Appraisal Perspective on Attitudinal Analysis of Public Service Advertising Discourse

Abstract

This article aims to analyze the attitudinal meaning of public service advertising discourse using the Appraisal Framework with a view to revealing how linguistic elements realizes the appraisal meaning and especially what attitudinal value is of frequent occurrence in the target discourse. Through the analysis and study，this article will come to the conclusion that in the attitude system, affect turns to be the least presentation; implicit judgment shows less distribution than explicit judgment; and more judgment occur rather than affect and appreciation.