评价理论视域中商务语篇人际意义比较研究——以态度资源为例

Contrastive Study on Interpersonal Meaning of Business Discourse in Appraisal Theory——Take Attitude Resource as Example

商务语篇通过态度资源向潜在消费者传递信息,进行劝说和诱导,从而实现与消费者的人际意义互动。评价理论关注语篇中的人际意义,从评价理论的情感、判断和鉴赏三个视角,对10则汉英语化妆品平面广告中态度资源的分布特征及其类型进行描述、对比、分析,结果发现,二者在态度资源的使用上相似性多于差异。这是由社会、文化和体裁特点所决定的。

Business diseourse eonveys information and persuades and induees potential eonsumers via attitude resouree in order to attain interpersonal interaetion with the eonsumers. Appraisal theory foeuses on interpersonal meaning in diseourse. In ten Chinese and English eosmetie paper advertisements distribution,feature and type of at-titude resouree are deseribed,analyzed and eompared from three perspeetives of affeetion,judgment and appreeia-tion based on appraisal theory. It shows similarities overwhelm differenees in the use of attitude resouree. This is de-termined by the features of soeiety,eulture and genre.