篇际互文视角下的网购交易页面体裁分析  

Move Analysis of Online Shopping Deals: A Perspective of Intertextuality

作　　者：曹硕[1] 刘文宇[1] 

机构地区：[1]大连理工大学,大连116024

出　　处：《外语学刊》2014年第6期79-84,共6页Foreign Language Research

基　　金：辽宁省社科规划基金项目"空间视域下的文化取向对广告中隐喻的认知影响研究"(L13DYY035);大连市社科联(社科院)项目"文化取向下的大连出口商品广告语用策略研究"(2013dlskybdl007)的阶段性成果

摘　　要：文章依托篇际互文性理论,利用语料库技术对中国10大购物网站的96个交易页面的修辞结构进行分析,在此基础上识别出5个语篇类型,具体包括推销性语篇、信息性语篇、社会性语篇、规范性语篇和指导性语篇,和13个修辞语步,主要包括推销产品语步、提供信息语步、社交性语步、规范购买行为语步和提供充分细节语步等。研究显示,网购交易页面的现实特点是多种交流体裁的融合,其话语功能是推销性的,但在不同语步类型中会策略性地混合使用多种语篇,并利用篇际互文等手段来传递产品信息。Guided by intertextuality theory, this paper applies corpus techniques to analyzing the rhetoric structures of 96 deal pages in the top ten online shopping websites, and identifies 5 discourse types including promotional discourse, informative discourse, so- cial discourse, regulatory discourse and instructing discourse; and 13 rhetoric moves mainly including committing-users-to-deal move, information-providing move, social communication move, purchase-regulating move and full-detail providing move. The deal pages in online shopping websites are characterized by integration of various genres, whose function is oriented in promotion, but in different moves different discourses are employed through intertextuality for production information.

关 键 词：互文 网购交易页面 体裁分析 语步 

分 类 号：H031[语言文字—语言学]