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垫语类，分析其如何整合社会实践，同时又为社会实践所生成与塑造。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。本次研究借鉴了斯瓦辛（Swasian）的话语语类概念与巴特（Bhat）的语类群概念。所谓语类群，是指根据各类语类所面向的交际范围，在不同话语域内部及跨话语域间构建起复杂关系网络的语类集合。若以宣传类话语视角对该语类进行分析，则可发现快餐托盘衬垫语类融合了诸多与其存在界面关联、且源自其他话语域的相关语类。研究结果似乎印证了如下假设：融入快餐托盘衬垫语类的各类语类，均有助于实现宣传性交际目标。