微信公众号中广告话语的批评性体裁分析——以三大外资超市为例  

A Critical Genre Analysis of Advertising Discourse in WeChat Official Accounts:A Case Study of Three Foreign Supermarkets

作　　者：武建国[1] 牛振俊 黄泽文 WU Jianguo;NIU Zhenjun;HUANG Zewen(School of Foreign Languages,South China University of Technology,Guangzhou 510640,China)

机构地区：[1]华南理工大学外国语学院,广东广州510640

出　　处：《山东外语教学》2018年第4期30-37,共8页Shandong Foreign Language Teaching

基　　金：国家社科基金项目"中国当代大众语篇中的篇际互文性研究"(项目编号:13CYY089)的阶段性成果

摘　　要：作为多媒体与互联网技术结合的新产品,微信公众号在极短的时间内迅速蹿红,形成了一种主流的线上线下微信互动营销方式。各大企业积极运用微信公众号进行产品促销,形成具有鲜明时代特色的广告话语。鉴于此,本文以三大外资超市微信公众号中的广告话语为例,以Bhatia的批评性体裁分析理论为研究框架,从语篇-体裁、专业实践和专业文化三个维度展开分析。研究表明:大型外资超市为达到宣传促销的交际目的,其广告话语在某种程度上遵循特定的体裁结构;在专业实践层面,大量运用篇际互文策略,如融合型篇际互文性和镶嵌型篇际互文性,以达成促销的交际目的;而呈现以上特征的深层原因是其背后所蕴含的促销文化,具有娱乐化、民主化和多元化等变化趋势。希望本文能为微信公众号和广告话语研究提供一个新视角,并为国内超市撰写促销广告提供有益的参考。As acombination of multimedia and the Internet technology,WeChat short time, forming a new as well as mainstream way of interactive marketing. A great number of companies utilize WeChat official accounts to promote their products or services and form advertising discourse with distinctive features of the times. For a better discourse acquisition, this paper takes three big foreign supermarkets’ advertising discourse from WeChat official accounts as examples,and carries out analysis from thr^e perspectives , namely , text-genre , professional practice , and pro-fessional culture by applying Bhatia^s Critical Genre Analysis model. It is found that advertising dis-course in Wechat official account follows certain types of generic structure and usediscursive strategies such as blended and embedded interdiscursivity to realize the promotional goal. All these can be explained within the promotional culture which shotainmentization, democratization,and diversification. It is hoped that this paper can offer a new per-spective for the studies on Wechat official account and advertising discourse , and meanwhile provide some practical advice for the domestic companies to form their own advChat.

关 键 词：广告话语 批评性体裁分析 外资超市 微信公众号 

分 类 号：H030[语言文字—语言学]