英文书籍封底简介的体裁分析

朱媚君

(湛江师范学院外国语学院,广东湛江 524048)

英文书籍封底简介的体裁分析

朱媚君

(湛江师范学院外国语学院,广东湛江 524048)

在竞争日益激烈的出版业当中,书籍的封底简介不再局限于对书籍主要内容的简要描述,更多的是通过利用各种文本资源来达到说服读者进行购买的促销作用。文章搜集了 30篇英文书籍的封底简介进行体裁分析,总结了它们在结构、语步功能和语言上的特征,探讨了封底简介如何在有限的篇幅内有效地实现其交际目的。

封底简介;体裁分析;语步;促销类体裁

书籍封底简介 (book blurb)和广告语篇共同从属于促销类体裁,两者都带有介绍和宣传产品的目的。Bhatia和 Swales分别指出,交际目的是衡量话语篇章体裁的唯一标准[1-2]。由于商业竞争日趋激烈,生产商都利用广告来推销产品,出版业也同样如此,是否能争取更多的读者、挖掘读者的潜在需求和激发读者的购买兴趣,一篇优秀的封底简介起到了至关重要的作用。封底简介除了具备描述书籍主要内容的功能以外,它最重要的功能在于它的促销作用。因此,文章选取了 30篇各种不同英文书籍的封底简介作为语料,并对其体裁结构、语步功能和语言特征进行了分析,旨在探讨这种特殊语篇如何运用语言符号手段来实现其交际目的。

1 封底简介的定义

“Blurb”一词在牛津高阶英汉双解词典里解为出版者对书的内容简介[3],Burchfield的词源学词典和朗文大众传媒传播词典共同把它称为以评论广告的形式出现,通常出现印在新书的护封或封底上,对书的内容和特点的简介段落[4-5]。因此,“blurb”除了对书籍内容的描述,还采取一些从知名报纸评论、学报和杂志截取部分赞扬书籍和作者的评论来进行评价和推荐。可以说,blurb是出版者瞄准潜在顾客的市场策略,推销宣传才是它最重要的目的。

2 封底简介的体裁结构分析

体裁 (genre)被认为是话语团体成员实现其交际目的社会语言活动。交际目的是衡量话语篇章体裁的唯一标准,并影响限制了话语内容和文体的选择。封底简介虽然为人们熟识,但并未引起语言学者们对它的关注。Bhatia在探讨促销目的如何影响学术介绍类体裁的体裁惯例时,间接地指出封底简介的促销性质,“体裁在传统上是不具备促销意图的,当中包括书籍介绍类,但现在已经很难从出版者的封面简介中分辨出来”[6]。下面两个图表可以清晰地表明封底简介与学术介绍类和促销类体裁之间的关系。体裁结构的基本分析单元是语步 (move),语步是跟作者的交际目的紧密联系在一起的,如果一个句子或者一组句子又或者一些词组表达了同一个交际信息,就可以被确定为一个语步。Bhatia把封底简介的体裁结构分为六个语步:

图 1 封底简介与学术介绍类体裁关系图[7](P67)

图 2 封底简介与促销类体裁关系图[7](P59)

Move 1 Headline标题:Reader attraction吸引读者

Move 2 Justifying the book证明书籍的合理性

Step2a Establishing field确立学术领域

Step2b Establishing a niche确立学术缺口

Move 3 Appraising the book评价书籍

Step3a Presenting a preview呈现预览

Step3b Describing the book描述书籍内容

Step3c Indicating value of the book评价书籍价值

Move 4 Establishing credentials确立资质证明

Move 5 Endorsement名人的推荐

Move 6 Targeting the market瞄准市场 (购买者)

以下 (图 3)是一本小说封底简介的体裁分析示例:

RobertLouisStevensonTreasureIslandM1标题“Fifteenmenonadeadman’schest-Yo -ho-ho,and a bottle of rum!”M3评价书籍呈现预览For sheer storytelling delight and pure adventure,Treasure Islandhas never been surpassed.From young Jim Hawkins’s first encounterwith the sinister Blind Pew to the climatic battle with the mostmemorable villain in literature.Long John Silver,this novel has fired readers’imaginations for generations.M3评价书籍的价值More than a rousing tale of treachery, greed,and daring,Treasure Islandis,in the words of G.K.Chesterton,“the realization of an ideal,thatwhich is promised in its provocative and beckoning map;a vision not only of white skeletons but also green pa lm trees and sapphire seas.”M5名人的推荐Original and thoroughly engaging,Treasure Islandcontinues to appeal to young and old alike.M6瞄准市场(购买者) A new introduction by R.H.W.Dillard offers amodern perspective on the timeless themes of this classic story,illuminating its relevance to today’s readers.M5名人的推荐

3 封底简介的语步功能和语言特称

3.1 Headline在封底简介中的功能是吸引读者的注意力,突出卖点。标题一般以书名或者作者名字加上书名的形式出现,字体比简介正文字体稍大并以黑体字或者大写字母出现,显得鲜明注目。例如:

1)RobertLouis Stevenson(作者名字)

Treasure Island(书名)

2)IDON’TBEL IEVE IN ATHEISTS(书名)

3)Focus on the Language Learner(书名)

3.2 Justifying the book旨在为书籍提供背景资料,证明书籍出现的合理性。通常指出目前存在的普遍问题、点名读者的需求、或者现有学术上研究的缺陷,指明本书在学术市场上所占领的地位,为后面介绍本书如何分析解决问题进行铺垫。此语步可通过 establishing field/a niche来实现,其步骤又有不同的表达方式:

3.2.1 通过提供研究背景来确定学术领域。(Learning the breathing is among the most basic of human activities.It is the process through which we become the human being we are,and by which we comprehend the world and construct our experiences.Research into human being-as opposed to education– has gathered pace over the past century,although much of it is of a more practical than fundamental nature.)

3.2.2 通过一连串使读者感兴趣的问题来指明读者的需求来暗示学术上的缺口。(Do you want to be extravagantly blessed by God?Are you ready to reach for the extraordinary?To ask God for the abundant blessings He longs to give you?)

3.2.3 通过指出本书能解决现有研究的缺陷来确立其在学术和市场上的地位。(In recent years the idea of lifelong learning and the learning society has become central to both society and to everyone involved in education throughout the world but,as yet,no truly exhaustive study has been made of these phenomena.This ground-breaking distillation of Peter Jarvis’thoughts on lifelong learning will comprehensively correct that omission.)

3.3 Appraising the book是用来评论书籍的价值,它为封面简介的核心语步,此语步可通过三个步骤来呈现给读者。

3.3.1 Presenting a preview指通过节选书籍原文的一段话或者句子来让读者预览以求吸引读者的注意力。(“Fifteen men on a dead man’s chest—Yo-ho-ho,and a bottle of rum!”)

3.3.2 Describing the book是用来介绍书籍的内容和特点。一般分为两种形式,一种是用简短的和间接的语言来描述,第二种是把书籍内容分为要点来罗列,使读者一目了然。

a.The book addresses this theme form the perspectives of four rather differentworlds:the world of reality,the world of private intentions,the world of analysis and the world of applications.Using examples for m a range of situations including advertising, business,academia,economics,law,media and fundraising,the author proposes a multiperspective three-space model of discourse analysis to move genre theory away for m educational contexts and into the realworld.

b.Applying his expert analytical approach to thiswide-ranging topic ProfessorJarvis looks in detail at:

＊LEARN ING IN THE SOC IAL CONTEXT

＊THE TRANSFOMAT ION OF EXPER IENCE

＊THE OUTCOMES OF LEARN ING

＊LEARN INGAND ACT ION

＊COGNAT IVE THEROR IES

＊EMOT IONS AND LEARN ING

＊EXPER IENT IAL LEARN ING.

3.3.3 Indicating value of the book指评价书籍存在的价值,可以帮助读者了解的信息。(Hawaii beckons to people theworld over,yet her cal to each of us is unique.For some,it is in exploring the mystical beauty of the NA Pali Coast;for others, surfing the waves of Banzai Pipeline or soaking up the sun on Waikiki Beach.While Hawaii’s natural beauty is breathtaking,her true splendor is in her people.After reading this book,you’ll understand why.)

但是,此语步有时会跟 Describing the book融合在一起而难以细分。(The book clearly explains relevant concepts form semiotics,poetics,and linguistics,and can serve as an introduction to all of these disciplines.Practical exercises to stimulate further discussion are included at the end of each chapter.)

以下是此语步在语言层面上的特征:

1)“You”—用来指代读者,拉近与读者之间的距离。(You’ll see how one daily prayer can help you leave the past behind—and break through to the life you were meant to live.)

—用来评价书籍。

2)形容词、名词词组和最高级来高度评价书籍的价值。(thoughtful,critical,complex,fully, excellent)(for sheer story telling delight and pure adventure)(the most memorable villain in literature)

3)简单动词来来确立读者的需要和概括书籍的主要内容,如 consider,explain,serve,help, offer,explore等。

3.4 Establishing credentials通过介绍作者或者书籍的权威社会地位或者贡献来树立诚信的形象来促使读者作出购买的行动。如:

1)介绍作者的社会地位—Guy Cook is professor of applied linguistics at the University of Reading.He has published widely on discourse analysis and the teaching of language and literature.His previous books include Discourse(1989),Discourse and Literature(1994),and the winner of the Modern Languages Association Kenneth Mildenberger Prize language Play,Language Learning(2000).

2)告知读者书籍对社会的贡献—Thank You for Helping the Enrich the Lives ofOthers,a portion of the proceeds form the sale of every tile in the Chicken Soup for the Soul series is donated to charity.

3)通过附上为人熟知的出版社标志,一般权威出版社会采取此策略—Routledge,Health Communications,Penguin Books等。

3.5 Endorsement指用一些知名出版社、报纸、杂志或者权威人士的评论来推荐书籍,进一步说服读者接受并购买该书,通常其语言特征运用了大量赞赏的形容词或者副词。如:

“Powerful…full ofmagic…you won’t be doing anything of importance until you have finished this novel.”—LOS ANGLES T IMES

“A thoughtful and critical survey.”Jose-Luis Marthinez-Duenas,Language and Literature

3.6 Targeting the market明确指出书籍适合什么类型的读者,确定读者的范围来拉近与读者的距离,一般出现在整个封底简介正文的最后一句话或者段落。

This is a comprehensive and invaluable reference guide to all aspects of the language of advertising.

Of interest to all teachers,facilitators,human resource developers,trainers,welfare workers and studentsof education,this t imely bookwill prove essential reading.

4 封底简介的总体裁特征

从分析得出,封底简介的六个语步并不是都会出现在一篇封底简介上,而作者会根据各自的需要采取不同的语步来达到一定的目的,而书籍类型的不同也会影响语步的采用。以下是各个语步出现的频率的统计:

语步 1 2 3 4 5 6频率 37.5% 25% 87.5% 87.5% 75% 37.5%

由此可见,封底简介体裁的核心语步为 Appraising the book、Establishing credentials和 Endorsement,而且这三个语步占用的篇幅也比较多。

下面是每篇封底简介的语步数目,没有发现一篇封底简介只出现一个语步或者出现完整的六个语步:

语步数一语步 二语步 三语步 四语步 五语步 六语步频率 0 25% 40% 25% 12.5% 0

因此三语步的结构在封底简介当中是比较常见的,狭窄的版面决定了封底简介难以装载所有的语步,作者必须在有限的空间内发挥最大的文字作用。

本文通过对封底简介的体裁结构、语步功能和语言特征进行了分析,进一步证明了封底简介的体裁特征是由唯一的交际目的来决定的,也即是通过对书籍内容的描述和对书籍品质的肯定赞扬来达到一种推销的作用进而吸引读者进行购买。因此,封底简介大幅度地利用了促销类体裁富有的语言特征来实现其交际目的,充分展现了学术文本中的广告宣传功能。文章旨在唤醒人们对封底简介进行阅读和写作时的广告意识,并对研究广告语篇、写作教学或者书籍宣传销售工作者有着重要的启示。

[1]Bhatia,V.K.Analysing Genre:Language Use in Professional Settings[M].London:Longman,1993.

[2]Swales,J.M..Genre Analysis.English in Academic and Research Settings[M].Cambridge:Cambridge University Press.1990.

[3]霍恩比.牛津高阶英汉双解词典 (第四版)[K].商务印书馆,1997.

[4]Burchfield,R.W.,Onions,C.T.&Friedrichsen,G.W.S.The Oxford Dictionary of English Etymology[K].Oxford:Oxford University Press.1972.

[5]Connors,Tracy Daniel.Longman Dictionary of Mass Media and Communication[K].New York:Longman, 1983.

[6]Bhatia,V.K.Genre-mixing in academic introductions.English for Specific Purposes[J].1997,(3).

[7]Bhatia,V.K.Worlds of written discourse.London [M].New York:Continuum,2004.

责任编辑 张吉兵

H319.4

A

1003-8078(2010)04-105-04

2010-04-01

朱媚君 (1980-),女,广东湛江人,湛江师范学院外国语学院英语系助教。