中国人与英语本族语者英文促销信的体裁对比分析

发布时间：2018-08-30 14:09

【摘要】：随着全球一体化的发展,国际贸易日益频繁,拓展海外业务已经成为一种赢得更多客户的重要手段。促销信函作为一种商务信函,它的的主要功能就是向潜在的客户传递商品、服务的信息,从而说服消费者购买该产品或服务。因而,英文促销信函在国际商务交流中逐渐普遍,同时也成为一种十分有效的促销手段。所以,本文选择了英文促销信函作为研究对象。本文以西方体裁分析理论为基础,在定性研究的基础上,结合Oxford Wordsmith Tools4.0以及Text Analyzer统计软件,对中国英语学习者和英语本族语者的英文促销信语料进行了比较深入的研究,主要探讨两者在宏观体裁结构和微观语言特征等方面存在的共性和差异,并从跨文化的角度找出对差异的合理解释。研究发现：在宏观体裁结构层面,中国英语学习者所撰写的英文促销信函包含九个语步：称呼、介绍寒暄、确立资质证明、介绍代销产品、提供优惠、附寄文件、请求回复、采用压力策略、结尾；而英语本族语者所撰写的英文促销信函则包含八个语步：称呼、确立资质证明、介绍代销产品、提供优惠、附寄文件、请求回复、采用压力策略、结尾；在微观语言层面,中外英文促销信函中名词、动名词的使用非常频繁；大词、难词较多；词汇密度较大；语篇难度指数较高。对比分析则表明,两个语料库中语步2和语步4中的策略2存在一定的差异；称呼、介绍代销产品、请求回复、结尾对中国英语学习者和英语本族语者而言都是必要语步,但介绍寒暄这一语步则不存在于英语本族语者的语料中。中外英文促销信函差异的成因从跨文化的角度分析,主要是由于社会文化结构的影响。西方社会属于权势距离较低的社会,而中国社会属于权势距离较高的社会；多数英语语言国家属于低语境文化国家,而中国属于高语境文化国家。本研究在一定程度上不仅能够揭示该体裁的整体特点,为英文促销信函的撰写者提供指导性建议,而且能够对该体裁的写作教学提供一些帮助。
[Abstract]:With the development of global integration, international trade is becoming more and more frequent. Expanding overseas business has become an important means to win more customers. As a kind of business letter, the main function of promotional letter is to convey the information of goods and services to potential customers, thus persuading consumers to buy the product or service. As a result, English promotional letters are becoming more and more popular in international business communication, and also become a very effective means of promotion. Therefore, this paper chooses English sales promotion letter as the research object. Based on the western genre analysis theory and the qualitative research, this paper makes a deep research on the English promotional materials of Chinese English learners and native speakers, combining with Oxford Wordsmith Tools4.0 and Text Analyzer statistical software. This paper mainly discusses the similarities and differences between them in the aspects of macro-genre structure and micro-linguistic characteristics, and finds out the reasonable explanation of the differences from the perspective of cross-culture. It is found that at the level of macro genre structure, Chinese English learners' English promotion letters contain nine steps: address, introduction of greeting, establishment of qualification certificate, introduction of consignment products, offer of discount, attachment of documents, request for reply. The English sales promotion letter written by native speakers includes eight steps: address, establish qualification certificate, introduce agent product, offer discount, attach document, request reply, adopt pressure strategy, end; At the microcosmic language level, nouns and gerunds are frequently used in sales promotion letters at home and abroad; large words have more difficult words; vocabulary density is higher; and the difficulty index of discourse is higher. The contrastive analysis shows that there are some differences between the two corpora in step 2 and step 4. Addressing, introducing agent products, requesting reply and ending are both necessary language steps for Chinese English learners and native speakers. However, the introduction of pleasantries does not exist in the corpus of native English speakers. The causes of the differences between Chinese and foreign English sales promotion letters are analyzed from a cross-cultural point of view, mainly due to the influence of social and cultural structure. The western society belongs to the society with low power distance, while the Chinese society belongs to the high power distance society; most English language countries belong to the low context culture countries, while China belongs to the high context culture countries. To a certain extent, this study can not only reveal the overall characteristics of the genre and provide guidance and advice to the writers of English promotional letters, but also provide some help to the writing teaching of the genre.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152;H315

【参考文献】