对话、殷勤之意与语篇声音——关于旅游广告语域中人际习语表达的话语分析

Dialogue, Conviviality and Text Voices: Interpersonal Idiomatic Expressions in Travel Advertising

本文试图考察“人际习语表达”在话语中的功能。所用语料是The TimesMagazine和Newsweek两种杂志中的旅游广告。在旅游广告中,人际习语表达是构建对话性、语篇声音、礼貌与殷勤的重要手段。旅游广告作为现代社会的“经典话语”,从本质上讲具有对话性、多声性。其主要话语功能是促销商品和服务,其占主导地位的话语气氛是友好而非冲突,因此表达殷勤、好客的人际习语表达在这一语域中备受青睐。用于报道的人际习语表达有利于创造旅游广告话语的多声性。旅游广告话语中习语资源的大量使用,体现了自由经营的基本规律,是“语言资本主义”最新阶段。

This paper is intended to examine the functions of 'interpersonal idiomatic expressions' (Fernando 1996) in discourse. The data are some travel ads from two English magazines. Travel advertising as a register has become one of the candidates for late modern discourse par excellence. Interpersonal idiomatic expressions are one of the main resources to create dialogue and text voices, to promote conviviality and other social emotions. Travel advertising is dialogic by nature. As its main discourse function is promoting goods and service while its dominant atmosphere is that of amity, interpersonal idiomatic expressions of conviviality are favored by this register. Like any other discourse type, the discourse of travel advertising is multi -voiced. These voices are mainly realized through different forms of interpersonal idiomatic expressions, especially those involving language report, which play a fundamental role in constructing heteroglossis in travel advertising. Advertising is a dubious manifestation of free enterprise in which language becomes a natural resource exploited by agencies in the sectional interests of their clients' marketing programs. This is called 'linguistic capitalism' (Hughes 1988) of advertising, of which a recent stage is to exploit the idiomatic resources of language.