从模糊到清晰——谈情境、叙述者、效果

在话语的理解方面,情境、叙述者本身及叙述者所使用的叙事技巧等方面因素是经常容易被忽略的问题,所以我们在分析叙事作品时,既要分析情境篇章的特殊属性,又要对叙述者的视角来进行解析,从而达到较清晰的 理解效果.     

试论关联理论在交际中的应用

本文运用关联理论分析交际的认知过程。认为关联理论中的最佳关联概念对话语理解和阅读理解的认知过程有很强的解释力。     

品牌管理的误区

品牌的市场力量是惊人的,它能在逆境中生存、能经久不衰、能跨越各国文化和市场界限、能带来更大的分销能力等,因此得到越来越多的市场人士的青睐。然而,由于我国的市场经济是在20世纪80年代刚刚起步,对品牌的认识存在许多的误解。     

Aiming for the discursive high ground: Monsanto and the biotechnology controversy

The past several years have seen the publication of a great deal of exciting theoretical work on ideology and discourse. There has, however, been much less empirical work in the area. In this essay, we undertake a study of a specific set of discursive products developed by Monsanto Corporation in its efforts to shape public opinion and the terms of debate in the controversy over the development of biotechnology. Drawing on existing work, we suggest that relationships between signifiers and signifieds are not natural, but social creations, and that the creation of signs is often the product of social struggles. We show how Monsanto has drawn on discursive elements with historical resonance to create an image of biotechnology that the company hopes will lead to public support for the technology or, at the very least, will stifle opposition.     

Constructing ethnicity in interaction

In the present study, I continue ongoing efforts to incorporate social constructionist viewpoints into sociolinguistics by demonstrating how two interlocutors use linguistic resources to project and shape ethnic (and other facets of) identity in unfolding talk. The interaction is a sociolinguistic interview from a large‐scale sociolinguistic study of a rural tri‐ethnic community in the southeastern U.S. I examine a range of features and types of features and in addition use both quantitative and qualitative methods. Further, I examine the linguistic usages of both the researcher (the interviewer) and the research subject. The analysis confirms that identity is dynamic and multifaceted and is very much a product of ongoing talk, although pre‐existing linguistic and social structures also come into play. In addition, the analysis demonstrates that identity is dialogic as well as dynamic and that researchers play a large role in shaping the linguistic usages of those they study.     

模糊语言在广告中的运用

尽管长期以来,明白和精确是我们讲话或写作所追求的标准,但语言本身的特性和其语用决定了模糊语言大量存在。文章主要以语言学为基础,结合广告的运用,对模糊语言的存在、发展历史、出现的原因、模糊语言的分类、在广告中的运用(模糊修辞的使用)及其语用功能等进行了探讨。     

语体风格的认知结构

立足于言语交际,从认知的角度解释话语建构与解构的认知机理,揭示语体风格认知的逻辑程序,突显语义理据在语体风格认知中的作用,对语体风格研究来说,无疑是个新的观察点,不仅是语体风格理论建设的需要,也是对语用哲学、认知科学和美学的一种观照。     

对科技期刊广告经营策略的思考

随着市场经济的深入发展,广告经营日益受到科技期刊界的重视,越来越多的科技期刊开展了广告经营。本文结合《临床外科杂志》广告经营工作的实践,提出提高期刊质量,扩大发行量,树立正确的广告经营理念,采取灵活的广告经营决策,是科技期刊广告经营的基本策略。     

论美和美感在实践中的生成

美和美感是在以物质生产为中心的社会实践中生成的。这是新实践美学所坚持的根本观点。从实践的整体来看,美和美感是在人通过实践的自我生成过程之中逐渐同步生成的,它们同步生成于实践—创造的自由所生成的人对现实的审美关系之中。从实践的具体类型来看,物质生产是美和美感生成的最原初的基础,它使人脱离动物界成为人,并且开始了“按照美的规律建造”;话语生产是美和美感生成的中介基础,它使人成为“符号的人”和“文化的人”,从而构筑了“审美的家园”;精神生产是美和美感的最终基础,它使人成为“意识形态的人”,创造了文学艺术的“审美意识形态”。物质生产、话语生产、精神生产交互作用使得美和美感同步生成,相伴发展。     

仿拟在广告英语中的应用

广告英语中仿拟辞格应用广泛.通常是模仿人们所熟知的现有材料,对其词语、短语、句子和篇章进行变动,并与广告宣传的产品名称,品质等相联系,以达到宣传的效果.广告英语中的仿拟修辞特点鲜明,一般具有易辨性、灵活性、生动性和临时性的特点.