朱媚君

(湛江師范學(xué)院外國(guó)語(yǔ)學(xué)院,廣東湛江 524048)

英文書(shū)籍封底簡(jiǎn)介的體裁分析

朱媚君

(湛江師范學(xué)院外國(guó)語(yǔ)學(xué)院,廣東湛江 524048)

在競(jìng)爭(zhēng)日益激烈的出版業(yè)當(dāng)中,書(shū)籍的封底簡(jiǎn)介不再局限于對(duì)書(shū)籍主要內(nèi)容的簡(jiǎn)要描述,更多的是通過(guò)利用各種文本資源來(lái)達(dá)到說(shuō)服讀者進(jìn)行購(gòu)買(mǎi)的促銷作用。文章搜集了 30篇英文書(shū)籍的封底簡(jiǎn)介進(jìn)行體裁分析,總結(jié)了它們?cè)诮Y(jié)構(gòu)、語(yǔ)步功能和語(yǔ)言上的特征,探討了封底簡(jiǎn)介如何在有限的篇幅內(nèi)有效地實(shí)現(xiàn)其交際目的。

封底簡(jiǎn)介;體裁分析;語(yǔ)步;促銷類體裁

書(shū)籍封底簡(jiǎn)介 (book blurb)和廣告語(yǔ)篇共同從屬于促銷類體裁,兩者都帶有介紹和宣傳產(chǎn)品的目的。Bhatia和 Swales分別指出,交際目的是衡量話語(yǔ)篇章體裁的唯一標(biāo)準(zhǔn)[1-2]。由于商業(yè)競(jìng)爭(zhēng)日趨激烈,生產(chǎn)商都利用廣告來(lái)推銷產(chǎn)品,出版業(yè)也同樣如此,是否能爭(zhēng)取更多的讀者、挖掘讀者的潛在需求和激發(fā)讀者的購(gòu)買(mǎi)興趣,一篇優(yōu)秀的封底簡(jiǎn)介起到了至關(guān)重要的作用。封底簡(jiǎn)介除了具備描述書(shū)籍主要內(nèi)容的功能以外,它最重要的功能在于它的促銷作用。因此,文章選取了 30篇各種不同英文書(shū)籍的封底簡(jiǎn)介作為語(yǔ)料,并對(duì)其體裁結(jié)構(gòu)、語(yǔ)步功能和語(yǔ)言特征進(jìn)行了分析,旨在探討這種特殊語(yǔ)篇如何運(yùn)用語(yǔ)言符號(hào)手段來(lái)實(shí)現(xiàn)其交際目的。

1 封底簡(jiǎn)介的定義

“Blurb”一詞在牛津高階英漢雙解詞典里解為出版者對(duì)書(shū)的內(nèi)容簡(jiǎn)介[3],Burchfield的詞源學(xué)詞典和朗文大眾傳媒傳播詞典共同把它稱為以評(píng)論廣告的形式出現(xiàn),通常出現(xiàn)印在新書(shū)的護(hù)封或封底上,對(duì)書(shū)的內(nèi)容和特點(diǎn)的簡(jiǎn)介段落[4-5]。因此,“blurb”除了對(duì)書(shū)籍內(nèi)容的描述,還采取一些從知名報(bào)紙?jiān)u論、學(xué)報(bào)和雜志截取部分贊揚(yáng)書(shū)籍和作者的評(píng)論來(lái)進(jìn)行評(píng)價(jià)和推薦?？梢哉f(shuō),blurb是出版者瞄準(zhǔn)潛在顧客的市場(chǎng)策略,推銷宣傳才是它最重要的目的。

2 封底簡(jiǎn)介的體裁結(jié)構(gòu)分析

體裁 (genre)被認(rèn)為是話語(yǔ)團(tuán)體成員實(shí)現(xiàn)其交際目的社會(huì)語(yǔ)言活動(dòng)。交際目的是衡量話語(yǔ)篇章體裁的唯一標(biāo)準(zhǔn),并影響限制了話語(yǔ)內(nèi)容和文體的選擇。封底簡(jiǎn)介雖然為人們熟識(shí),但并未引起語(yǔ)言學(xué)者們對(duì)它的關(guān)注。Bhatia在探討促銷目的如何影響學(xué)術(shù)介紹類體裁的體裁慣例時(shí),間接地指出封底簡(jiǎn)介的促銷性質(zhì),“體裁在傳統(tǒng)上是不具備促銷意圖的,當(dāng)中包括書(shū)籍介紹類,但現(xiàn)在已經(jīng)很難從出版者的封面簡(jiǎn)介中分辨出來(lái)”[6]。下面兩個(gè)圖表可以清晰地表明封底簡(jiǎn)介與學(xué)術(shù)介紹類和促銷類體裁之間的關(guān)系。體裁結(jié)構(gòu)的基本分析單元是語(yǔ)步 (move),語(yǔ)步是跟作者的交際目的緊密聯(lián)系在一起的,如果一個(gè)句子或者一組句子又或者一些詞組表達(dá)了同一個(gè)交際信息,就可以被確定為一個(gè)語(yǔ)步。Bhatia把封底簡(jiǎn)介的體裁結(jié)構(gòu)分為六個(gè)語(yǔ)步:

圖 1 封底簡(jiǎn)介與學(xué)術(shù)介紹類體裁關(guān)系圖[7](P67)

圖 2 封底簡(jiǎn)介與促銷類體裁關(guān)系圖[7](P59)

Move 1 Headline標(biāo)題:Reader attraction吸引讀者

Move 2 Justifying the book證明書(shū)籍的合理性

Step2a Establishing field確立學(xué)術(shù)領(lǐng)域

Step2b Establishing a niche確立學(xué)術(shù)缺口

Move 3 Appraising the book評(píng)價(jià)書(shū)籍

Step3a Presenting a preview呈現(xiàn)預(yù)覽

Step3b Describing the book描述書(shū)籍內(nèi)容

Step3c Indicating value of the book評(píng)價(jià)書(shū)籍價(jià)值

Move 4 Establishing credentials確立資質(zhì)證明

Move 5 Endorsement名人的推薦

Move 6 Targeting the market瞄準(zhǔn)市場(chǎng) (購(gòu)買(mǎi)者)

以下 (圖 3)是一本小說(shuō)封底簡(jiǎn)介的體裁分析示例:

RobertLouisStevensonTreasureIslandM1標(biāo)題“Fifteenmenonadeadman’schest-Yo -ho-ho,and a bottle of rum!”M3評(píng)價(jià)書(shū)籍呈現(xiàn)預(yù)覽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評(píng)價(jià)書(shū)籍的價(jià)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名人的推薦Original and thoroughly engaging,Treasure Islandcontinues to appeal to young and old alike.M6瞄準(zhǔn)市場(chǎng)(購(gòu)買(mǎi)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名人的推薦

3 封底簡(jiǎn)介的語(yǔ)步功能和語(yǔ)言特稱

3.1 Headline在封底簡(jiǎn)介中的功能是吸引讀者的注意力,突出賣(mài)點(diǎn)。標(biāo)題一般以書(shū)名或者作者名字加上書(shū)名的形式出現(xiàn),字體比簡(jiǎn)介正文字體稍大并以黑體字或者大寫(xiě)字母出現(xiàn),顯得鮮明注目。例如:

1)RobertLouis Stevenson(作者名字)

Treasure Island(書(shū)名)

2)IDON’TBEL IEVE IN ATHEISTS(書(shū)名)

3)Focus on the Language Learner(書(shū)名)

3.2 Justifying the book旨在為書(shū)籍提供背景資料,證明書(shū)籍出現(xiàn)的合理性。通常指出目前存在的普遍問(wèn)題、點(diǎn)名讀者的需求、或者現(xiàn)有學(xué)術(shù)上研究的缺陷,指明本書(shū)在學(xué)術(shù)市場(chǎng)上所占領(lǐng)的地位,為后面介紹本書(shū)如何分析解決問(wèn)題進(jìn)行鋪墊。此語(yǔ)步可通過(guò) establishing field/a niche來(lái)實(shí)現(xiàn),其步驟又有不同的表達(dá)方式:

3.2.1 通過(guò)提供研究背景來(lái)確定學(xué)術(shù)領(lǐng)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 通過(guò)一連串使讀者感興趣的問(wèn)題來(lái)指明讀者的需求來(lái)暗示學(xué)術(shù)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 通過(guò)指出本書(shū)能解決現(xiàn)有研究的缺陷來(lái)確立其在學(xué)術(shù)和市場(chǎng)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是用來(lái)評(píng)論書(shū)籍的價(jià)值,它為封面簡(jiǎn)介的核心語(yǔ)步,此語(yǔ)步可通過(guò)三個(gè)步驟來(lái)呈現(xiàn)給讀者。

3.3.1 Presenting a preview指通過(guò)節(jié)選書(shū)籍原文的一段話或者句子來(lái)讓讀者預(yù)覽以求吸引讀者的注意力。(“Fifteen men on a dead man’s chest—Yo-ho-ho,and a bottle of rum!”)

3.3.2 Describing the book是用來(lái)介紹書(shū)籍的內(nèi)容和特點(diǎn)。一般分為兩種形式,一種是用簡(jiǎn)短的和間接的語(yǔ)言來(lái)描述,第二種是把書(shū)籍內(nèi)容分為要點(diǎn)來(lái)羅列,使讀者一目了然。

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指評(píng)價(jià)書(shū)籍存在的價(jià)值,可以幫助讀者了解的信息。(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,此語(yǔ)步有時(shí)會(huì)跟 Describing the book融合在一起而難以細(xì)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.)

以下是此語(yǔ)步在語(yǔ)言層面上的特征:

1)“You”—用來(lái)指代讀者,拉近與讀者之間的距離。(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.)

—用來(lái)評(píng)價(jià)書(shū)籍。

2)形容詞、名詞詞組和最高級(jí)來(lái)高度評(píng)價(jià)書(shū)籍的價(jià)值。(thoughtful,critical,complex,fully, excellent)(for sheer story telling delight and pure adventure)(the most memorable villain in literature)

3)簡(jiǎn)單動(dòng)詞來(lái)來(lái)確立讀者的需要和概括書(shū)籍的主要內(nèi)容,如 consider,explain,serve,help, offer,explore等。

3.4 Establishing credentials通過(guò)介紹作者或者書(shū)籍的權(quán)威社會(huì)地位或者貢獻(xiàn)來(lái)樹(shù)立誠(chéng)信的形象來(lái)促使讀者作出購(gòu)買(mǎi)的行動(dòng)。如:

1)介紹作者的社會(huì)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)告知讀者書(shū)籍對(duì)社會(huì)的貢獻(xiàn)—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)通過(guò)附上為人熟知的出版社標(biāo)志,一般權(quán)威出版社會(huì)采取此策略—Routledge,Health Communications,Penguin Books等。

3.5 Endorsement指用一些知名出版社、報(bào)紙、雜志或者權(quán)威人士的評(píng)論來(lái)推薦書(shū)籍,進(jìn)一步說(shuō)服讀者接受并購(gòu)買(mǎi)該書(shū),通常其語(yǔ)言特征運(yùn)用了大量贊賞的形容詞或者副詞。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明確指出書(shū)籍適合什么類型的讀者,確定讀者的范圍來(lái)拉近與讀者的距離,一般出現(xiàn)在整個(gè)封底簡(jiǎn)介正文的最后一句話或者段落。

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 封底簡(jiǎn)介的總體裁特征

從分析得出,封底簡(jiǎn)介的六個(gè)語(yǔ)步并不是都會(huì)出現(xiàn)在一篇封底簡(jiǎn)介上,而作者會(huì)根據(jù)各自的需要采取不同的語(yǔ)步來(lái)達(dá)到一定的目的,而書(shū)籍類型的不同也會(huì)影響語(yǔ)步的采用。以下是各個(gè)語(yǔ)步出現(xiàn)的頻率的統(tǒng)計(jì):

語(yǔ)步 1 2 3 4 5 6頻率 37.5% 25% 87.5% 87.5% 75% 37.5%

由此可見(jiàn),封底簡(jiǎn)介體裁的核心語(yǔ)步為 Appraising the book、Establishing credentials和 Endorsement,而且這三個(gè)語(yǔ)步占用的篇幅也比較多。

下面是每篇封底簡(jiǎn)介的語(yǔ)步數(shù)目,沒(méi)有發(fā)現(xiàn)一篇封底簡(jiǎn)介只出現(xiàn)一個(gè)語(yǔ)步或者出現(xiàn)完整的六個(gè)語(yǔ)步:

語(yǔ)步數(shù)一語(yǔ)步 二語(yǔ)步 三語(yǔ)步 四語(yǔ)步 五語(yǔ)步 六語(yǔ)步頻率 0 25% 40% 25% 12.5% 0

因此三語(yǔ)步的結(jié)構(gòu)在封底簡(jiǎn)介當(dāng)中是比較常見(jiàn)的,狹窄的版面決定了封底簡(jiǎn)介難以裝載所有的語(yǔ)步,作者必須在有限的空間內(nèi)發(fā)揮最大的文字作用。

本文通過(guò)對(duì)封底簡(jiǎn)介的體裁結(jié)構(gòu)、語(yǔ)步功能和語(yǔ)言特征進(jìn)行了分析,進(jìn)一步證明了封底簡(jiǎn)介的體裁特征是由唯一的交際目的來(lái)決定的,也即是通過(guò)對(duì)書(shū)籍內(nèi)容的描述和對(duì)書(shū)籍品質(zhì)的肯定贊揚(yáng)來(lái)達(dá)到一種推銷的作用進(jìn)而吸引讀者進(jìn)行購(gòu)買(mǎi)。因此,封底簡(jiǎn)介大幅度地利用了促銷類體裁富有的語(yǔ)言特征來(lái)實(shí)現(xiàn)其交際目的,充分展現(xiàn)了學(xué)術(shù)文本中的廣告宣傳功能。文章旨在喚醒人們對(duì)封底簡(jiǎn)介進(jìn)行閱讀和寫(xiě)作時(shí)的廣告意識(shí),并對(duì)研究廣告語(yǔ)篇、寫(xiě)作教學(xué)或者書(shū)籍宣傳銷售工作者有著重要的啟示。

[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.牛津高階英漢雙解詞典 (第四版)[K].商務(wù)印書(shū)館,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.

責(zé)任編輯 張吉兵

H319.4

A

1003-8078(2010)04-105-04

2010-04-01

朱媚君 (1980-),女,廣東湛江人,湛江師范學(xué)院外國(guó)語(yǔ)學(xué)院英語(yǔ)系助教。