语篇构式视角下的成语广告探究

自2005年Ostman提出语篇构式以来,语篇构式理论并未得到国内外学者的关注.但是,语篇构式以语篇为语言研究单位为很多特殊的语篇提供了较强的解释力.文章借用语篇构式理论中语篇压制框架图,阐释成语广告所内嵌的隐性语篇与其语篇压制是促成消费者接受该类成语的主要原因;同时,进一步分析得到成语广告并不是被动地受到语篇压制,其在压制过程中也对语篇意义的表达起着一定的反作用,两者是相辅相成的关系,并试图对已有的语篇构式框架图做出细小修改.

An Analysis of Idiom in Advertisement from the Perspective of Discourse Construction

Researchers at home and abroad have not showed much attention to the theory of discourse construction since it was put forward by Ostman in 2005. However, discourse construction takes discourse as the research unit, which provides strong explanation for many special discourses. This paper adopted the coercive frame diagram and believed that the implicit discourse of idioms advertisement and its discourse coercion are the main reasons for people to construe the idioms. Meanwhile, the paper analyzed that discourse does not coerce the idioms, instead, the idiom advertisements have a reaction to the expression of discourse meaning.