Automated and accurate movie genre classification is crucial for content organization,recommendation systems,and audience targeting in the film industry.Although most existing approaches focus on audiovisual features ...Automated and accurate movie genre classification is crucial for content organization,recommendation systems,and audience targeting in the film industry.Although most existing approaches focus on audiovisual features such as trailers and posters,the text-based classification remains underexplored despite its accessibility and semantic richness.This paper introduces the Genre Attention Model(GAM),a deep learning architecture that integrates transformer models with a hierarchical attention mechanism to extract and leverage contextual information from movie plots formulti-label genre classification.In order to assess its effectiveness,we assessmultiple transformer-based models,including Bidirectional Encoder Representations fromTransformers(BERT),ALite BERT(ALBERT),Distilled BERT(DistilBERT),Robustly Optimized BERT Pretraining Approach(RoBERTa),Efficiently Learning an Encoder that Classifies Token Replacements Accurately(ELECTRA),eXtreme Learning Network(XLNet)and Decodingenhanced BERT with Disentangled Attention(DeBERTa).Experimental results demonstrate the superior performance of DeBERTa-based GAM,which employs a two-tier hierarchical attention mechanism:word-level attention highlights key terms,while sentence-level attention captures critical narrative segments,ensuring a refined and interpretable representation of movie plots.Evaluated on three benchmark datasets Trailers12K,Large Movie Trailer Dataset-9(LMTD-9),and MovieLens37K.GAM achieves micro-average precision scores of 83.63%,83.32%,and 83.34%,respectively,surpassing state-of-the-artmodels.Additionally,GAMis computationally efficient,requiring just 6.10Giga Floating Point Operations Per Second(GFLOPS),making it a scalable and cost-effective solution.These results highlight the growing potential of text-based deep learning models in genre classification and GAM’s effectiveness in improving predictive accuracy while maintaining computational efficiency.With its robust performance,GAM offers a versatile and scalable framework for content recommendation,film indexing,and media analytics,providing an interpretable alternative to traditional audiovisual-based classification techniques.展开更多
This study systematically analyzes the genre structure and linguistic features of 42 English abstracts from six internationally renowned medical journals,based on the revised CARS model proposed by Swales.The research...This study systematically analyzes the genre structure and linguistic features of 42 English abstracts from six internationally renowned medical journals,based on the revised CARS model proposed by Swales.The research findings indicate that medical abstracts typically follow a three-step structure:“Establishing a Research Territory-Establishing a Research Niche-Occupying the Niche”,where the steps“Research Purpose”and“Research Results”are the most frequently utilized,forming the core content of the abstracts.Within the sequence of moves,81%conform to conventional patterns,while a minority of samples exhibit unconventional structures such as inversion,cycling,and repetition.In terms of linguistic features,the present simple tense and active voice are predominantly used,reflecting the universality of the research and the author’s agency;conversely,the simple past tense and passive voice are primarily employed to describe research methods and processes.This study reveals the writing conventions of medical abstracts,providing empirical evidence and genre reference for non-native scholars in the preparation and publication of their work in international journals.展开更多
The awareness of applying genre in teaching and learning language has been aroused recently, and the choices of genres are connected closely with teachers' teaching goals and the needs of students. This paper whic...The awareness of applying genre in teaching and learning language has been aroused recently, and the choices of genres are connected closely with teachers' teaching goals and the needs of students. This paper which holds certain pedagogic purpose, analyzes genre-based teaching approach via an analysis on an English text book named Changes (level 1), aiming to help EFL teachers cultivate their genre awareness.展开更多
The essay explains why the writing skill is often perceived to be the most difficult language skill to master; to what extent can a genre approach to teaching writing help students master the skill of writing compare ...The essay explains why the writing skill is often perceived to be the most difficult language skill to master; to what extent can a genre approach to teaching writing help students master the skill of writing compare briefly to other skills such as product approach and process approach; and introduce a new approach process-genre approach.展开更多
In this paper, we conduct research on the stereotyped writing criticism genre during the late Ming and early Qing dynasties. Ming and Qing dynasty, especially in middle Qing dynasty literature in almost all areas have...In this paper, we conduct research on the stereotyped writing criticism genre during the late Ming and early Qing dynasties. Ming and Qing dynasty, especially in middle Qing dynasty literature in almost all areas have made great progress that make the various forms of genre of Chinese classical literature have been into the comprehensive prosperity. The rhythm of the eight-part essay writing features can also be of composition structure shift from above, the inversion analysis of rhythm of the reasonable explanation. Eight-part essays writing have speaking format, the arrangement of each part of the article structure and should be treated according to certain programs. This paper integrates the related result to propose the new idea on the stereotyped writing criticism genre that propose the novel perspective for the related research areas.展开更多
The previous studies show that the major problems faced by the students in writing can be classified into two categories, that is, they don't know"what to write"and"how to write". The researche...The previous studies show that the major problems faced by the students in writing can be classified into two categories, that is, they don't know"what to write"and"how to write". The researchers found that the specific problems existing in their writings are identified as poor content, incomplete generic structure and misuse of cohesive devices. Therefore, on the basis of the previous studies, this study attempts to use Martin's genre theory to resolve the existed problems of the Professional College English major's students in writing and enhance students' discourse writing ability. Meanwhile, this study tries to answer the following questions:(1) Compared with the traditional writing teaching methods, whether the genre-based writing method has a significant effect to improve students' writing skills;(2) Whether the genre-based writing method is possible to increase students' interest in writing. The experimental result and the questionnaire show that genre-based approach in ESL writing teaching really can improve students' writing achievement and enhance students' interest in English writing.展开更多
This study mainly uses the move and step analysis to conduct a contrastive genre analysis on the selected 20 Chinese ad-mission brochures(CABs) and 20 American admission brochures(AABs).Differences in moves,move seque...This study mainly uses the move and step analysis to conduct a contrastive genre analysis on the selected 20 Chinese ad-mission brochures(CABs) and 20 American admission brochures(AABs).Differences in moves,move sequences and step arrange-ments have revealed themselves in this comparison.Firstly,Chinese university admission brochures cast more focus on basic infor-mation about the university,the application procedure and admission criteria,while American universities,besides offering such in-formation,also emphasize the promotional function of the admission brochures.They use appealing and creative moves to commer-cially‘sell'advantages of the university to the potential applicants.Secondly,based on Kress & van Leeuwen's visual grammarsymbolic meaning,images and colors in admission brochures are also explored and analyzed as language.For one thing,after count-ing the frequency of the four categories of images,namely portrait,campus scenery,campus life pictures and graphs,it is foundthat,compared with CABs,AABs have a highly more obvious tendency in using images.The images are used as an effective tool toincrease the sense of credibility,identity-recognition,attract reader's attention,and help understanding,making the facts and in-formation more intuitive.For another thing,the main colors used in the brochures are yet another noticeable feature.Especially inAmerican brochures,universities tend to use their‘traditional colors' in the brochure to achieve a sense of consistency.Some Chi-nese brochures also follow this promotional strategy,yet a large percentage of them do not use any recognizable colors other thanthe printed black and white.Based on these differences,suggestions are put forward from perspectives including choice of movesand steps to improve the quality of CABs,hopefully raising their acceptance in the international level.展开更多
Schema theory is the first one to explain the process of reading comprehension theory,thus it has a great influence onthe reading teaching.This paper,with a brief introduction of schema theory,and based on the schema ...Schema theory is the first one to explain the process of reading comprehension theory,thus it has a great influence onthe reading teaching.This paper,with a brief introduction of schema theory,and based on the schema mechanism analysis,puts for-ward its application in the China English reading teaching strategies.展开更多
The present study analyzes ten English refusal letters of two subcategories based on Swales' genre analysis model and finds that difference exists in the generic features of the two subcategorized types. Teachers ...The present study analyzes ten English refusal letters of two subcategories based on Swales' genre analysis model and finds that difference exists in the generic features of the two subcategorized types. Teachers should reveal the underlying rationale behind linguistic features of a specific genre so that students can not only identify genre but also apply it appropriately.展开更多
Mini-saga, a brand-new writing genre, is a short story with exactly 50 words, which can be instructed with process genre approach in Chinese college EFL writing classes. Process genre approach emphasizes both the know...Mini-saga, a brand-new writing genre, is a short story with exactly 50 words, which can be instructed with process genre approach in Chinese college EFL writing classes. Process genre approach emphasizes both the knowledge of context, especially the purpose for writing and skills in using language. Guided by the approach, students need to consider how to achieve certain social purposes in context with appropriate language and structure while composing mini-sagas. Detailed instruction procedures can be designed to instruct students to work out mini-sagas, which can arouse their interest and motivation in English writing, encourage their writing innovation and originality, develop their writing skills, and dig their writing potentials.展开更多
This exploratory study examines whether genre has an impact on syntactic complexity and holistic rating in EFL writing. Over 300 sample texts produced by intermediate learners were collected from a test and some regul...This exploratory study examines whether genre has an impact on syntactic complexity and holistic rating in EFL writing. Over 300 sample texts produced by intermediate learners were collected from a test and some regular after-class assignments for English writing courses. Each participant completed two writing tasks, one argumentative and the other narrative. Results show that genre type has a significant impact on L2 syntactic complexity. Genre effect is found stronger with timed writing tasks. L2 holistic ratings show correlation with syntactic complexity on the different measure(s) depending on genre type and planning conditions. Regression analyses reveal that for timed writing tasks, clausal density(clauses per sentence) is a reliable predictor for holistic assessment on intermediate EFL learners’ writing quality. It is found to account for 6% of the score variance for timed writing and 10% for timed argumentative writing. Genre is evidenced to be related to EFL writing holistic ratings. Closer examination indicates that while syntactic complexity is predictive of holistic writing scores for argumentative writing, it does not correlate with holistic scores for narrative writing. Other linguistic features rather than syntactic complexity may be accountable. Overall, the study lends support to genre effect in the relationship between syntactic complexity and L2 writing quality holistic rating.展开更多
It can be said that the automatic classification of musical genres plays a very important role in the current digital technology world in which the creation,distribution,and enjoyment of musical works have undergone h...It can be said that the automatic classification of musical genres plays a very important role in the current digital technology world in which the creation,distribution,and enjoyment of musical works have undergone huge changes.As the number ofmusic products increases daily and themusic genres are extremely rich,storing,classifying,and searching these works manually becomes difficult,if not impossible.Automatic classification ofmusical genres will contribute to making this possible.The research presented in this paper proposes an appropriate deep learning model along with an effective data augmentation method to achieve high classification accuracy for music genre classification using Small Free Music Archive(FMA)data set.For Small FMA,it is more efficient to augment the data by generating an echo rather than pitch shifting.The research results show that the DenseNet121 model and data augmentation methods,such as noise addition and echo generation,have a classification accuracy of 98.97%for the Small FMA data set,while this data set lowered the sampling frequency to 16000 Hz.The classification accuracy of this study outperforms that of the majority of the previous results on the same Small FMA data set.展开更多
The debate on the marketization of discourse in higher education has sparked and sustained interest among researchers in discourse and education studies across a diversity of contexts.While most research in this line ...The debate on the marketization of discourse in higher education has sparked and sustained interest among researchers in discourse and education studies across a diversity of contexts.While most research in this line has focused on marketized discourses such as advertisements,little attention has been paid to promotional discourse in public institutions such as the About us texts on Chinese university websites.The goal of the present study is twofold:first,to describe the generic features of the university About us texts in China;and second,to analyze how promotional discourse is interdiscursively incorporated in the discourse by referring to the broader sociopolitical context.Findings have indicated five main moves:giving an overview,stressing historical status,displaying strengths,pledging political and ideological allegiance,and communicating goals and visions.Move 3,displaying strengths,has the greatest amount of information and can be further divided into six sub-moves which presents information on campus facilities,faculty team,talent cultivation,disciplinary fields construction,academic research,and international exchange.The main linguistic and rhetorical strategies used in these moves are analyzed and discussed.展开更多
This study presents statistical results of a comparison between English abstracts in a leading intemational medical journal and those in a Chinese one. With a genre analysis and discussion of linguistic features of th...This study presents statistical results of a comparison between English abstracts in a leading intemational medical journal and those in a Chinese one. With a genre analysis and discussion of linguistic features of these abstracts, the paper points out the weak points in the abstracts by Chinese writers and provides some suggestions for writing abstracts of medical research articles展开更多
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 An...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 ChinaAfrica 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.展开更多
The advent of the Intemet has witnessed a revolution in the business world. One typical example is the emergence of the B2B website. The present paper looks at the B2B website, a conventionalized digital text, in term...The advent of the Intemet has witnessed a revolution in the business world. One typical example is the emergence of the B2B website. The present paper looks at the B2B website, a conventionalized digital text, in terms of its communicative purposes, move features as well as linguistic specialties, with the aim of presenting the generic structure of the B2B website and its principal linguistic features contributing to the realization of its communicative purposes. It is demonstrated that the B2B website is one instance of the promotional genres and it has a lot in common with advertisement English and ＂netsneak＂ in the aspect of lexico-grammatical features.展开更多
基金would like to thank the Deanship of Graduate Studies and Scientific Research at Qassim University for financial support(QU-APC-2025).
文摘Automated and accurate movie genre classification is crucial for content organization,recommendation systems,and audience targeting in the film industry.Although most existing approaches focus on audiovisual features such as trailers and posters,the text-based classification remains underexplored despite its accessibility and semantic richness.This paper introduces the Genre Attention Model(GAM),a deep learning architecture that integrates transformer models with a hierarchical attention mechanism to extract and leverage contextual information from movie plots formulti-label genre classification.In order to assess its effectiveness,we assessmultiple transformer-based models,including Bidirectional Encoder Representations fromTransformers(BERT),ALite BERT(ALBERT),Distilled BERT(DistilBERT),Robustly Optimized BERT Pretraining Approach(RoBERTa),Efficiently Learning an Encoder that Classifies Token Replacements Accurately(ELECTRA),eXtreme Learning Network(XLNet)and Decodingenhanced BERT with Disentangled Attention(DeBERTa).Experimental results demonstrate the superior performance of DeBERTa-based GAM,which employs a two-tier hierarchical attention mechanism:word-level attention highlights key terms,while sentence-level attention captures critical narrative segments,ensuring a refined and interpretable representation of movie plots.Evaluated on three benchmark datasets Trailers12K,Large Movie Trailer Dataset-9(LMTD-9),and MovieLens37K.GAM achieves micro-average precision scores of 83.63%,83.32%,and 83.34%,respectively,surpassing state-of-the-artmodels.Additionally,GAMis computationally efficient,requiring just 6.10Giga Floating Point Operations Per Second(GFLOPS),making it a scalable and cost-effective solution.These results highlight the growing potential of text-based deep learning models in genre classification and GAM’s effectiveness in improving predictive accuracy while maintaining computational efficiency.With its robust performance,GAM offers a versatile and scalable framework for content recommendation,film indexing,and media analytics,providing an interpretable alternative to traditional audiovisual-based classification techniques.
文摘This study systematically analyzes the genre structure and linguistic features of 42 English abstracts from six internationally renowned medical journals,based on the revised CARS model proposed by Swales.The research findings indicate that medical abstracts typically follow a three-step structure:“Establishing a Research Territory-Establishing a Research Niche-Occupying the Niche”,where the steps“Research Purpose”and“Research Results”are the most frequently utilized,forming the core content of the abstracts.Within the sequence of moves,81%conform to conventional patterns,while a minority of samples exhibit unconventional structures such as inversion,cycling,and repetition.In terms of linguistic features,the present simple tense and active voice are predominantly used,reflecting the universality of the research and the author’s agency;conversely,the simple past tense and passive voice are primarily employed to describe research methods and processes.This study reveals the writing conventions of medical abstracts,providing empirical evidence and genre reference for non-native scholars in the preparation and publication of their work in international journals.
文摘The awareness of applying genre in teaching and learning language has been aroused recently, and the choices of genres are connected closely with teachers' teaching goals and the needs of students. This paper which holds certain pedagogic purpose, analyzes genre-based teaching approach via an analysis on an English text book named Changes (level 1), aiming to help EFL teachers cultivate their genre awareness.
文摘The essay explains why the writing skill is often perceived to be the most difficult language skill to master; to what extent can a genre approach to teaching writing help students master the skill of writing compare briefly to other skills such as product approach and process approach; and introduce a new approach process-genre approach.
文摘In this paper, we conduct research on the stereotyped writing criticism genre during the late Ming and early Qing dynasties. Ming and Qing dynasty, especially in middle Qing dynasty literature in almost all areas have made great progress that make the various forms of genre of Chinese classical literature have been into the comprehensive prosperity. The rhythm of the eight-part essay writing features can also be of composition structure shift from above, the inversion analysis of rhythm of the reasonable explanation. Eight-part essays writing have speaking format, the arrangement of each part of the article structure and should be treated according to certain programs. This paper integrates the related result to propose the new idea on the stereotyped writing criticism genre that propose the novel perspective for the related research areas.
文摘The previous studies show that the major problems faced by the students in writing can be classified into two categories, that is, they don't know"what to write"and"how to write". The researchers found that the specific problems existing in their writings are identified as poor content, incomplete generic structure and misuse of cohesive devices. Therefore, on the basis of the previous studies, this study attempts to use Martin's genre theory to resolve the existed problems of the Professional College English major's students in writing and enhance students' discourse writing ability. Meanwhile, this study tries to answer the following questions:(1) Compared with the traditional writing teaching methods, whether the genre-based writing method has a significant effect to improve students' writing skills;(2) Whether the genre-based writing method is possible to increase students' interest in writing. The experimental result and the questionnaire show that genre-based approach in ESL writing teaching really can improve students' writing achievement and enhance students' interest in English writing.
文摘This study mainly uses the move and step analysis to conduct a contrastive genre analysis on the selected 20 Chinese ad-mission brochures(CABs) and 20 American admission brochures(AABs).Differences in moves,move sequences and step arrange-ments have revealed themselves in this comparison.Firstly,Chinese university admission brochures cast more focus on basic infor-mation about the university,the application procedure and admission criteria,while American universities,besides offering such in-formation,also emphasize the promotional function of the admission brochures.They use appealing and creative moves to commer-cially‘sell'advantages of the university to the potential applicants.Secondly,based on Kress & van Leeuwen's visual grammarsymbolic meaning,images and colors in admission brochures are also explored and analyzed as language.For one thing,after count-ing the frequency of the four categories of images,namely portrait,campus scenery,campus life pictures and graphs,it is foundthat,compared with CABs,AABs have a highly more obvious tendency in using images.The images are used as an effective tool toincrease the sense of credibility,identity-recognition,attract reader's attention,and help understanding,making the facts and in-formation more intuitive.For another thing,the main colors used in the brochures are yet another noticeable feature.Especially inAmerican brochures,universities tend to use their‘traditional colors' in the brochure to achieve a sense of consistency.Some Chi-nese brochures also follow this promotional strategy,yet a large percentage of them do not use any recognizable colors other thanthe printed black and white.Based on these differences,suggestions are put forward from perspectives including choice of movesand steps to improve the quality of CABs,hopefully raising their acceptance in the international level.
文摘Schema theory is the first one to explain the process of reading comprehension theory,thus it has a great influence onthe reading teaching.This paper,with a brief introduction of schema theory,and based on the schema mechanism analysis,puts for-ward its application in the China English reading teaching strategies.
文摘The present study analyzes ten English refusal letters of two subcategories based on Swales' genre analysis model and finds that difference exists in the generic features of the two subcategorized types. Teachers should reveal the underlying rationale behind linguistic features of a specific genre so that students can not only identify genre but also apply it appropriately.
文摘Mini-saga, a brand-new writing genre, is a short story with exactly 50 words, which can be instructed with process genre approach in Chinese college EFL writing classes. Process genre approach emphasizes both the knowledge of context, especially the purpose for writing and skills in using language. Guided by the approach, students need to consider how to achieve certain social purposes in context with appropriate language and structure while composing mini-sagas. Detailed instruction procedures can be designed to instruct students to work out mini-sagas, which can arouse their interest and motivation in English writing, encourage their writing innovation and originality, develop their writing skills, and dig their writing potentials.
文摘This exploratory study examines whether genre has an impact on syntactic complexity and holistic rating in EFL writing. Over 300 sample texts produced by intermediate learners were collected from a test and some regular after-class assignments for English writing courses. Each participant completed two writing tasks, one argumentative and the other narrative. Results show that genre type has a significant impact on L2 syntactic complexity. Genre effect is found stronger with timed writing tasks. L2 holistic ratings show correlation with syntactic complexity on the different measure(s) depending on genre type and planning conditions. Regression analyses reveal that for timed writing tasks, clausal density(clauses per sentence) is a reliable predictor for holistic assessment on intermediate EFL learners’ writing quality. It is found to account for 6% of the score variance for timed writing and 10% for timed argumentative writing. Genre is evidenced to be related to EFL writing holistic ratings. Closer examination indicates that while syntactic complexity is predictive of holistic writing scores for argumentative writing, it does not correlate with holistic scores for narrative writing. Other linguistic features rather than syntactic complexity may be accountable. Overall, the study lends support to genre effect in the relationship between syntactic complexity and L2 writing quality holistic rating.
基金The authors received the research fun T2022-CN-006 for this study.
文摘It can be said that the automatic classification of musical genres plays a very important role in the current digital technology world in which the creation,distribution,and enjoyment of musical works have undergone huge changes.As the number ofmusic products increases daily and themusic genres are extremely rich,storing,classifying,and searching these works manually becomes difficult,if not impossible.Automatic classification ofmusical genres will contribute to making this possible.The research presented in this paper proposes an appropriate deep learning model along with an effective data augmentation method to achieve high classification accuracy for music genre classification using Small Free Music Archive(FMA)data set.For Small FMA,it is more efficient to augment the data by generating an echo rather than pitch shifting.The research results show that the DenseNet121 model and data augmentation methods,such as noise addition and echo generation,have a classification accuracy of 98.97%for the Small FMA data set,while this data set lowered the sampling frequency to 16000 Hz.The classification accuracy of this study outperforms that of the majority of the previous results on the same Small FMA data set.
基金This study is supported by the Chinese Ministry of Education(MOE)Humanities and Social Science Research Funding(20YJA740050)the MOE Key Research Project of Humanities and Social Science(16JJD740006)conducted by the Center for Linguistics and Applied Linguistics(CLAL),Guangdong University of Foreign Studies(GDUFS).We would like to thank the reviewers for their comments and suggestions on earlier versions of this manuscript.
文摘The debate on the marketization of discourse in higher education has sparked and sustained interest among researchers in discourse and education studies across a diversity of contexts.While most research in this line has focused on marketized discourses such as advertisements,little attention has been paid to promotional discourse in public institutions such as the About us texts on Chinese university websites.The goal of the present study is twofold:first,to describe the generic features of the university About us texts in China;and second,to analyze how promotional discourse is interdiscursively incorporated in the discourse by referring to the broader sociopolitical context.Findings have indicated five main moves:giving an overview,stressing historical status,displaying strengths,pledging political and ideological allegiance,and communicating goals and visions.Move 3,displaying strengths,has the greatest amount of information and can be further divided into six sub-moves which presents information on campus facilities,faculty team,talent cultivation,disciplinary fields construction,academic research,and international exchange.The main linguistic and rhetorical strategies used in these moves are analyzed and discussed.
基金Supported by the Scientific Research Project(Humanities and Social Sciences)in 2012 Granted by the Education Department of Shaanxi Provincial Government(12JK0268)
文摘This study presents statistical results of a comparison between English abstracts in a leading intemational medical journal and those in a Chinese one. With a genre analysis and discussion of linguistic features of these abstracts, the paper points out the weak points in the abstracts by Chinese writers and provides some suggestions for writing abstracts of medical research articles
基金the research output of the National Social Sciences research project entitled“A Genre-based Study of the Dynamic Intertextual and Interdiscursive System in Chinese and Foreign Professional Discourse”(NO.17BYY033)。
文摘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 ChinaAfrica 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.
文摘The advent of the Intemet has witnessed a revolution in the business world. One typical example is the emergence of the B2B website. The present paper looks at the B2B website, a conventionalized digital text, in terms of its communicative purposes, move features as well as linguistic specialties, with the aim of presenting the generic structure of the B2B website and its principal linguistic features contributing to the realization of its communicative purposes. It is demonstrated that the B2B website is one instance of the promotional genres and it has a lot in common with advertisement English and ＂netsneak＂ in the aspect of lexico-grammatical features.
