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北京第二外国语学院学报

北京第二外国语学院学报 ›› 2020, Vol. 42 ›› Issue (4): 13-23.DOI: 10.12002/j.bisu.289

• 名家论坛 • 上一篇    下一篇

多模态广告语篇的体裁分析——以一则微信聊天式房地产广告为例

辛斌1(), 李文艳2()   

  1. 1.南京师范大学外国语学院,南京 210097
    2.常州市新桥高级中学,常州 213042
  • 收稿日期:2019-08-08 出版日期:2020-08-30 发布日期:2020-12-08
  • 作者简介:辛斌,南京师范大学外国语学院教授,博士生导师,210097,研究方向：语用学、篇章语义学、批评话语分析。电子邮箱：13770501252@163.com
    李文艳,常州市新桥高级中学,213042,研究方向：语用学、批评话语分析。电子邮箱：1159012979@qq.com

Genre Analysis of a Multi-Modal Real-Estate Advertisement in WeChat Conversation Form

Xin Bin1(), Li Wenyan2()   

  1. 1. Nanjing Normal University, Nanjing 210097, China
    2. Changzhou Xinqiao Senior High School, Changzhou 213042, China
  • Received:2019-08-08 Online:2020-08-30 Published:2020-12-08

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摘要：

广告语篇既具有丰富的体裁特征,又具有多模态的特征。现有体裁分析研究多采用Swales的语步分析法,主要关注语篇的宏观建构特点。这种重结构的分析方法容易忽视广告语篇中多模态的话语细节,缺乏对体裁动态复杂性的关注。为此,本文结合Bakhtin的体裁观和Fairclough对话语间性中体裁要素的分析方法,以一则微信聊天式多模态广告语篇为例,从宏观和微观两个角度分析其在主题内容、活动类型和风格3个方面的特征,并从文化、语境、内容和表达4个层面揭示其对话性。

关键词: 广告语篇; 多模态; 体裁分析; 新媒体; 微信

Abstract:

Swales’ move and step analysis, which focuses mainly on the macro-structure of a text, is widely used in studies on genre analysis. However, as advertisements are texts with rich generic features and multiple modes, macro-analyses are not adequate because they tend to ignore many discursive details. By adopting a macro- and micro-approach to genre analysis based on Bakhtin’s dialogic and Fairclough’s intersubjective views of discourse, this paper intends to be a multi-modal analysis of the generic features of an advertisement from three perspectives: theme, activity type, and style. The dialogic features are ascertained on four levels: culture, context, content, and expression.

Keywords: advertisements; multi-modal; genre analysis; new media; WeChat

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