摘要：
The genre of sales promotion communication can be perceived as social
processes; they are apt to be dynamic and evolving. The genre can
be realized through socially recognized forms of texts; these forms
arise from recurrent social situations and gradually become conventionalized
and typified responses to similar situations. Each form is realized
through a schematic structure, which refers to the organization
of semantic units in a text. This study aims at discussing the development
of a move scheme for analyzing the sales genre, based on the analysis
of a real-life corpus instead of the subjective evaluation of one
or a few discrete texts. To validate the move scheme put forward
by the author, five specialist informants who on average had been
working in the field of promotional writing and editing for ten
years were consulted for their expert opinions and comments. Through
analyzing the schematic structures, we can gain an understanding
of how users of a sales genre contribute to the shaping of our views
and knowledge of the world. The move scheme could form part of the
learning materials for any courses or textbooks on the writing of
sales promotion discourse.
