互联网时代背景下，人们对微信这一即时通讯工具依赖程度越来越大，微信软文广告的产品推介作用由此突显。微信软文在保持文章可读性基础上加了产品广告推介，文中往往包含多种语体和修辞以确保文章的可读性。本文从“中国日报双语新闻”“青年文摘”“中国经营报”等关注度较高的公众号中选取了阅读量过万的微信软文广告十篇作为样本，从微观修辞和宏观语篇两个层面对其中的互文现象进行分析，发现互文手法具有话题推进、消除读者心里戒备和意识形态传递等功能。
In the context of the Internet era, people rely more and more on WeChat as an instant messaging tool, and the product promotion effect of WeChat adverts is highlighted. WeChat Soft Articles add product advertisements on the basis of maintaining the readability of the articles. The articles often contain multiple styles and rhetoric devices to ensure the readability. Selecting ten WeChat soft advertisements that have been read over 10,000 times from the “Bilingual News of China Daily”, “Youth Digest”, “China Business News” and other public accounts with high attention, this study analyzes the intertextual phenomenon from the perspectives of micro rhetoric and macro discourse, and finds that the intertextual approach has the functions of topic promotion, dispelling readers’ guard and ideological transmission.
References
[1]
信莉丽. 微信公众号软文广告及其叙事特点[J]. 青年记者, 2017(18): 90-91.
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Kristeva, J. (1986) The Kristeva Reader. In: Moi, T., Ed., Blackwell, Oxford.
