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

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