英文学术著作封底简介的“推销”功能分析

Analyzing the "Promotional" Function of the English Academic Book Blurbs

"推销(promotional)"功能似乎是广告语篇的专利,但由于出版业越来越激烈的竞争,学术语篇也需要自我推销,事实上,这种推销成分在学术语篇中表现得也越来越明显。本文以学术语篇的推销功能为出发点,以英文学术著作封底简介为研究语料,从评价系统中态度次系统的积极肯定性倾向,直接引用名人和大家的评论,以及确定读者的范围三个方面探讨了封面简介"推销"功能。

It is generally considered that the ＂promotional＂ function is unique to advertising genres,however,with the intense competition in the publishing industry,it seems that the academic discourse also needs ＂promotion＂.In fact such promotional concerns have become increasingly more visible in recent times.Based on the data analyses of the English academic book blurbs,the paper discusses the ＂promotional＂ function of academic discourse through linguistic analyses.