环境责任报告中的 3I 绿色品牌营销—— 基于体裁的分析

 hand,  corporate environment  reports  share  many  features  with  other types of company-controlled communications, such as mission statements and annual reports. Companies use reporting genre to stress organizational values, such as their commitments to investors, clients and the community at large (Bart, 1997; Bartkus, Glassman & Mafee，2000; Morphew & Hartley，2006; Rarick & Vitton，1995; Stallworth Williams，2008; Van Riel，1995).  Corporate  Environmental  Reports also  serve  to  address  public  skepticism  of  a company’s green image, such as charges of corporate green washing (Balmer & Gary，1999; Gary  &  Balmer，  1998;  Vanhamme  &  Grobben，  2009).  

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CHAPTER TWO   LITERATURE REVIEW

2.1 Previous Studies on Genre Analysis

In  light  of  the  development  of  genre  and  genre  analysis,  different  scholars  offer  various definitions  of  genre. Generally  speaking,  it  is  the  use  of  language  in  conventionalized communicative settings or “discourse community”, to address it more directly (Bhatia, 1993). A genre comprises a class of communicative events, the members of which share some set of communicative purposes. These purposes are recognized by the expert members of the parent discourse community and thereby constitute the rationale for the genre. This rationale shapes the schematic structure of the discourse and constrains choice of content and style (Swales, 1990).  In  the  1990s,  the  concept  of  genre  has developed  into  a  serious  issue  in  applied linguistics  and  there  has  been  a  growing  interest  in  using  genre  as  a powerful  tool  for studying language use in context and cross-disciplinary areas (Paltridge, 1997). And usually the study of genre primarily focuses on three aspects: the textualization of lexico-grammar, the organization of discourse and the contextualization of discourse (Bhatia 1993 & Bhatia, 2004; Swales, 1990). Bhatia (1993) even proposed seven analyzing steps for studying a new genre:  placing  the  given  genre-text  in  a  situational  context,  surveying  exiting  literature, refining the situational/contextual analysis, selecting corpus, studying the institutional context, linguistic analysis, specific information in genre analysis. In this thesis, the author will follow these analyzing steps and may neglect some of it to adapt to the research. 

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2.2 Previous Studies on Transitivity Analysis

Transitivity  analysis  belongs  to  the  Systematic  Functional  Grammar  of  Halliday,  which expresses the ideational meaning of texts. In Systematic Functional Grammar, there are said to  be  three  metafunctions  of  language (Halliday, 1970):  textual  function,  which  provides links  between  language  and  the  features  of  the  situation  in  which  it  is used;  ideational function, which serves for the expression of “content” or the speaker’s experience of the real world, including  the  inner  world  of  his  own  consciousness  (in  thi