Abstract As a consequence of globalisation, small to medium-sized companies are increasingly seeking to promote their products further afield than their home markets. This entails cross-linguistic communication needs, and results in the emergence of text types not thus far addressed in the literature. One such case is that of the herbal tea promotional text (HTPT), in which a herbal tea is described and evaluated with persuasive purposes in mind. This article aims to assist Spanish professionals in writing such texts in English, and to this end will conduct a cross-linguistic multi-level analysis to identify the rhetorical macrostructure and informational-persuasive linguistic features of HTPTs, characterising the promotional strategies that serve to convince a customer to try the product. We carried out two English-Spanish contrastive analyses using ACTEaS_Promo, a purpose-built comparable corpus. Adopting a move-analysis method, the rhetorical analysis reveals a six-move macrostructure, with further steps within. Focusing on the step ‘marketing statement’, we identify pervasive language resources with a primarily persuasive function. Our interpretation of such features reveals six underlying promotional strategies, some of which show statistically different behaviour across the two languages involved, English and Spanish. Whereas English HTPTs seem to favour emotion-laden strategies, Spanish tends to rely on reason-based strategies.

中文翻译：

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专业话语中促销策略的多层次对比分析

摘要 作为全球化的结果，中小型公司越来越多地寻求在比本国市场更远的地方推广他们的产品。这需要跨语言的交流需求，并导致出现迄今为止文献中未涉及的文本类型。一个这样的案例是凉茶促销文本（HTPT），其中描述和评估凉茶时考虑到了有说服力的目的。本文旨在协助西班牙专业人士用英语撰写此类文本，并为此进行跨语言的多层次分析，以确定 HTPT 的修辞宏观结构和信息说服语言特征，描述有助于说服的宣传策略一位顾客试用产品。我们使用 ACTEaS_Promo（一个专门构建的可比语料库）进行了两项英西对比分析。修辞分析采用动作分析法，揭示了六个动作的宏观结构，内部有进一步的步骤。专注于“营销声明”这一步，我们确定了具有主要说服功能的普遍语言资源。我们对这些特征的解释揭示了六种潜在的促销策略，其中一些在所涉及的两种语言（英语和西班牙语）中表现出统计上不同的行为。英语 HTPT 似乎更喜欢充满情感的策略，而西班牙语则倾向于依赖基于理性的策略。专注于“营销声明”这一步，我们确定了具有主要说服功能的普遍语言资源。我们对这些特征的解释揭示了六种潜在的促销策略，其中一些在所涉及的两种语言（英语和西班牙语）中表现出统计上不同的行为。英语 HTPT 似乎更喜欢充满情感的策略，而西班牙语则倾向于依赖基于理性的策略。专注于“营销声明”这一步，我们确定了具有主要说服功能的普遍语言资源。我们对这些特征的解释揭示了六种潜在的促销策略，其中一些在所涉及的两种语言（英语和西班牙语）中表现出统计上不同的行为。英语 HTPT 似乎更喜欢充满情感的策略，而西班牙语则倾向于依赖基于理性的策略。