A cross-lingual analysis of attitudinal meaning in publicity discourses of Anglo-American and Chinese universities: A psychological insight from the Appraisal System

Lu Zheng^*

• Jilin University, Changchun, China

Publicity discourse plays a pivotal role in the global communication of universities, encapsulating institutional values and cultural identities. This study delves into the attitudinal meaning embedded within these discourses, an area of linguistic research that has seen limited cross-lingual comparative exploration. Drawing on the Appraisal System, a robust theoretical framework in Systemic Functional Linguistics, this research conducts a meticulous comparative analysis of attitudinal resources in English and Chinese university publicity discourses. The findings reveal striking cross-lingual disparities. Affect and appreciation resources demonstrate significant variations, with English discourse characterized by exuberant emotional expressions that foster strong affinity, while Chinese discourse prioritizes objectivity and authority. Notably, judgment resources exhibit no significant differences between the two language groups. In terms of value orientations, English discourse underscores moral constraints, whereas Chinese counterpart places greater emphasis on legal constraints. This research not only uncovers the distinct patterns of attitudinal meaning realization in different cultural and linguistic contexts but also refines the framework of the Appraisal System through domain-specific case studies. By bridging the gap between theory and cross-lingual practice, it enriches the theoretical toolkit of Systemic Functional Linguistics and offers novel perspectives for cross-cultural discourse analysis. The implications extend beyond linguistic theory, providing practical guidance for effective cross-cultural communication in university publicity.