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中英销售书的体裁分析

作　者: 曹佩升
导　师: 刘绍龙
学　校: 广东外语外贸大学
专　业: 外国语言学及应用语言学
关键词: cross-cultural communication sales genres genre analysis schema theory socio-cultural constraints knowledge structures explanatory model
分类号: H315
类　型: 硕士论文
年　份: 2003年
下　载: 179次
引　用: 4次
阅　读: 论文下载

内容摘要

This thesis compares the rhetorical moves as well as the specific linguistic features used in English and Chinese sales letters from social, cross-cultural and pragmatic perspectives with an aim to propose an explanatory framework for teaching cross-cultural genres and other relevant business genres. It is the overall objective to study the rhetorical moves of a representative sample of texts in order to determine whether they display specific differences which can be ascribed to their social and cultural environments.An approach based on genre study (Swales, 1990; Bhatia, 1993) and schema theory (Barlett, 1932; Rumelhart, 1980) is used to explore the communicative purposes and various levels of the text. Hall’s (1977) high-and low-context cultures and politeness theory in cross-cultural pragmatics have also been incorporated to enrich the genre approach.Based on the rhetorical analysis of moves following Bhatia (1993), a corpus of sixty sales letters (thirty in Chinese and thirty in English) has been examined. Differences in communication patterns between these letters were identified, and shown to be largely due to a number of factors such as the specific values and beliefs of each culture and the different business practice in China. Major cross-cultural differences include the functions of the opening move, the use of headline and postscript, the use of introductory move and greetings, and politeness strategies. These findings are worth noting for better understanding of business communication across cultures and the development in teaching cross-cultural genres to learners.The explanatory framework proposed for teaching cross-cultural sales genres in this study is not intended to contradict findings of previous research, but rather to incorporate the results of previous studies into a more comprehensible framework for the interpretation of cross-cultural sales genre writing. It is the author’s hope that this framework will facilitate further inquiry into the process of organizing cross-cultural context. The present research may help ESP practitioners with some insights into the use of the proposed explanatory framework in teaching international business writing, and it may contribute to the elaboration of the current approach to the study of sales genres and to the development of research methods for intercultural discourse studies.

全文目录

Declaration  3-4
英文摘要  4-5
Acknowledgement  5-8
Lists of Tables & Figures  8-9
Chapter 1． Introduction  9-13
  1．1 Motivation and Orientation  9-10
  1．2 Significance of the Study  10-11
  1．3 The Present Study: Its Conceptual Approaches, Methodology, Data Source & Analysis  11
  1．4 Outline of the Remaining Chapters  11-13
Chapter 2． Literature Review  13-30
  2．1 Studies on Cross-cultural Communication  13-27
    2．1．1 Contrastive Rhetoric  13-18
      2．1．1．1 Early History （Kaplan, 1966; Connor, 1996）  14-15
      2．1．1．2 Recent Development （Scollon, 1997;Zhu, 1997; Kong, 1998）  15-18
    2．1．2 Genre Analysis  18-22
      2．1．2．1 Genre Analysis in ESP  18-20
      2．1．2．2 Cross-cultural Aspects in Genre Analysis  20-21
      2．1．2．3 Summary of Genre Analysis  21-22
    2．1．3 Genre-related Approaches  22-25
      2．1．3．1 Hall's High-Context and Low-Context  22-23
      2．1．3．2 Politeness Theory  23-25
    2．1．4 Schema Theory  25-27
  2．2 Studies on Sales Letters  27-29
  2．3 Summary  29-30
Chapter 3． Theoretical Framework  30-34
  3．1 Notions of Move and Schemata  30-31
    3．1．1 A Conceptual Definition of Move  30
    3．1．2 Schemata  30-31
  3．2 A Tentative Theoretical Framework for the Present Research  31-33
  3．3 Specific Research Questions  33
  3．4 Summary  33-34
Chapter 4． Research Method, Data Collection & Analysis  34-39
  4．1 Research Method  34-35
  4．2 Data collection  35-36
  4．3 Data analysis  36
  4．4 Sample Analysis  36-38
  4．5 Summary  38-39
Chapter 5． Results and Discussion  39-65
  5．1 Salient Linguistic Features Shared by Chinese & English Sales letters  39-40
  5．2 Comparison of Communicative Purposes  40-42
  5．3 Results and Findings of Structural Move Analysis  42-64
    5．3．1 Different Moves Employed in English and Chinese Sales Letters  42-46
      5．3．1．1 English moves  42-44
      5．3．1．2 Chinese Moves  44-46
    5．3．2 Similar Moves Employed in English and Chinese Sales letters  46-57
    5．3．3 Summary of the Structural Move Analysis  57
    5．3．4 A Case Study: A Comparison of Two Specific Sales Letters  57-64
  5．4 Summary  64-65
Chapter 6． Implication and Conclusion  65-78
  6．1 Major Findings of the Present Study  65-66
  6．2 Implications of the Study  66-76
    6．2．1 A Hypothesized Framework for Teaching Cross-cultural Sales Genres  66-70
    6．2．2 Application of Six Processes to Teaching  70-75
    6．2．3 Theoretical and Practical Contribution of the Study  75-76
  6．3 Conclusions  76-78
References  78-83
Appendixes  83-84
  Appendix 1 English Sales Letters  83-84
  Appendix 2 Chinese Sales Letters  84

中英销售书的体裁分析

内容摘要

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