汉语商业广告语篇的多声系统研究

The heteroglossia of Chinese advertising discourse:A case study of tourism advertising discourse

不同交际目的、不同语体的语篇多声系统各不相同。本研究以评价理论介入系统为分析框架,以旅游宣传广告语篇为分析语料,采用定性定量相结合的研究方法,探讨汉语商业广告语篇的多声资源和系统模式。语料分析发现,旅游宣传广告语篇采用多样词汇语法模式构建语篇的介入资源,以弃言为主要的对话收缩策略,凸显产品的特色和价值;以包容和承认为对话扩展策略,对话读者和语篇外第三方,以构建文本的协商空间,提高语篇说服力。旅游宣传者构建了一个和谐的、开放的多声体系,旨在隐性表达自我态度、提高话语可信度,同时加强对话潜势并与多方主体互动建立立场联盟,以达到宣传劝说的交际意图。

Different communicative purposes and styles lead to different heteroglossia in discourse. Taking the engagement of appraisal theory as the analytic framework and tourism advertising discourse as the corpus, this study delves into the resources of heteroglossia and its model in Chinese advertising discourse by using the combination of qualitative and quantitative methods. Based on the statistical analysis of the corpus, the study finds that various lexical and grammatical resources are used to construct the heteroglossia of the discourse. “Disclaim” is the main strategy used to contract the dialogue in order to highlight the valuable feature of the product;“Entertain” and “acknowledge” are the strategies to expand the dialogue between the writer, readers and the third party outside the text to construct the negotiation space and improve its persuasion force of the text.A harmonious and open heteroglossia system is constructed to help the writer to express its attitude implicitly, improve the reliability of the discourse, and strengthen the dialogue potential to establish an alliance of stance of multi subjects so as to achieve the persuasive purpose of the discourse.