| 后现代社会下的促销海报体裁——基于香港又一城购物中心的个案分析 |
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| 引用本文： | 黄大网,朱佳.后现代社会下的促销海报体裁——基于香港又一城购物中心的个案分析[J].宁波大学学报(人文科学版),2007,20(6):115-120. |
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| 作者姓名： | 黄大网 朱佳 |
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| 作者单位： | 1. 宁波大学外语学院,浙江,宁波,315211
2. 浙江理工大学外国语学院,浙江,杭州,310018 |
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| 摘 要： | 当代社会的后现代主义特征催生了话语间相互混杂性,而广告话语的创新性正是很大程度上得益于体裁间属性资源的移植。基于体裁分析的视野,通过香港又一城购物中心之个案,收集特定时间段内该中心内的所有商场促销海报,进而解构其体裁结构、大量使用的多模态符号系统和该类语篇的体裁内嵌现象。
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| 关 键 词： | 后现代社会 促销海报 体裁分析 体裁内嵌 |
| 文章编号： | 1001-5124(2007)06-0115-06 |
| 修稿时间： | 2007年3月6日 |
A Generic Analysis of Promotion Posters in Post-Modem Society: A case study of Hong Kong Festival Walk |
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| HUANG Da-wang,ZHU Jia.A Generic Analysis of Promotion Posters in Post-Modem Society: A case study of Hong Kong Festival Walk[J].Journal of Ningbo University(Liberal Arts Edition),2007,20(6):115-120. |
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| Authors: | HUANG Da-wang ZHU Jia |
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| Abstract: | Postmodernist characteristic of contemporary society engenders interdiscursive hybridity and accordingly the innovation of advertising discourse is largely relying upon the appropriation of generic resources between genres.Based on the perspective of genre analysis,the author conducts a case study of Hong Kong Festival Walk by collecting all of its promotion posters in a specific period.Amongst the foci of this paper are the generic structure of promotion posters,the extensive use of multi-modal semiotic systems and the deployment of genre-embedding. |
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| Keywords: | post-modern society promotion posters genre analysis genre-embedding |
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