| Abstract | 第1-11页 |
| Chapter One: Introduction | 第11-17页 |
| ·Why systemic functional linguistics? | 第11-13页 |
| ·Why commercial advertisement? | 第13-14页 |
| ·How the theory works on the practical discourse? | 第14-16页 |
| ·The method and goal of this study | 第16页 |
| ·Method | 第16页 |
| ·Goal | 第16页 |
| ·Structure of the paper | 第16-17页 |
| Chapter Two: Interpersonal Meaning | 第17-32页 |
| ·Systemic functional linguistics | 第17-20页 |
| ·A brief introduction to systemic functional linguistics | 第17-18页 |
| ·The influence of systemic functional linguistics in China | 第18-20页 |
| ·Three meanings defined by functional linguistics | 第20-22页 |
| ·Meanings of language | 第20-21页 |
| ·Three meanings defined by Halliday | 第21页 |
| ·The realization of three meanings | 第21-22页 |
| ·Interpersonal meaning | 第22-30页 |
| ·A brief introduction to the study of the interpersonal meaning | 第22-23页 |
| ·Main aspects in the interpersonal meaning | 第23-29页 |
| ·The four basic speech roles | 第23-24页 |
| ·The mood | 第24-27页 |
| ·Modality | 第27-29页 |
| ·The realization of interpersonal meaning | 第29-30页 |
| ·Interpersonal meaning in advertisement: sample text | 第30-32页 |
| Chapter Three: The tenor of discourse | 第32-47页 |
| ·The context theory | 第32-38页 |
| ·Studies on context | 第33-34页 |
| ·Different views of context | 第34-38页 |
| ·Malinowski's concept of context | 第34-35页 |
| ·Firth's concept of context of situation | 第35-37页 |
| ·Halliday's viewpoints | 第37-38页 |
| ·The theory of register | 第38-42页 |
| ·The development of register theory | 第38-39页 |
| ·Features of register theory | 第39-42页 |
| ·The field of discourse | 第39-40页 |
| ·The tenor of discourse | 第40页 |
| ·The mode of discourse | 第40-42页 |
| ·The relationship between meanings and contextual variables | 第42页 |
| ·Tenor in advertisements | 第42-47页 |
| ·Relationship between tenor and field | 第43-44页 |
| ·Relationship between tenor and mode | 第44页 |
| ·Sample texts | 第44-47页 |
| Chapter Four: Modality | 第47-58页 |
| ·Traditional definitions of modality | 第47-48页 |
| ·Tile functional definition of modality | 第48-49页 |
| ·Studies on modality by different linguists | 第49-50页 |
| ·Von Wright's viewpoint: epistemic and deontic | 第49页 |
| ·Palmer's viewpoint: epistemic, deontic and dynamic | 第49页 |
| ·Quirk's viewpoint: intrinsic and extrinsic | 第49-50页 |
| ·Halliday's point of view | 第50页 |
| ·Halliday's viewpoint on modality | 第50-55页 |
| ·Types of modality | 第50-51页 |
| ·Functional categorization of modal expressions | 第51-55页 |
| ·Subjectivity vs. objectivity orientation of modal expressions | 第52-54页 |
| ·Value of modal expressions | 第54-55页 |
| ·Value distinction of modal expressions and degrees of politeness | 第55-57页 |
| ·Sample text | 第57-58页 |
| Chapter Five: The realization of interpersonal meaning by modality in advertisement | 第58-77页 |
| ·The definition of advertising | 第58-59页 |
| ·Communication in advertising | 第59-62页 |
| ·Appeals and execution styles in advertisements | 第62-75页 |
| ·Major types of advertising appeals | 第62-73页 |
| ·Rational appeal | 第62-67页 |
| ·Emotional appeal | 第67-70页 |
| ·Combined appeals of rational and emotional | 第70-73页 |
| ·Execution styles in advertisement | 第73-75页 |
| ·Empirical analysis on modality in the three kinds of commercial advertisement | 第75-77页 |
| Chapter Six: Discussion and conclusion | 第77-81页 |
| Bibliography | 第81-85页 |
| Appendix One | 第85-100页 |
| Appendix Two | 第100-113页 |
| Appendix Three | 第113-127页 |
