| Nowadays,China is developing fast and smoothly on the world stage,so the role of its business in international affairs is becoming increasingly important.Advertising discourse as a crucial part of business influences what people buy.In addition,with the implementation of the Belt and Road policy,it is urgent for Chinese companies to figure out how to construct English advertising discourse in order to better sell their brands and products overseas.Therefore,this thesis aims to figure out the genre structure,the similarities and differences in interdiscursivity,and key factors that influence interdiscursivity in English and Chinese advertising discourse.It is not long since Bhatia extended Genre Analysis to Critical Genre Analysis,and domestic studies on professional discourses based on Critical Genre Analysis are still in a development stage.Therefore,this research adopts Critical Genre Analysis as the theoretical framework to study Chinese and English advertising discourse.In order to achieve the validity and reliability of the research,240 pieces of advertising discourse are collected from Chinese and American companies’ Weibo and Twitter which are the mainstream new media application in China and the United States.These 240 pieces are collected from 24 companies in 6 industries which are regarded as the representative industry in Global 500.In order to better analyze the collected data,both quantitative analysis and qualitative analysis are made.Through the in-depth statistical results and deep-seated analysis,it is found that nine move structure patterns are found in the study,namely,tag,background,certain product information,mention others,quotation/imitation,comments,emotion icon,hyperlink,and lucky draw.The move structure of advertising discourse is found different not only between Chinese and English discourse,but also different among industries.Interdiscursivity thus accounts for a variety of discursive processes and professional practices,resulting in mixing,embedding,and bending of generic norms.Promotional and persuasive generic resources in advertising are mainly mixed with informative,political and contract generic resources in Chinese advertising discourse while they are mainly mixed with informative generic resources in English advertising discourse.The manifestation of genre embedding is only found in Chinese advertising discourse in a vivid way,such as embedded with dialogue,prose poem,and even diary.Different from genre mixing,genre bending happens more often in English advertising discourse than in Chinese one.The discourse is often in the form of news,announcement,or commonweal activities to replace the original communicative purpose of the genre and change to promotional purpose.Moreover,the nature of the business of the company and the industry the company belongs to have strong impact on both the generic structure and the performance of interdiscursivity in Chinese and English advertising discourse. |
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