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本文在阐述情态意义和体现形式的基础上,集中分析广告语篇中情态的使用情况及其所体现的意识形态意义。通过对一则广告中情态使用情况的分析,揭示该广告语篇如何通过具体情态意义的选择实现某种隐含的态度,通过对10篇不同类型的广告语篇中情态分布的共同特点的分析,揭示情态分布特点所体现的语篇的意识形态意义。
On the basis of expatiating the modality meaning and the manifestation, this article focuses on the analysis of the use of modality in advertising discourse and its ideological significance. Through the analysis of the usage of modality in an advertisement, this article reveals how the advertisement discourse can realize some implicit attitudes through the selection of specific modal meanings. By analyzing the common characteristics of modal distribution in 10 different types of advertisement discourse, , Reveals the morphological distribution of the characteristics of discourse embodied in the ideological significance.