A Corpus-based Study On The Stylistic Features Of Well-Known Banks’Corporate Profile

With the development of economic globalization, to implement a positive international strategy is gradually becoming a consensus among ambitious enterprises all around the world. In the process of their internationalization, the globally orientated self-promotion is particularly important. As one of the chief media for such promotion, corporate profiles which can be seen from all kinds of company webs play an critical role as display platforms. Thus, it is believed that close studies on some representative profiles from well-known corporations are beneficial to people for better comprehension and composition of promotional materials in such type. Considering the fact that bank industry has always been a leading role in economic globalization, the strategies and experiences of some international bank giants in their promotions must be of remarkable enlightening significance for most developing companies.Based on the theory of modern stylistics and the authentic data gathered by corpus approaches, the present study made an overall quantitative and qualitative study on a large-scale self-compiled corpus from some well-known international banks. Using general English as the reference, comparative analysis was carried out respectively from the levels of graphology, lexis, and grammar to explore the general stylistic features of the specific register of banks’ profiles.As indicted in the major findings of the study, the register of banks’profile reveals combined stylistic features of promotional and professional texts, which are distinctive from general English. These features roughly lie in the following aspects:1.Banks’profiles are usually arranged in very clear structure and are always presented in the form of hierarchy columns;2.Pictures, tables and figures are frequently applied in the profiles to assist or strengthen the literal description;3.Punctuation marks are comparatively less used in profile texts than in general English, and the concrete application of each items in BCP reveals obvious features;4.Vocabulary richness of BCP is not so high as that of general English, and the frequently used items are rather centralized which include abbreviations, specific terms, positive evaluative adjectives and adverbs;5.The phenomenon of nominalization in banks’profile is quite obvious;6.Personal pronouns and possessive forms are rarely used in banks’profile, while the distribution of the types of these items is extremely centralized;7.comparatives and superlatives with positive meanings are adopted frequently;8.long sentences and passive voice are "frequently used. All of these features contribute to the achievement of the promotional purpose of bank profiles.The results obtained in this study bring light to the overall exposure of the stylistic features of banks’corporate profiles and could benefit people in their further understanding, study and composition of such texts.