Exploring Generic Features in China-Africa Corporate Advertising: A Critical Genre Analysis

IF 1 4区教育学 Q3 EDUCATION & EDUCATIONAL RESEARCH

Chinese Journal of Applied Linguistics Pub Date : 2022-08-01 DOI:10.1515/CJAL-2022-0311

Meiling Wang, Liming Deng

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引用次数: 0

Abstract

Abstract China-Africa corporate advertising is emerging as an example of the corporate advertising genre in response to the specific rhetorical context of China-Africa win-win cooperation. Drawing on Bhatia’s Critical Genre Analysis (2017), this study explores the text-internal and text-external generic features of China-Africa corporate advertising by analyzing 50 collected samples. The analysis of text-internal prominence shows that China-Africa corporate advertising is unique in its frequent use of win-win-oriented and sector-dependent technical lexicons to indicate the promotional intent. It is also found that move structures vary across different sub-types of China-Africa corporate advertising. Text-externally, the findings reveal a mixture of different discourses within the discursive space of China-Africa corporate advertising. In addition, the results suggest that Chinese companies invest more rhetorical efforts in enhancing the China-Africa community than African counterparts who tend to perceive China-Africa cooperation as the main avenue to attract worldwide partnerships. The findings have some practical implications for discourse construction in the Belt and Road Initiative context and shed light on the evolving nature of advertising discourse, particularly in the China-Africa win-win business context.

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中非企业广告共性特征探析:一种批判性体裁分析

摘要中非企业广告是一种新兴的企业广告类型，以回应中非合作共赢的特定修辞语境。本研究借鉴巴蒂亚的批判性体裁分析（2017），通过对50个样本的分析，探讨了中非企业广告的文本内部和文本外部共性特征。对文本内部突出度的分析表明，中非企业广告的独特之处在于，它经常使用双赢导向和行业相关的技术词汇来表明促销意图。研究还发现，中非企业广告的不同子类型的移动结构各不相同。文本外部，研究结果揭示了中非企业广告话语空间内不同话语的混合。此外，研究结果表明，与倾向于将中非合作视为吸引全球伙伴关系的主要途径的非洲同行相比，中国公司在加强中非共同体方面投入了更多的口头努力。研究结果对“一带一路”倡议背景下的话语构建具有一定的现实意义，并揭示了广告话语的演变本质，尤其是在中非双赢的商业背景下。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Chinese Journal of Applied Linguistics EDUCATION & EDUCATIONAL RESEARCH-

CiteScore

1.50

自引率

0.00%

发文量

377

期刊介绍： The Chinese Journal of Applied Linguistics (CJAL) (formerly known as Teaching English in China – CELEA Journal) was created in 1978 as a newsletter by the British Council, Beijing. It is the affiliated journal of the China English Language Education Association (founded in 1981 and now the Chinese affiliate of AILA [International Association of Applied Linguistics]). The Chinese Journal of Applied Linguistics is the only English language teaching (ELT) journal in China that is published in English, serving as a window to Chinese reform on ELT for professionals in China and around the world. The journal is internationally focused, fully refereed, and its articles address a wide variety of topics in Chinese applied linguistics which include – but also reach beyond – the topics of language education and second language acquisition.