| The thesis aims at discovering mechanisms for genre colonization of some genres over commercial advertisements. Genre colonization, a new issue in genre studies responding to the dynamic and complex realities of discourse, refers to the process which involves invasion of the integrity of one genre by another genre or genre convention. In 1985, Hasan and Halliday proposed the theory of generic structure potential (GSP), in which the optional elements and obligatory elements of a text were included. The present research is about to investigate genre colonization based on an integrated analytical framework and the theory of GSP, and generic structure potential is to be studied both formally and semantically in order to analyze genre colonization. The formal generic structure potential of open genre provides room for creativity, and genre colonization is one of the creative devices frequently applied. However, discourse keeps its generic quality by following semantic generic structure potential.The thesis is to explain how genre colonization phenomenon brings advertising discourse out of expectation effect by changing its textual structure, while still keeping the discourse within the scope of advertising genre. In this thesis, a more comprehensive definition of genre is given and the mechanism of genre colonization is summarized. Meanwhile, this thesis serves as references to the design and innovation of the future advertisements. |
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