摘要
元话语是广告语篇中的一种重要的语用资源,可以帮助构建对话双方的和谐关系,实现劝服的交际目的。在Hyland的元话语分类框架下,以主流中文媒体网站中选取的汉语商业广告语篇为语料,重点分析语料中互动式元话语的使用情况,探讨广告商如何通过不同的元话语资源的选择,实现说服受众接受产品或服务的交际目的。
Meta- discourse is an important pragmatic resource in helping constructing a harmonious relationship between the copywriter and the audience and realizing the pragmatic function of persuasion. This paper explores the pragmatic functions of interactive meta- discourse in persuading the audience to purchase the products or services based on the data collected from the Chinese mainstream websites under the theoretical framework of meta- discourse proposed by Hyland.
基金
2013江苏科技大学立项项目"汉英广告语篇中元话语的认知语用功能对比研究"(项目编号:2013WY05J)
关键词
元话语
广告语篇
语用功能
meta-discourse
advertising discourses
pragmatic function
