网络英文广告的体裁特征.pdfVIP

Genre Analysis of English Web Advertising Texts Abstract Advertising has become one of the most important elements in every media of our modernized world. And as Internet is the “5th” medium of the new century, it features a combination of interactive elements ， which can be a huge impact on our business world. It is and it will be much more powerful than ever media before. In this paper, the author presents a genre analysis of the online advertisements, trying to capture the features of online advertisements. There are a lot of online advertisements ， which are collected as the samples of our research. They have been collected from as many fields as possible, trying to give the readers a general view of current online advertisement status, not just an analysis of certain fields of online advertisements. The findings of this paper show that the features and genre of current online advertisements, therefore it gives the advertiser a general idea of the current trend of online advertisement and even a brief guide of the future way of how it will be implemented, and finally offers them some constructive opinions. Key Words: Internet, Web, Advertising, Media, and Genre Analysis I Genre Analysis of English Web Advertising Texts 摘要 在现代社会中，广告已经成为了不可或缺的一部分，而互联网作为新世纪出 现的“第五媒体”正在逐渐崛起。其中互动元素引入的会对商业社会产生很大的 冲击，其产生的能量很可能超越以往任何的媒体形式。 在这篇论文中，作者对于网络广告的体裁特征进行了分析，文中所涵盖的例 子尽力包含了很广泛的行业广告，力图呈现一个无行业跨度的比较。本文力图通 过对网络广告这一特殊载体的语言分析中，把握网络广告的特点，从而能够进一 步地帮助网络广告相关的从业人员，能够从语篇的特点这一功能角度，把握网络 广告独有的特色，从而对于未来网络广告的发展产生一些建设性的影响。 关键词: 互联网, 万维网, 广告，媒体，语篇分析 II