英汉广告语篇篇章模式对比研究

The Analysis of Discourse Construing Patterns in Chinese and English Advertisements

语篇模式是篇章组织的宏观结构,语篇是按照一定的思维模式构建起来的。通过对比英汉广告语篇的篇章模式,发现英汉广告语篇的基本篇章建构模式是一致的,二者在语篇模式上只存在显著差异,而非本质差异;语言间的同大于异。

The discourse pattern refers to the macro-structure of discourse organization.The process of text construction reflects thought patterns of a speech community.In this paper,we collect 20 Chinese and English advertisements respectively,and analyze the similarities and differences in how advertising discourses are organized in these two languages.We find out that the basic construing pattern in these two languages is the same,the similarities between languages is more important than the differences.