广告话语篇际互文性的历时研究  

A Diachronic Study on the Interdiscursivity of Advertising Discourse

作　　者：姚振梅 Yao Zhenmei(Beijing Normal University,Beijing,102206;Mudanjiang Normal College,Mudanjiang,157011)

机构地区：[1]北京师范大学,北京102206 [2]牡丹江师范学,牡丹江157011

出　　处：《语言与文化研究》2023年第1期1-6,共6页Language and Culture Research

基　　金：牡丹江师范学院人文社会科学研究立项资助项目,项目编号:QN2019023。

摘　　要：篇际互文性(interdiscursivity)指的是在一个语篇中不同体裁、风格和语域的混合交融,由批评话语分析学家费尔克劳(Fairclough)提出并成为分析话语与社会变化理论框架的重要组成部分。本研究选取了四篇不同时期老板牌油烟机的广告语篇,在对其篇际互文性进行分析、对比后发现:近三十年来,中国广告话语经历了由单一、静态到多元、动态的体裁结构变化,广告话语的发展呈现出人本化、隐喻化和加强的商业化的趋势。广告话语是话语研究领域的重要语类之一,其变化反映了时代的发展与社会的变迁。Interdiscursivity refers to the blending of different genres,styles and registers in a text,which was proposed by critical discourse analyst,Fairclough,and it became an important part of his theory of discourse analysis and social change.The research selects four advertising discourses of Boss brand range hoods in different time periods,and after analyzing and comparing their interdiscursivity,it is found that Chinese advertising discourse has changed from a monotonous,static genre to a multiple and dynamic genre complexity in the past 30 years.The development of advertising discourse presents a trend of humanization,metaphorization and enhanced commercialization.Advertising discourse is one of the most important genres in the field of discourse study,and its changes reflect the development of the times and the changes in a society.

关 键 词：广告话语 篇际互文性 话语变化 

分 类 号：H31[语言文字—英语]