意料之外,情理之中——分析商业广告语篇中的跨语类现象  

On Cross-Genre Phenomenon in Commercial Advertising Discourse

作　　者：白红爱[1] 

机构地区：[1]延边大学外国语学院,吉林延边133002

出　　处：《四川外语学院学报》2004年第4期62-65,共4页Journal of Sichuan International Studies University

摘　　要：通过分析商业广告语篇,探讨跨语类现象如何使广告语篇以"面目全非"的语篇结构取得"意料之外"的效果,却仍然滞留于广告语类的"情理之中"。语类应区分封闭型和开放型,语类结构潜势也应从形式和语义两个方面进行研究。在构建类似商业广告的开放型语类的语篇时,往往是形式结构潜势为作者提供进行再造的空间,而跨语类手段是最常用的再造方法之一。但语篇由于仍遵循了语类的语义结构潜势,所以仍保持着所属语类的本色。Through analyzing commercial advertising discourses, the paper is to explain how cross-genre phenomenon brings advertising discourse 'out-of-expectation' effect by changing its textual structure, while still keeping the discourse within the scope of advertising genre. The conclusion is, genres are to be distinguished into closed and open ones, and generic structure potential is to be studied both formally and semantically. The formal generic structure potential of open genre provides room for creativity, and cross-genre is one of the creative devices frequently taken. However, discourse keeps its generic quality by following semantic generic structure potential.

关 键 词：广告语篇 语类结构潜势 跨语类 

分 类 号：H030[语言文字—语言学]