互类性在公益营销广告中的社会语用功能  

The Socio-Pragmatic Functions of Interdiscursivity in Charity Advertisement

作　　者：王天华[1] 丁昳玲[1] WANG Tian-hua;DING Yi-ling

机构地区：[1]黑龙江大学,哈尔滨150080

出　　处：《北方论丛》2020年第3期102-108,共7页The Northern Forum

基　　金：国家哲社项目“英汉评价语义的语法结构对比研究”(13BYY020)。

摘　　要：批评语类分析注重语境等语篇外因素,本文把语类看作一种职业行为,重点分析互类性与权力关系不对等等方面,将互类性看作跨语境界限的语类资源的策略性调用。在行业交际中,尤其是公益营销广告中,这种策略性通过语类资源的调用与整合,产生融合型、镶嵌型、链接型、转换型的互类性公益营销广告,实现劝说和促销、鼓励并促进消费、树立品牌形象与得到社区认同等社会语用功能,从而达到对消费者意识形态的操控。The Critical Genre Analysis emphasizes on the text-external factors, i.e. context, and regards genre as a professional practice. It focuses on the interdiscursivity and asymmetry of power relationship. This paper takes the definition of interdiscursivity as the tactical appropriations of generic resources and through the appropriation and integration, the interdiscursivity helps construct the blended, embedded, chained and switched charity advertisements,which have realized the socio-pragmatic functions of persuasion and promoting sales, encouraging consumption, image branding and community recognition, etc. in charity advertisement, which ultimately achieving the manipulation of the consumers’ ideologies.

关 键 词：互类性 调用与整合 公益营销广告 社会语用功能 

分 类 号：H030[语言文字—语言学]