中英文广告中责任情态人际意义的对比分析孙启耀 嵩贺( 哈尔滨工程大学外语系 黑龙江 哈尔滨 一五 0001 )摘要：本文对中英广告实例中的责任情态的使用情况做了对比讨论。我们发现：中英广告责任情态实现形式的不同，情态倾向也不同，并且中英文广告中责任情态体现了不同的文化价值体系。在崇尚集体主义文化下，中国人更倾向于使用具有高权力距离话语，因此，中文广告中使用了更多一些的高量值的责任情态。而西方国家崇尚个体主义，英文广告更倾向于使用低量值的情态词。另外，本讨论表明，中文广告倾向于使用主观表达的更明显一些，而英文广告更倾向于使用更隐性一些的具有主观倾向的表达方式。 关键词：中英文广告；责任情态；人际意义 Abstract: In this paper, we have made a comparative study on the uses of deontic modality in Chinese and English ads. We find that there exist a different realization form of deontic modality and a different modality orientation in Chinese and English ads. In addition, different cultural value system is reflected as well by the use of deontic modality. In the society worshipping collectivism like China, people prefer the utterance with high-power distance. Therefore, in Chinese ads, the deontic modalities with high-value are used. However, in the western countries, deontic modalities with low--value are used more frequently in the ads because westerners tend to show off their preference for individualism. Finally, this paper shows that more subjective expressions are used more explicitly in Chinese ads while more implicitly subjective expressions tend to be used in the English ads.Key Words: Chinese and English ads; deontic modality; interpersonal meaning 1 引言从一般意义上来理解，情态可被看做是说话人对一个状态的认知上的、情感上和意愿上的态度 (Asher, 1995: 2516）。对情态的讨论已经有 2000 多年的历史，从古希腊哲学家亚里士多德到逻辑学再到语言学一直将情态看做是重要的语法项目。在功能语言学的框架下，情态被看做语言三大元功能之一—...
