多模态广告语篇的体裁分析——以一则微信聊天式房地产广告为例

Genre Analysis of a Multi-Modal Real-Estate Advertisement in WeChat Conversation Form

广告语篇既具有丰富的体裁特征,又具有多模态的特征。现有体裁分析研究多采用Swales的语步分析法,主要关注语篇的宏观建构特点。这种重结构的分析方法容易忽视广告语篇中多模态的话语细节,缺乏对体裁动态复杂性的关注。为此,本文结合Bakhtin的体裁观和Fairclough对话语间性中体裁要素的分析方法,以一则微信聊天式多模态广告语篇为例,从宏观和微观两个角度分析其在主题内容、活动类型和风格3个方面的特征,并从文化、语境、内容和表达4个层面揭示其对话性。

Swales’move and step analysis,which focuses mainly on the macrostructure of a text,is widely used in studies on genre analysis.However,as advertisements are texts with rich generic features and multiple modes,macro-analyses are not adequate because they tend to ignore many discursive details.By adopting a macroand micro-approach to genre analysis based on Bakhtin’s dialogic and Fairclough’s intersubjective views of discourse,this paper intends to be a multi-modal analysis of the generic features of an advertisement from three perspectives:theme,activity type,and style.The dialogic features are ascertained on four levels:culture,context,content,and expression.