摘要
自20世纪90年代末语体理论引入国内后,行业语篇的研究,尤其是广告和商务语体,引起了国内学者的广泛关注。基于国内外促销语体方面的研究成果,本文通过对比40篇中英文电子促销信,从文本内层面探讨了二者在语体结构和人际元语言特征上的差异,同时从文本外层面探析了语用策略与语体"变异"的关系。结果显示,中英文促销信在部分特定的语步及元语言上都存在着明显的区别;在社会语用层面,两种信函受社会文化等因素的影响会运用不同的礼貌策略以实现共同的交际目的。本文对礼貌策略差异的探讨让语体研究者更深入地认识导致语体产生"变异"的"文本外"因素。同时,研究结果为ESP/EAP写作课程也提供了一定的借鉴作用。
Professional discourse analysis, particularly of advertisement genre and business genre, has begun to garner nationwide attention since the introduction of genre theory into China in the late 1990s. Based on the previous researches on promotional genre, this paper investigates the differences between Chinese and English sales promotion letters at both text-internal and text-extemal level. ,Text-internally, the study focuses on the generic pattem and interactional metalanguage of the sales promotion letters, while, text-externally, it examines the relationship between pragmatic strategy and generic variations. It is found that great variations exist in some particular generic moves and metalanguage; in a socio-pragmatic space different politeness strategies, against various social cultural backdrops, are exploited to fulfill shared communicative purposes in these letters. This study might help genre analysts better understand text-external factors such as politeness strategy that contribute to generic variations. Meanwhile, the results of the study bear pedagogical implications for ESP/EAP writing courses.
作者
肖亮
邓鹂鸣
XIAO Liang DENG Li-ming(College of Foreign Languages and Literature, Wuhan University, Wuhan 430072, Chin)
出处
《上海对外经贸大学学报》
CSSCI
北大核心
2017年第5期79-86,共8页
Journal of Shanghai University of International Business and Economics
基金
国家社科基金项目“话语视阈下中外行业语篇互文动态系统研究”(项目编号:17BYY033)成果
