从系统功能语法的角度对英文促销信的体裁分析

论文摘要

促销信是一种商务信函。它的主要功能是向潜在的读者传递商品、服务的信息,从而说服消费者购买该产品或服务。在全球化经济的影响下,拓展海外业务是一种赢得更多客户的重要手段。因此,英文促销信在国际业务交流中不仅渐渐普遍,同时也成为一种十分有效的促销方式。本文将英文促销信分为两类:一种是写给老顾客,一种是写给新顾客。通过比较两种英文促销信在语步结构和语言特征上的区别,本文旨在阐释信函的作者在不同语篇里如何实现其交际目的,会采取哪些策略,以及为什么采取这样的策略。为达到这一目的,本文运用Bhatia在体裁分析上提出的理论和研究方法,对60封英文促销信(每种类型30篇)进行了语步和结构层次上的分析。通过分析,作者发现两种英文促销信在交际目的上存在着一定的差异,并由此导致两者的语步及语步结构有所不同,例如:常在写给老顾客的促销信中出现的回顾过往交流,在写给新顾客的促销信中出现的标题和资质证明等等。这些发现有助于人们更好地与不同类型的顾客进行交流,同时对体裁分析的教学也有一定的帮助。此外,基于韩礼德的系统功能语法理论,本文还分析了这两种英文促销信的语言特征,并揭示了人际意义在销售信函中是通过什么语言手段来实现的,及如何实现的。通过以上研究,本论文希望能成为促销信研究的一个有益补充,并对汉语语境下,促销信的写作和教学有积极的指导意义。

论文目录

• 摘要
• Abstract
• Contents
• List of Tables and Figures
• Chapter 1 Introduction
• 1.1 Research topic
• 1.2 Definition of sales promotion letters
• 1.3 Rationale
• 1.4 Research questions
• 1.5 Research procedure
• 1.6 Organization of the thesis
• Chapter 2 Literature Review
• 2.1 Concepts of genre
• 2.2 Overview of genre analysis
• 2.2.1 Development of discourse analysis
• 2.2.2 Register analysis, discourse analysis and genre analysis
• 2.3 Genre analysis in ESP
• 2.4 Previous studies on sales promotion letters
• 2.4.1 Overview
• 2.4.2 Different approaches to sales promotion letter
• 2.4.2.1 Structural studies on sales promotion letters
• 2.4.2.2 Psychological studies on sales promotion letters
• 2.4.2.3 Pragmatic studies on sales promotion letters
• Chapter 3 Theoretical Framework
• 3.1 Overview
• 3.2 Communicative purposes
• 3.3 Move and step
• 3.4 Halliday's conceptual work of functional grammar
• 3.4.1 The notion of interpersonal meaning
• 3.4.2 Mood and modality in interpersonal meaning
• 3.5 Smmary
• Chapter 4 Macroscopical Analysis of English Sales Promotion Letters
• 4.1 Overview
• 4.2 Comparison of communicative purposes
• 4.3 Results and findings of move-structural analysis
• 4.3.1 General move-structural model for ESPLs
• 4.3.2 Different moves employed in two types of ESPLs
• 4.3.2.1 Moves for ESPLs written to new customers
• 4.3.2.2 Moves for ESPLs written to old customers
• 4.3.3 Similar moves and steps employed in two types of ESPLs
• 4.4 A case study: a comparison of two specific English sales promotion letters
• 4.5 Summary
• Chapter 5 Microscopical Analysis of English Sales Promotion Letters
• 5.1 Overview
• 5.2 Interpersonal meanings of Mood Class
• 5.2.1 Interpersonal meanings of imperatives
• 5.2.2 Interpersonal meanings of if-clauses
• 5.2.3 Interpersonal meanings of interrogatives
• 5.2.4 Interpersonal meanings of elliptical clauses
• 5.3 Interpersonal meanings of Modality
• 5.3.1 Interpersonal meanings of modal operators
• 5.3.2 Interpersonal meanings of subjective metaphors of Modality
• Chapter 6 Practical Implications
• 6.1 Overview
• 6.2 Implications for English sales promotion letters writing
• 6.2.1 Collecting information about the interactant in the communication
• 6.2.2 Using flexible and multiple ways to write ESPLs
• 6.3 Summary
• Chapter 7 Conclusion
• 7.1 Major findings of the study
• 7.2 Limitations and Areas for further research
• Bibliography
• Acknowledgements
• Appendix 1:English promotion letters written to old customers
• Appendix 2:English promotion letters written to new customers