新媒体环境下商业软文广告中的语用身份建构与顺应  

Construction and adaptation of pragmatic identity in commercial advertorials under the new media environment

作　　者：黄菁菁 李明 HUANG Jingjing;LI Ming(School of Foreign Languages,Hefei Normal University,Hefei 230601,China)

机构地区：[1]合肥师范学院外国语学院,合肥230601

出　　处：《浙江理工大学学报（社会科学版）》2022年第1期31-37,共7页Journal of Zhejiang Sci-Tech University：Social Sciences

基　　金：安徽省哲学社会科学规划青年项目(AHSKQ2020D200);安徽省高校人文社会科学研究重点项目(SK2021A0514);合肥师范学院校级横向项目(HXXM2020006)。

摘　　要：在新媒体环境下,商业软文广告的发布者通过话语建构动态的语用身份,以达成理想的营销效果。以微信公众号上分别针对男性和女性受众的一种同类品牌商品的八篇软文广告为语料,根据称呼语、话语内容和特征以及言语行为三种话语策略,从语用身份的视角比较分析广告发布者针对不同性别受众建构的相同默认身份和不同策略身份。基于Verschueren的顺应论,研究指出软文广告发布者语用身份的动态选择和话语建构反映了其对交际语境中物理世界、社交世界和心理世界的交互顺应,显示了不同性别的语用差异。Under the new media environment,the authors of commercial advertorials construct the dynamic pragmatic identity through discourse for the purpose of achieving good marketing effects.This paper chose eight advertorials of the same kind of goods respectively for male and female audiences on WeChat public accounts as the corpus.From the perspective of pragmatic identity,according to address form,discourse content and characteristics as well as speech act,the paper compared and analyzed the advertorial authors’same approved identity and different variant identities for audiences of different gender.Based on Verschueren’s adaptation theory,the paper concluded that the dynamic choices and discourse construction of the advertorial authors’pragmatic identity reflect their mutual adaptation to the physical world,social world and psychological world in the communicative context,revealing the pragmatic differences between the male and the female.

关 键 词：商业软文广告 语用身份 话语建构 性别差异 语境顺应 

分 类 号：H030[语言文字—语言学]