The promotional genre fast-food tray lining: A colony of genres

ABSTRACT This article intends to discuss the genre of discourse fast-food tray lining, seeking to analyze how it integrates social practices, while it is generated and configured by them. Its nature is applied research, whose objective is the practical application of science. This reflection considered the Swasian concept of discourse genres and the Bhatian concept of a colony of genres. The genre colony is a grouping of genres that establish a set of complex relationships within and through different discursive domains according to the communicative scope to which they propose. Analyzed under the bias of promotional discourse, the fast-food tray lining genre blends into itself other genres which maintain interface with this one and other discursive domains from which they originate. The results seem to confirm the hypothesis that each genre blended in the fast food tray lining contributes to the achievement of communicative purposes of a promotional nature.

摘要
本文旨在探讨快餐托盘衬纸这一话语体裁（discourse genre），分析其如何整合社会实践，同时又受社会实践的生成与形塑。本研究属于应用研究范畴，其目标在于实现科学的实践应用。本次分析采用了斯韦恩（Swain）的话语体裁概念与巴特（Bhat）的体裁群（genre colony）概念。所谓体裁群，是指根据其所指向的交际范围，在不同话语领域内部及跨话语领域间构建起复杂关系网络的体裁集合。本研究从宣传话语（promotional discourse）的分析视角出发，发现快餐托盘衬纸这一体裁融合了与其存在交互关联且源自其他话语领域的各类体裁。研究结果似乎验证了如下假设：融入快餐托盘衬纸的每一种体裁，均有助于实现其宣传性交际目标。