【摘要】 广播广告中,陈述性品牌句适合给予听众品牌信息,处于绝对优势,但疑问句、祈使句、感叹句,能够唤起听众注意,促使听众行动,因此出现的频率也非常高。同时,在品牌句中,情态词充分发挥了理性诉求的作用,广播广告趋向于使用中值情态词来表达广告主“意见”。品牌句无论语气的选择还是情态词的运用都是实现广播广告人际功能的手段。更多还原

【Abstract】 In Chinese broadcast advertisement,the declarative brand sentence is suited to give the audience the informations of the brand,so it dominates the brand sentences,while interrogative sentence,imperative sentence,exclamation sentence,can arouse an audiences attention,urge an audience to act,so they are also used fairly frequently.In the meantime,in brand sentences,the modal phrase fully performs the function of appealing to reason,an broadcast advertisement inclines to use a median modal phrase to express the advertisement owners "opinion".In the brand sentence,either mood choosing or modal phrase using,both are means to fulfill the interpersonalfunction of the broadcast advertisement.更多还原