Interpersonal function is one of the three metafunctions of language. This paper investigates the interpersonal meanings in Chinese cosmetic advertising discourse from mood, modality and appraise the three aspects. Ba...Interpersonal function is one of the three metafunctions of language. This paper investigates the interpersonal meanings in Chinese cosmetic advertising discourse from mood, modality and appraise the three aspects. Based on an exploratory study of data of six typical Chinese cosmetic advertising discourses, the paper claims that the distribution of mood and modality has close link with the interpersonal meaning in advertising. The Functional Grammar and Appraisal System help to reveal the interpersonal meanings of the discourse concerned.展开更多
Bildung, a western cultural ideal, which fundamentally can be traced back to biblical connotations, but is also rich in Platonic elements from the history of hermeneutics, reached its culmination point by the 19th cen...Bildung, a western cultural ideal, which fundamentally can be traced back to biblical connotations, but is also rich in Platonic elements from the history of hermeneutics, reached its culmination point by the 19th century. As the vast superstructure of western erudition, it has acquired the rank of the sole discursive and epistemic normativity, which has defined not only its own system, i.e., education in its narrow sense, but also the criteria of scientific assertions. Since the basis of Bildung was formed by the variations of classical erudition changing by every era, so in the Age of Bildung the defining epistemological and methodological pattern, which determined it from a discursive, and at the same time, an epistemological point of view, was meant by classical philology. As a classical philologist Friedrich Nietzsche was among the first to point out the inseparable connection between rhetoric, interpretation, and epistemology. Nietzsche, as against the monolithic tradition of Bildung, developed a set of aspects of subversive criticism of science, so his surpassing of the nineteenth century academic philology and renewal of it as a kind of cultural hermeneutics walk hand in hand. Nietzschean philology, first and foremost, has to be adapted for revaluing its scientific statements from the aspect of art, i.e., aesthetical sensitivity, which has to be reassessed from viewpoint of effects on life as active potential. The claims of Nietzsche are so comprehensive that the notion of morality defined by Bildung, as well as the ethical system of Bildung, the sole sense of morality is questioned, and his issues are extended over the methodological basis of Bildung considered as normative. However, he does not use such a method of interpretation that, to a certain extent, would not have been known and used by the philology of the Bildung＇s scientific ideal. With the difference that the Nietzschean critical practice does not have respect for the borders defining homologous structures but, by implementing transgressive tactics, it claims the authority of these borders. In my article, I show how the Nietzschean propositions for the methodological reform of classical philology did set the stage for Nietzsche＇s later critical comments, now purely on the philosophy of science, and I analyse the multifold consequences of the concept of the Nietzschean philology as an ＂existential science,＂ which was aimed to de（con）struct the concept of Bildung.展开更多
Culture teaching has to be carried out systematically and specifically. It can not only depend on the teacher＇s occasional input knowledge concerning cultures but demand fundamental changes in educational structures,...Culture teaching has to be carried out systematically and specifically. It can not only depend on the teacher＇s occasional input knowledge concerning cultures but demand fundamental changes in educational structures, philosophies and methoclologies. This paper attempts to build up a conceptual framework guiding the practice of culture-oriented English teaching. The literature review includes three main aspects： aim for strengthening awareness of culture teaching; methodology of culture teaching; culture teaching techniques. The paper also points out that only by combination of language teaching and culture teaching can students reach the purpose of enhancing the intercultural communicative competency.展开更多
文摘Interpersonal function is one of the three metafunctions of language. This paper investigates the interpersonal meanings in Chinese cosmetic advertising discourse from mood, modality and appraise the three aspects. Based on an exploratory study of data of six typical Chinese cosmetic advertising discourses, the paper claims that the distribution of mood and modality has close link with the interpersonal meaning in advertising. The Functional Grammar and Appraisal System help to reveal the interpersonal meanings of the discourse concerned.
文摘Bildung, a western cultural ideal, which fundamentally can be traced back to biblical connotations, but is also rich in Platonic elements from the history of hermeneutics, reached its culmination point by the 19th century. As the vast superstructure of western erudition, it has acquired the rank of the sole discursive and epistemic normativity, which has defined not only its own system, i.e., education in its narrow sense, but also the criteria of scientific assertions. Since the basis of Bildung was formed by the variations of classical erudition changing by every era, so in the Age of Bildung the defining epistemological and methodological pattern, which determined it from a discursive, and at the same time, an epistemological point of view, was meant by classical philology. As a classical philologist Friedrich Nietzsche was among the first to point out the inseparable connection between rhetoric, interpretation, and epistemology. Nietzsche, as against the monolithic tradition of Bildung, developed a set of aspects of subversive criticism of science, so his surpassing of the nineteenth century academic philology and renewal of it as a kind of cultural hermeneutics walk hand in hand. Nietzschean philology, first and foremost, has to be adapted for revaluing its scientific statements from the aspect of art, i.e., aesthetical sensitivity, which has to be reassessed from viewpoint of effects on life as active potential. The claims of Nietzsche are so comprehensive that the notion of morality defined by Bildung, as well as the ethical system of Bildung, the sole sense of morality is questioned, and his issues are extended over the methodological basis of Bildung considered as normative. However, he does not use such a method of interpretation that, to a certain extent, would not have been known and used by the philology of the Bildung＇s scientific ideal. With the difference that the Nietzschean critical practice does not have respect for the borders defining homologous structures but, by implementing transgressive tactics, it claims the authority of these borders. In my article, I show how the Nietzschean propositions for the methodological reform of classical philology did set the stage for Nietzsche＇s later critical comments, now purely on the philosophy of science, and I analyse the multifold consequences of the concept of the Nietzschean philology as an ＂existential science,＂ which was aimed to de（con）struct the concept of Bildung.
文摘Culture teaching has to be carried out systematically and specifically. It can not only depend on the teacher＇s occasional input knowledge concerning cultures but demand fundamental changes in educational structures, philosophies and methoclologies. This paper attempts to build up a conceptual framework guiding the practice of culture-oriented English teaching. The literature review includes three main aspects： aim for strengthening awareness of culture teaching; methodology of culture teaching; culture teaching techniques. The paper also points out that only by combination of language teaching and culture teaching can students reach the purpose of enhancing the intercultural communicative competency.
