A Critical Discourse Analysis Of Cultural Packaging In Corporate Profiles

As an effective way of increasing value,packaging has attracted lots of scholars to do analysis,with most attention paid to products' packaging.It is known that corporate packaging is reflected not only by products but also by the corporate image,such as corporate profiles.However,there is lack of studies on cultural packaging in corporate profiles at present.Moreover,the previous studies on corporate profiles have mainly focused on the language properties,without considering the social background.By virtue of these,this thesis aims to explore the process of cultural packaging in corporate profiles from the perspective of Critical Discourse Analysis,by incorporating Fairclough's Three-Dimensional Model and Halliday's Systemic Functional Grammar(SFG)as the general theoretical framework.Besides,it collects the domestic corporate profiles from their official websites,which include enterprise types as many as possible in order to guarantee the objectivity of analysis.In general,it answers the research questions from three aspects.First,based on Halliday's SFG,it elaborates the linguistic features of corporate profiles under cultural packaging,which are realized through transitivity,mood and theme.Second,on the basis of intertextuality,it illustrates the discourse strategies used for cultural packaging,such as reference,expository discourse and etc.Through the usage of them,corporate profiles are decorated with different cultures to form positive corporate images.Finally,based on the Fairclough's model,it investigates the sociocultural factors influencing cultural packaging.According to the analysis,they can be concluded as political factors,economic factors and cultural factors.Besides,each of them plays different roles in influencing the process of cultural packaging.Through the critical discourse analysis of cultural packaging in corporate profiles,on the one hand,this study broadens the research scope of corporate profiles in some extent and provides a new research perspective for corporate profiles.On the one hand,this study deepens the understanding of readers on cultural packaging.More importantly,it provides the method of improving corporate images,thus improvingthe reputation of enterprises.