中国英语学习广告中的意识形态宣传

Ideology Propaganda in English Learning Advertisements in China

在英语的全球影响力之下,英语培训市场繁荣发展,意识形态的宣传也随着英语培训产业的广告话语渗入人们的思想。对中国私人英语学校的广告和网站进行批评性话语分析,发现其中含有大量意识形态的表达。这些意识形态宣传的主要策略有:将英语学习资本化、西方化,将西方教育神圣化,把英语学习等同于现代、时尚和科学,将学习者置于消费主义的幻像和快感中。这些话语作为一种社会实践,宣扬了自由竞争、消费主义、西方优越的价值观,维持、巩固西方文化的全球影响力,对中国人的本族母语态度、文化认同及道德规范具有潜移默化的负面影响。

Influenced by the global force of English language,the English language teaching （ELT）market has thrived. With the advertising discourse by the ELT industry,the propaganda of ideology penetrates into people’s mind.The criti-cal discourse analysis of advertisements and websites of the Chinese private English schools reveals a great deal of dis-course representation of ideology propaganda.the main strategies include：presenting English as investment and owned by western countries,sanctifying the education and culture of western English-speaking countries,associating English learn-ing with modernity,fashion and science,placing learners in the consumerist illusions and pleasure.As a kind of social practice,these discourses propagate the values of free competition,consumerism and west superiority.They maintain and foster the global influence of western culture,and exert negative effect on the Chinese language attitude,identification of Chinese culture and traditional moral conventions of Chinese people.