Exploring Generic Features in China-Africa Corporate Advertising:A Critical Genre Analysis  

批评体裁分析视角下中非合作商业广告体裁特征探析

作　　者：Meiling WANG Liming DENG 王梅灵;邓鹂鸣(武汉大学外国语言文学学院外国语言研究所)

机构地区：[1]Research Institute of Foreign Languages,College of Foreign Languages and Literature,Wuhan University

出　　处：《Chinese Journal of Applied Linguistics》2022年第3期462-482,486,共22页中国应用语言学（英文）

基　　金：the research output of the National Social Sciences research project entitled“A Genre-based Study of the Dynamic Intertextual and Interdiscursive System in Chinese and Foreign Professional Discourse”(NO.17BYY033)。

摘　　要：China-Africa corporate advertising is emerging as an example of the corporate advertising genre in response to the specific rhetorical context of China-Africa win-win cooperation.Drawing on Bhatia’s Critical Genre Analysis(2017),this study explores the text-internal and text-external generic features of China-Africa corporate advertising by analyzing 50 collected samples.The analysis of text-internal prominence shows that China-Africa corporate advertising is unique in its frequent use of win-win-oriented and sector-dependent technical lexicons to indicate the promotional intent.It is also found that move structures vary across different sub-types of ChinaAfrica corporate advertising.Text-externally,the findings reveal a mixture of different discourses within the discursive space of China-Africa corporate advertising.In addition,the results suggest that Chinese companies invest more rhetorical efforts in enhancing the China-Africa community than African counterparts who tend to perceive China-Africa cooperation as the main avenue to attract worldwide partnerships.The findings have some practical implications for discourse construction in the Belt and Road Initiative context and shed light on the evolving nature of advertising discourse,particularly in the China-Africa win-win business context.中非合作商业广告是因应中非合作共赢修辞语境而生的商业广告体裁的一种实例。本文基于Bhatia的批评体裁分析理论,通过分析50篇中非合作商业广告样本,探析了中非合作商业广告的语篇内/外部体裁特征。语篇内部特征分析显示,中非合作商业广告使用更多的共赢——导向词和领域——特指词凸显其推销目的。研究还发现,不同类型的中非合作商业广告语步结构也有所不同。语篇外部特征研究表明,中非合作商业广告具有明显的体裁互文性特征,即不同语篇、行业实践和文化融合在同一个语篇空间内。此外,中方公司投入更多的修辞努力致力于提倡“中非共同体”;然而,非方公司更倾向于把中非合作看作一种吸引全球投资的主要途径。本文研究发现对“一带一路”背景下广告话语建构和中非合作共赢商业语境下广告语篇的变异性均有启示。

关 键 词：win-win cooperation China-Africa corporate advertising critical genre analysis generic features INTERDISCURSIVITY 

分 类 号：F713.8[经济管理—广告] H315[经济管理—产业经济]