论文题目: 跨界·融合——英语公关稿的体裁属性和功能演绎
主题词: 英语公关稿;属性;功能;写作
Keywords: press release in English; attribution; function; writing
论文作者: 庄洁
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类别: 语言学
摘要: 英语公关稿是为了便利媒体以新闻的样式为客户撰写的广告,这种跨界属性决定了它既要客观提供事实和信息,又要隐性地完成宣传和说服。为了融合新闻和广告这两种功能,英语公关稿的写作既须依循英语硬新闻的写作要求,又须有意识地应用态度转变研究成果。任何一方面的偏颇都可能造成可信度缺失或可读性下降。平衡是成功演绎这两种功能的关键
Press releases in English, for the media's convenience, are advertisements for clients in the form of news. Such crossover features determine that press releases should not only include the facts and information objectively, but also complete the work of propaganda and persuasion implicitly. In order to integrate the functions of both news and advertising, writing English PR should follow the rules of writing hard news, as well as consciously apply the results of attitude change research. Any bias or imbalance could lead to the lack of credibility or the decrease in readability. Balance is the key to the successful illustration of these two functions.