英文促销信的表现形式分析作业

1. Foreword 前言

Nearly 15 years, the genre (genre) and genre analysis (genreanalysis) became the first and second language teaching in the field of hot topics (Hyon 1996). Of many experts and scholars have tried to put this theory is applied in a particular communicative purpose of discourse, such as the analysis of agriculture English Abstracts (Yi Xing Xia, 2006), the field of applied linguistics academic articles analyzing macroscopic and microscopic structure (Yangrui Ying , 2006), analyzing business Promotional Texts (Wang Hongli, Guoji Rong, 2006) and so on. This paper from Bhatia promotional letter in English to start e-commerce thesis genre analysis model to analyze the main purpose of communication is to persuade potential customers to purchase products offered by businesses whose services are accepted in English or promotional letter forms, schematic structure and special information By analyzing the semantic meaning of the cultural presuppositions and mix,http://www.ukassignment.org/ygkczy/ promotional letters deepen understanding of the language of surface features. 

近15年，体裁（genre）和体裁分析（genreanalysis）成为第一语言和第二语言教学领域里的热门话题（Hyon 1996）。我国不少专家、学者都试图把这种理论应用在具有特定交际目的的篇章上，如分析农业英语论文摘要（易兴霞，2006），分析应用语言学领域学术文章的宏观和微观结构（杨瑞英，2006），分析商务促销类语篇（王宏俐，郭继荣，2006）等。本文拟从Bhatia的英文促销信的体裁分析模式入手电子商务论文，分析主要交际目的为说服潜在客户购买商家所提供的产品或接受其服务的英文促销信的表现形式，图式结构和特殊信息，并通过分析语义的文化预设和搭配意义，加深对促销信的语言表面特征的认识。

2. Theoretical basis 

2．理论依据

2.1 genre  

2.1体裁

Linguistics genre (genre) is different from the literature genre. Swales (1990:45-58) that the genre is in a particular socio-cultural context of human communicative event classification results. The so-called communicative event is that the people in accordance with the specific purpose and a specific program in the use of language in social work instance. Singapore Bhatia (1993:13-16) in Swales genre based on the theory made a further improvement, that: a) the genre is a recognizable communicative event; 2) communicative genre is not an ordinary event, but a the internal structure of distinctive features, highly prescriptive communicative events; 3) in the construction of discourse, you must follow the requirements of a particular genre conventions; 4) Although the genre has its own practices and conditionality, insiders can still communicate in the genre within specified personal intent and purpose of communication. Therefore, the purpose of communication should be used often determines what genre, but the genre has routinely provided us can follow Generic Structure Potential.

　语言学中的体裁（genre）不同于文学中的体裁。Swales（1990：45-58）认为体裁是在特定社会文化背景下对人类交际事件进行分类的结果。所谓交际事件就是人们按照特定目的和特定程式运用语言在社会中办事的实例。新加坡的Bhatia（1993：13-16）在Swales的体裁理论基础上做了进一步的完善，认为：1）体裁是一种可辨认的交际事件；2）体裁不是一般的交际事件，而是一种内部结构特征鲜明，高度约定俗成的交际事件；3）在建构语篇时，必须遵循某种特定体裁所要求的惯例；

2.2 genre analysis

Genre analysis in the 1990s by the Swales (1990) and Bhatia (1993) developed a method of analysis. They believe that any genre is constituted by a series of language wheel, language step (move) and step (step) is the starting point of discourse analysis papers opening report. Swales level trends France (move approach) used in a specific genre analysis, that are based on different communicative purposes, in accordance with the meaning and function of a discourse to draw level, and then to examine the level of analysis based on the language of expression. Swales no language-step and a clear definition of the steps, but Nwogu (1997) that the language is a step by a series of vocabulary, and rhetorical features of the thematic significance indicated a tendency to have a uniform meaning discourse fragments step is to implement step language rhetorical strategies to choose from, a language step by one or more steps to achieve. For example, Bhatia (1993:62) under the genre "language step (moves) and steps (steps)" E-commerce theory papers will be summarized in seven selling genre "language Step" (move): 1.Establishing credentials (to establish eligibility proof); 2. Introducing the offer (Introduction to sell content): (1) offering the product or service (introduced products or services), (2) Essential detailing of the offer (Introduction to sell the contents of important details), (3) Indicating value of the offer (to sell the contents of the specified value); 3. Offering incentives (incentives purchase); 4.Enclosingdocuments (enclosed document); 5. Soliciting response (request-reply); 6. Using pressure tactics (using pressure tactics); 7.Ending politely (polite ending). In the above seven "language step", the second language step Introducing the offer is again three steps (step) composed.

Discourse Studies genre analysis model provides a new perspective and way of investigation. Using the theory of genres and genre analysis to analyze a particular discourse, is a discourse analysis of macroscopic and the microscopic structure of the organic combination of both macro-structure focused discourse structure and cognitive structure, but also focus on a particular genre structure in the vocabulary and syntax specific performance levels.

3. Genre Analysis promotional letter in English Application

3.1 Promotion letter genre-defining

Promotional Business English letter is a common discourse, which is based on the format of letters by the sales personnel of goods or services to the customer presence and performance, features and other information, goods or services to help customers understand the benefits, so as to attract the customer's attention and interest, arouse demand, to take buying behavior purposes. Therefore, it is the essence of sellers and consumers of information between the main purpose of communication is through the promotion to consumers, inducing and tips to promote consumers purchase motivation, influence consumer buying behavior, products from production areas to achieve Transfer field to the consumer. Such decisions recipient communicative purpose and the writer is usually not familiar with the two sides, so the language modest and polite, concise and clear is essential.

3.2 Promotion letter inherent macrostructure

A successful promotional letter, including the structure, Bhatia follow the seven basic "language-step" model, by attracting the attention of customers, selling to customers detailing the product or service and solicit replies to achieve such discourse fragments convince potential customers to buy the product or service being promoted communicative purposes. Here we promotional letter from the English Bhatia genre analysis model to start to discuss specific promotional letter level trends.

Dear customer,

⑴ The union bakers would like to announce a great offerthis Valentine day. Every two kg cake you buy you get raffle ticket whichallows you to enter into a draw which will give you a chance to win a dinnerfor two at a three star hotel. You can have a wonderful dinner with your lovedone on the eve of Valentine's Day.

⑵ The bakers will arrange for the pickup and drop to thevenue and you can enjoy the dinner along with the dance party at the three starhotels.

⑶ Don't you think it will be funto take your girlfriend or boyfriend out for dinner on a valentine's day and make the day a special one? Imagine all thatfun you have with your loved one with tasty cuisine and exciting and thrillingdance party. To top it all you can meet famous singer and dancer who is theguest of honor that day.

⑷ Visit any of our outlets to get more information. Hurryand buy a wonderful tasty cake for your loved one.

⑸ Since the offer is valid till (time how long). Please actnow.

⑹ Sincerely commerce papers,

Promotion to this letter consists of five sections, the first sentence of the first paragraph is the first language step: Establishing credentials (establishing qualifications), by referring to Valentine's Day, a service to be provided to attract the attention of customers; The second sentence of the first paragraph is a second language to a third step: Introducing the offer (Introduction to sell content). Second language step consists of three steps: ⑴ offering the product or service (introduced products or services), ⑵ Essential detailing of the offer (introduction to sell the contents of important details), ⑶ Indicating value of the offer (specifying sell the value of content). The second sentence of the first paragraph is the first step, which mainly describes the upcoming service - buy two kilograms per cake can draw a chance to win two in a three-star hotel dinner; first paragraph three and the second is the second step, detailing the details of marketing services - Valentine's Day love in three-star hotels and a dinner dance; third is the third step, the main point to sell services spiritual values ​​- to make Valentine's Day special passes, and can meet celebrities. The second step is the promotional language most important part of the letter, determine whether the goods or services to help customers understand the benefits, so as to cause the customer's attention and interest, arouse demand, and ultimately take purchase purposes. Fourth and third, four language step: Offering incentives (incentives purchase) and Soliciting response (request-reply). Fourth paragraph of the first one is to request the customer to make reply - to the point of sale to seek more information; second sentence is to encourage customers to buy a tendency to resolve. Fifth paragraph is the fifth language Step: Using pressure tactics (using pressure tactics), Sincerely and signature phrase is the sixth step: Endingpolitely (courtesy ending), as a traditional letter unique endings, this step in the promotion letter words is also very common.

And Bhatia's seven-step mode is slightly different language is this: to this promotion letter does not Enclosingdocuments (enclosed document) This language step; And Offering incentives (incentives purchase) and Soliciting response (request-reply) vary the order of . Wang Hongli, Guoji Rong (2006) that in the discourse of language often used to build the core language step step, not appearing auxiliary language step is to step outside language in promotional e-letter papers, first, second, fourth language Step step is the core language, because Enclosing documents (enclosed document) This step is a peripheral language language step, the seller can decide whether to use; regards language step sequence, although promotion is believed to be in an English for specific purposes, there are its practices and constraints, but we can still communicate in the genre within specified personal intent and purpose of communication.

3.3 promotional letters and match the cultural significance of the default

This is actually one based on Western cultural background papers sweepstakes promotion letter opening report. Promotional most important part of the letter - the second step is also based on this language as a prerequisite for the default culture. Promotional merchandise sellers want the cake, but in the promotion letter, there is likely to win the lottery Valentine's Day dinner, but the focus is to describe, mainly businessmen to seize the customer consumption process fluke by the Italian mentality - to win the lottery together with your beloved on Valentine's Day free dinner opportunity to set the chance of winning, the use of lottery forms, to attract consumers to purchase goods cake. Exciting sweepstakes successfully pulled the attention of customers point should vigorously promote the product - top of the cake. If the recipient does not understand the culture of default, the letter is not easy to achieve marketing communication purposes.

Leech (1981:17) that: with the meaning of a word is used in conjunction with another word so when paired with the context and meaning of the word changes. Therefore promotional letters in the word collocation is very careful. Promotional letter using mostly descriptive adjectives and evaluative, mostly commendatory, for example: great, wonderful, special, tasty, exciting e-commerce papers, thrilling, famous, wonderful, these adjectives sketched out a romance for the recipient , passion, delicious dinner scene. Although this is a letter, but the extra spoken word written word, easy to understand, simple and clear. Sellers to sell goods or services, often used directly ask questions and imperative sentence, enhanced boot capability, persuade or invite the recipient to take buying action.

3.4 Summary

Genre of discourse analysis beyond the simple description language features, and strive to explain the rationale discourse, the discourse of social and cultural factors behind the structure and psychological cognitive factors, revealing the background of a special way to achieve communicative and normative discourse structure. Promotional letter with English for specific purposes is a kind of promotion letter to the genre as a discourse regular structured hierarchical combination of ideological trends, help us better understand this letter genre, writing a clear goal, a clear structure, promotional letter words accurately.