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1、Chapter8GenericpatternsinpromotionaldiscourseVijayK.BhatiaIfthereisonedominantcharacteristicofprofessionaland,tosomeextent,evenacademicgenresthathasinfluencedtheessentialnatureandfunctionofdiscourseingeneralinrecentyears,ithasbeentheinvasionofpromotionalvaluesinmostformsofdisco
2、urse.Promotionalgenres,inthisrespect,haveundoubtedlybecomethemostversatileandfastdevelopingareaofdiscourse.Thishasbeentheresultofseveralfactors,someofwhichincludetheavail-abilityofnewtechnologyinmasscommunicationandamassiveinformationexplosionasaresultofthis,thecompulsivenatur
3、eofadvertisingandpromo-tionalactivitiesinbusinessandotherareasofsocialconcern,theessentiallycompetitivenatureofmuchofprofessionalandacademicactivities.Themostsignificantchangeswerefoundintheeightiesintraditionalfinancialsectors,especiallyinbankingandinvestment,whichturnedadverti
4、singintoasubtleartformratherthantraditionalhardselling.Inthelastfewyears,theentirerangeofadvertisingactivitieshasundergoneradicalchangesandinturnhasinfluencedotherformsofdiscourse,whichonlyremotelyandperhapsocca-sionallydisplayedpromotionalelements.AsFeatherstone(1991)pointsout
5、,theworldoftodayisaconsumerculture,wheremanyofourdiscursiveac-tivities,whetherinbusinessorintheacademia,oreveninpersonalcontexts,havetosomeextentbeeninfluencedbypromotionalconcerns.Theinevitableresultofthisdevelopmentisthatmanyoftheinstitutionalizedgenres,whethertheyaresocial,p
6、rofessional,oracademic,areseenasincorporatingelementsofpromotion.Fairclough(1993:141),referringtosuchchangesindiscursivepractices,pointsout,[...]thereisanextensiverestructuringofboundariesbetweenordersofdis-courseandbetweendiscursivepractices;forexample,thegenreofconsumeradver
7、tisinghasbeencolonizingprofessionalandpublicserviceordersofdis-courseonamassivescale,generatingmanynewhybridpartlypromotionalgenres[...]VijayK.BhatiaAsaninstanceofsuchahybridgenre,Fairclough(1993)discussesthecaseofcontemporaryuniversityprospectuses,wherehehighlightsanincrea
8、singten-dencytowardsmarketizationofthediscursivepracticesofBr
