【摘要】：隨著全球一體化的發(fā)展,國際貿(mào)易日益頻繁,拓展海外業(yè)務(wù)已經(jīng)成為一種贏得更多客戶的重要手段。促銷信函作為一種商務(wù)信函,它的的主要功能就是向潛在的客戶傳遞商品、服務(wù)的信息,從而說服消費(fèi)者購買該產(chǎn)品或服務(wù)。因而,英文促銷信函在國際商務(wù)交流中逐漸普遍,同時(shí)也成為一種十分有效的促銷手段。所以,本文選擇了英文促銷信函作為研究對(duì)象。 本文以西方體裁分析理論為基礎(chǔ),在定性研究的基礎(chǔ)上,結(jié)合Oxford Wordsmith Tools4.0以及Text Analyzer統(tǒng)計(jì)軟件,對(duì)中國英語學(xué)習(xí)者和英語本族語者的英文促銷信語料進(jìn)行了比較深入的研究,主要探討兩者在宏觀體裁結(jié)構(gòu)和微觀語言特征等方面存在的共性和差異,并從跨文化的角度找出對(duì)差異的合理解釋。 研究發(fā)現(xiàn)：在宏觀體裁結(jié)構(gòu)層面,中國英語學(xué)習(xí)者所撰寫的英文促銷信函包含九個(gè)語步：稱呼、介紹寒暄、確立資質(zhì)證明、介紹代銷產(chǎn)品、提供優(yōu)惠、附寄文件、請(qǐng)求回復(fù)、采用壓力策略、結(jié)尾；而英語本族語者所撰寫的英文促銷信函則包含八個(gè)語步：稱呼、確立資質(zhì)證明、介紹代銷產(chǎn)品、提供優(yōu)惠、附寄文件、請(qǐng)求回復(fù)、采用壓力策略、結(jié)尾；在微觀語言層面,中外英文促銷信函中名詞、動(dòng)名詞的使用非常頻繁；大詞、難詞較多；詞匯密度較大；語篇難度指數(shù)較高。對(duì)比分析則表明,兩個(gè)語料庫中語步2和語步4中的策略2存在一定的差異；稱呼、介紹代銷產(chǎn)品、請(qǐng)求回復(fù)、結(jié)尾對(duì)中國英語學(xué)習(xí)者和英語本族語者而言都是必要語步,但介紹寒暄這一語步則不存在于英語本族語者的語料中。中外英文促銷信函差異的成因從跨文化的角度分析,主要是由于社會(huì)文化結(jié)構(gòu)的影響。西方社會(huì)屬于權(quán)勢(shì)距離較低的社會(huì),而中國社會(huì)屬于權(quán)勢(shì)距離較高的社會(huì)；多數(shù)英語語言國家屬于低語境文化國家,而中國屬于高語境文化國家。 本研究在一定程度上不僅能夠揭示該體裁的整體特點(diǎn),為英文促銷信函的撰寫者提供指導(dǎo)性建議,而且能夠?qū)υ擉w裁的寫作教學(xué)提供一些幫助。
[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.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H152;H315

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 潘安;英文商業(yè)促銷信的句法特征[J];安徽工業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2001年04期

2 胡濤;論信函的體裁分析[J];外語教學(xué);2004年01期

3 王宏俐;郭繼榮;;體裁分析與商務(wù)促銷類語篇[J];外語教學(xué);2006年04期

4 梁文花;秦洪武;;我國近十年“體裁理論”研究概觀[J];外語教學(xué);2009年01期

5 李俊儒;;商務(wù)英語電子郵件體裁分析[J];外語與外語教學(xué);2007年07期

6 李宣松;體裁分析與商務(wù)語篇[J];外國語(上海外國語大學(xué)學(xué)報(bào));1997年02期

7 楊增成;;《書面語篇的世界——語類研究視角》評(píng)介[J];現(xiàn)代外語;2007年03期

8 尚智慧;;中英促銷信函體裁對(duì)比研究[J];語言教學(xué)與研究;2009年02期

相關(guān)博士學(xué)位論文 前1條

1 尚智慧;基于英語商務(wù)信函的體裁分析[D];上海外國語大學(xué);2007年

相關(guān)碩士學(xué)位論文 前5條

1 曹佩升;中英銷售書的體裁分析[D];廣東外語外貿(mào)大學(xué);2003年

2 李奕穎;中美公司對(duì)于客戶咨詢回復(fù)的電子郵件的體裁分析[D];上海交通大學(xué);2007年

3 張曉嘉;從系統(tǒng)功能語法的角度對(duì)英文促銷信的體裁分析[D];廣東外語外貿(mào)大學(xué);2008年

4 王明文;商務(wù)英語信函的體裁視角研究[D];山東師范大學(xué);2009年

5 張曉娟;從跨文化視角對(duì)中美企業(yè)簡(jiǎn)介文本的體裁對(duì)比研究[D];重慶大學(xué);2010年

，

本文編號(hào)：2213305