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语类的复杂性和广告对政治语篇的侵殖


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语类的复杂性和广告对政治语篇的侵殖
  • 书号:9787030500908
    作者:王宏俐 著
  • 外文书名:
  • 丛书名:
  • 装帧:平脊精装
    开本:B5
  • 页数:180
    字数:260
    语种:英语
  • 出版社:科学出版社
    出版时间:2016-10-10
  • 所属分类:
  • 定价: ¥72.00元
    售价: ¥57.60元
  • 图书介质:
    纸质书

  • 购买数量: 件  商品库存: 3
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语类分析是当代语言学和应用语言学解释、评价语篇的重要理论及工具。本书通过多视角、双层次的语类分析法比较对比广告与政治竞选演讲两种语篇,剖析了广告促销技巧是如何渗透并影响政治竞选演讲语篇的构建,从而通过这种语类侵殖现象揭示了现实世界中语篇的复杂本性。
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目录

  • Contents
    前言
    Introduction
    Chapter 1 Preliminaries 1
    1.1 The Evolution of Genre Theory 1
    1.1.1 Discourse 1
    1.1.2 Register Analysis and Genre 3
    1.1.3 Functional Analysis and Genre 4
    1.1.4 Interactional Analysis and Evolution of Genre Analysis 4
    1.2 Schools of Genre Theory 6
    1.2.1 The ESP School 7
    1.2.2 Sydney School 8
    1.2.3 The New Rhetoric School 10
    1.3 Key Concepts in Genre Theory 11
    1.3.1 The Definition of Genre 11
    1.3.2 Discourse Community 15
    1.3.3 Genre, Register and Discipline 16
    1.3.4 Genre and Text Type 18
    1.4 Genre, Power, Politics and Political Speeches 19
    1.4.1 Genre and Power 19
    1.4.2 Genre and Politics 22
    1.4.3 Political Discourse and Technology 26
    1.4.4 Current Analytical Approaches to Political Discourse 28
    1.4.5 History of Political Speeches and Existing Studies 30
    1.5 Generic Colonization and Genre Colony 34
    1.6 Analytical Framework to Investigate Genre Colonization 36
    1.6.1 Three-dimensional Perspectives 37
    1.6.2 Two-layer Analysis 39
    1.6.3 Five-step Research Process 41
    Chapter 2 Advertising Genre43
    2.1 Definition of Advertising Genre 43
    2.2 Types of Advertising 44
    2.3 Contextual Configuration of Print Advertisements 47
    2.3.1 Communicative Purposes 47
    2.3.2 Situational Context 47
    2.3.3 Other Socio-cultural Factors 49
    2.4 Textual Construction of Print Advertisements 50
    2.4.1 Establishing Credentials 53
    2.4.2 Presenting the Product and Product Differentiation 57
    2.4.3 Endorsements 73
    2.4.4 Offering Incentives 74
    2.4.5 Using Pressure Tactics 75
    2.4.6 Soliciting Response 76
    2.4.7 Headlines 77
    2.4.8 Overall Traits of Print Advertisements 78
    Chapter 3 Political Campaign Speeches 80
    3.1 Definition of Political Genres 80
    3.2 Political Campaign Speech 82
    3.3 Contextual Configuration of Campaign Speeches 83
    3.3.1 Contextual Configurations of Speech Samples 84
    3.3.2 Contextual Parameters in Political Campaign Speeches 88
    3.4 Textual Construction of Campaign Speeches 93
    3.4.1 Textual Configurations of Speech Samples 93
    3.4.2 Generic Structure in Political Campaign Speeches 98
    3.4.3 Linguistic Features in Political Campaign Speeches 117
    3.4.4 Overall Traits in Political Campaign Speeches 138
    Chapter 4 Advertising’s Colonization into Political Discourse 142
    4.1 Comparison between Print Advertisements and Political Campaign Speeches 142
    4.1.1 Communicative Purposes 142
    4.1.2 Generic Structures 143
    4.1.3 Linguistic Features 148
    4.2 Colonization of Advertising Genre 150
    4.3 Evolution of Political Campaign Speeches 151
    References 153
    Appendix Remarks of Senator Barack Obama (Columbus, OH) 163
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