银行校园招聘广告体裁分析  

A Genre Analysis of the Bank Recruitment Advertisements in Campus

作　　者：邢琰 Xing Yan(Heilongjiang University,Harbin,150008,China)

机构地区：[1]黑龙江大学,哈尔滨150008

出　　处：《语言与文化研究》2025年第1期53-56,共4页Language and Culture Research

摘　　要：近年来,招聘广告作为一种常见的广告语篇,在人们日常生活中占有非常重要的地位,受到越来越多人们的关注。本文以Swales和Bhatia的体裁分析理论为分析框架,采用语料库分析工具,对50篇银行校园招聘广告从宏观语步结构以及微观句式、词汇两个角度对该类语篇进行分析。研究发现:从宏观方面看银行校园招聘广告共8个语步,其中提供标题、银行简介、岗位介绍、资质要求以及流程信息为5个必选语步;号召行动、薪酬福利待遇以及注意事项为3个可选语步。在微观方面对固定句式、特色句式以及人称代词进行分析,并总结出招聘广告主要实现两个交际目的:宣传告知和劝说。In recent years,recruitment advertisements,as a common advertising discourse,have played a very important role in people’s daily lives and have received increasing attention.This study uses Swales and Bhatia’s genre analysis theory as the analytical framework and corpus analysis tools to analyze 50 bank campus recruitment advertisements from two perspectives:macro move structure and micro sentence and lexical structure.Research has found that from a macro perspective,bank campus recruitment advertisements consist of 8 moves,among which providing a title,bank introduction,job introduction,qualification requirements,and process information are 5 mandatory moves.Call for action,salary and benefits,and precautions are three optional moves.The author analyzed fixed sentence structures,characteristic sentence structures,and personal pronouns at the micro level,and summarized the recruitment advertisements mainly achieve two communicative purposes:publicity and persuasion.

关 键 词：校园招聘广告 体裁分析 语步结构 交际目的 

分 类 号：G63[文化科学—教育学]