighlightsthe“request”meaningoftheimperativesentence.Forexample:Justdoit.(NikeSports)Obeyyourthirst.(Sprite)我們集大成,您超越自我.(MitsubishiElectrician)Intheaboveexample,advertisersdonotdirectlyorderconsumerstoconsume,butwhenconsumerslistentotheseadvertisingwords,theywilltoconsume,becausetheseadvertisingwordsgivepeopleapositiveforce,letconsumersobeytheirhearts,inthisway,advertisershaveachievedtheirpurpose.Tosumup,thereasonwhyimperativemoodisfavoredbyadvertisingdesignersinadvertisingEnglishisthattheycanmeetthepurposeofadvertising,establishagoodinterpersonalrelationshipbetweenadvertisingandtheaudience,andfinallyachievethegoalofadvertising.IntheChineseandEnglishadvertisements,theuseofimperativemoodisquitesimilarly,theyallhaveonethingincommon,thatistopromoteconsumption,thereisno“order”mood,butmakeconsumerstoconsumeindirectly.ModalityinChinese&EnglishAdvertisementsModalityisasyntacticsemanticcategoryusedtoreflectthespeaker'ssubjectiveopiniontowhathesays.Originally,thesentenceistoexpressthespeaker'sknowledge,opinionsorrequirements,whilethemodalityistoexpresstheauthenticityofthespeaker'ssubjectiveperceptionofhisknowledgeandopinions.4.1ModalityofIndicativeSentencesinChinese&EnglishAdvertisementsThemodalityintheindicativesentencecanhighlightthekeypointsintheadvertisinginformation,andcanalsoshortenthedistancewithconsumers,sothatconsumersfeelclosetobusinessesandproducts,whichisconducivetotheestablishmentofgoodinterpersonalrelations.Forexample,“Youcan’tbeatthefeeling!(Coca-Cola)”.Here,asawordwithclearandobjectiveorientation,“can’t”bringsconsumersintoarealsituationwheretheyneedthiskindoffood.Therefore,thebusinessmenexpresstheirsubjectivedesiretopersuadeconsumerstobuythiskindoffood.And,anadvertisementofacandycompanysays“你的確擁有最好的鑒定力”.Theuseofsuchhighmodalquantifiersas“的確”and“最好的”givesconsumersastronghintthattheywillnotregrettheirchoiceoffood,whichwillbeapsychologicalcomfort.Thesetwoads,onepositive,onenegative,allcancauseconsumerstoconsume,andthenegativeformofadvertisinglanguagecanmorestimulatethedesireofconsumption.Inshort,inChineseandEnglishadvertisements,theuseofmodalityinindicativesentencesdoesnotmakemuchdifference.Bothofthemgivepeopleanirresistibleforceandurgeconsumerstoconsume.4.2ModalityofInterrogativeSentencesinChinese&EnglishAdvertisementsQuestionsexpresstheviewsoftheintendedaudience.Thequestionintheadvertisementisaimedattheconsumerswhoneedtheproduct.Althoughtheactualanswerofconsumersmaybeprobability,theanswerofbusinessesisexpectedtobeuniform,thatis,eitheryesorno.Forexample,anAD“Youwillbuythisspecialgifttoyourdarling,don'tyou?”Theadvertisementskillfullyusesrhetoricalquestionsandtheword“will”,whichcanarouseconsumers'interestandcuriosityintheproductandurgethemtobuyimmediately.Inaddition,Lenovocomputeradvertising,“如果失去了聯(lián)想，人類將會(huì)怎樣？”Translation“Whatwouldhappentohumanswithoutlenove?”Aphrasewithadoublemeaning,saidthesignificanceof“Lenovo”tohuman,“would”inherenotonlytriggeredhumanthinkingaboutthefuture,butalsolinkedtothetomorrowofthehumanandtheproduct,itisbeneficialtoitspromotion.ItcanbeseenfromthecomparisonthatthereisnogreatdifferencebetweenthemodalityofinterrogativesentencesinChineseandEnglishadvertisements.Bothofthemcanstimulateconsumptionandachievethepurposeofmerchantsafterraisingquestions.4.3ModalityofImperativeSentencesinChinese&EnglishAdvertisementsTherelationshipbetweenadvertisersandconsumersisoneofequalityandreciprocity.Businessescannotoverrideconsumersandcannotforceororderconsumerstobuytheirproducts.Inotherwords,businessescannotinfluenceconsumers'buyingintention.Sothemodalityintheadvertisementimplies“You'resupposedto...”or“Youareallowedto...”.Forexample,thePhilipsad“Let'smakethingsbetter.”Translation:讓我們做得更好.ItshowthatPhilipswantstoproducehigherqualityandbetterproductssoastoservethesociety.Anotheradvertisement,“要想皮膚好，早晚用大寶”,expressesthatifconsumerswanttomaketheirskingood,theycanuseDabao,andconsumersarealsowillingtoacceptthismethodofadvertising.InChineseadvertisements,themodalityisusedtoexpressthelanguagefunctionthatrequiresaction,whileinEnglishadvertisements,theimperativemoodisusedtoexpressthefunctionofgivinginformation.Sothebiggestdifferenceishere.PersonSysteminChinese&EnglishadvertisementsThepersonsystemisdividedintothefirstperson,thesecondpersonandthethirdperson.Theuseofdifferentpersonsreflectsthedifferentfunctionsofadvertisinglanguage.5.1TheUseoftheFirstPersonFirstly,personalpronouns“we”canreferstothespeakeraswellastothosehethinkscanberepresented.Thisusageconcentratesontheidentityandstatusofthespeaker.“We”doesnotincludethemajorityoftheaudience,buttheaudiencecanknowwho“we”representsfromthewords,andthelistenercanfindtheanswerfromthecontext.Suchas:Wewillsellnowinebeforeitstime.(PaulMasson)ThatwasthesloganofafamousPaulMassonwineryadvertisingcampaign.Here,“we”referstothemanagersandthestuffofthewinery,“we”canrepresentthemselvesandaudiencescanknowwho“we”standsforimmediately.Anotherexample,Ourdeliciousburgersstartwith100%purebeefthat'spassedsomeoftheindustry'sair-qualityandsafetychecks.NowonderwecallitaHappyMeal.(McDonald's)Byusingthefirst-person“we”,theadvertiserwantstoshowthatboththepotentialconsumerandtheadvertiserarelookingforahighqualityburger,andthatbothpartiesagreethattheburgerprovidesahappymealforthediner.Inotherwords,theadvertiserwantstoprovethatheisalsoapotentialconsumer,sharingthesamethingsasotherconsumers.Byusingpersonalpronounstorefertogroups,includinglistenersandspeakers,“we”greatlyshortensthedistancebetweentheadvertiserandtheaudience,andsoundsintimate.Makestheaudienceeasytoaccepttheopinionintheadvertisement.Secondly,personalpronouns“we”canalsorefertoconsumerthemselves.Becauseadvertisershavealargesocialdistancefrompotentialconsumers,atthesametime,potentialconsumersareawarethatadvertisersalwaystrytheirbesttoguidethemtobuysomeproductsthatmaynotbesuitableforthem.Tocrossthispsychologicalline,advertiserssometimesintroducetheirproductsorservicesthroughconsumers.Inthisway,evenifconsumersdonotknowtheconsumersintheadvertisement,theywilltrusthimmore,becausetheyareallconsumersfromthesameposition.Suchas:WewenttoIcelandandfellinlove...Atfirstbite.WehadalwaysknownaboutIceland.Everyonesaidthat“Wehadtoseeitforourselvesandtastethecuisinetobelieveit”.Sowedidit.Wewent.Wegotofftheplaneandwhileheadingtoourhotel.WecouldfeelthatReykjavikhadadifferentenergy...Wespentthenextfourdaysenjoyingtheamazingsurroundings,thescenery.…Infact,WestillaskforIcelandicseafoodorlambwhenwedineout!Welovedeveryminuteofit!(IcelandairHolidays)Intheexampleabove,thefirst-person“we”referstotheconsumerstakingavacationinIcelandanddescribingtheirexperiencethere.Fromtheconsumer'spointofview,advertisersdescribestheserviceIcelandairHolidayscanprovidetoconsumers.Advertisersmakeadvertisementsmorepurposefulandreliableinordertoavoidbeingcriticizedastoostrangebyconsumers.Anotherexample,“不要讓我無(wú)故流淚”,isappearedinafaucet,itisapublicserviceadvertisement.Here,theuseofthefirstpersonpersonalizedthefaucet,thepublicserviceadvertisingwordswillbecomeverylively,andeasilyacceptedbytheaudiences.So,peoplecanfindthattheuseofthefirstpersonbothinEnglishandChineseadvertisementswillshortenthedistancebetweenadvertisersandconsumers,andconsumerswillfeelthatitisagoodchoicetoconsume.5.2TheUseoftheSecondPersonFirstly,advertisingdesignersoftenusethesecondpersontoreferstotheconsumersorreaders.Thesecondperson“you”putstheconsumersorreadersintotheadvertisements,whichmakestheconsumersorreadersunconsciouslyequatethemselveswiththe“you”intheadvertisement.Thesecondperson“you”inthepersonsystemproposedbyHallidaygenerallyreferstothelistenersintheconversation.Suchas:(1)TheGlobebringsyoutheworldinasinglecopy.Translation:一冊(cè)在手,縱覽全球.(GlobeMagazine).(2)無(wú)線你的無(wú)限.(Intel)Ascanbeseenfromtheaboveexamples,theuseofsecond-person“you”inadvertisinglanguageinstantlyshortensthedistancebetweenadvertisersandconsumers,makingconsumersunconsciouslyidentifywiththe“you”intheadvertisementandenhancingtheeffectofcommunication.Inanadvertisement,thesecondpersonisusedtoimpresstheconsumers.Secondly,thesecondperson“you”canalsorefertotheordinarypeople.Forexample:Timeiswhatyoumakeofit.Translation:天長(zhǎng)地久,(SwatchWatches).我們的光彩來(lái)自你的風(fēng)采.(Sassoon).Generallyspeaking,theappearanceofthesecondperson“you”makesone-waycommunicationfeellikeaface-to-faceinteraction,whichenablestheadvertisingdesignertoestablishagoodrelationshipwithconsumers.5.3TheUseoftheThirdPersonThethirdpersonintheadvertisinglanguageismostlyusedtorefertotheproductintroducedintheadvertisement,whichismostlyproduct-centered.Sometimes,thethirdpersonalsoreferstotheconsumer.Comparedwiththefirstpersonandthesecondperson,therearenotsomanyadvantages,whichwillmakeconsumersfeelalittledistant.Suchas:(1)Withtheirinsightknowledgeandforesight,CPAscanhelpyouachievetopperformanceinarapidlychangingbusinessenvironment.Theyseetheopeningsothersoverlook.Theyseetheonestoavoid.(AmericanInstituteofCertifiedPublicAccounts)Intheaboveexample,theadvertiserappearsintheformofthethirdperson,andanunknownvoiceintroducesitsadvantagesandfarsightednesstothereaders.Sincethisisthepraiseofthethirdparty,itismoreobjectiveandreliable.Byusingthethirdperson“they”inanAD,advertisingdesignershavedevelopedacloserrelationshipwithpotentialconsumers.(2)來(lái)是他鄉(xiāng)客，去是故人心.(CentralHotel)Theuseof“he”,makehimselffeelathomeinthishotel,andpeopleprefertostayhere,ratherthanotherhotels