旅游广告网页的多模态语类结构分析

A Multimodal Generic Structure Analysis of Tourism Advertising Webpages

本文对目前语类研究的各种相关理论进行了整合,从多模态角度对网络英语旅游广告的语类结构进行了研究。通过分析此类语篇的社会情境和社会实践、交际目的、语步-步骤结构、多模态特征、语类结构潜势等,用定量和定性相结合的方法探讨了网络旅游广告的多模态语类结构特征及互动性特点。

Informed by various theories about genre analysis, this paper investigates the generic structures of tourism advertising on the Internet from a multimodal perspective. A qualitative and quantitative analysis is conducted to examine the social context and social practice of tourism advertising on the Internet, its communicative purposes, its move-step structure, its multimodal features and its generic structure potential, based on which the generic structures and interactive features of this type of discourse are presented.