Abstract Nowadays, it is very difficult to find pure genres in the real world of discourse. Professional writers often appropriate and exploit generic resources to invade other genres in discourse construction in order to achieve social and private intentions. One of the most dominant genres that have invaded other genres is the promotional genre. However, little research has investigated this genre from an intertextual and interdiscursive perspective. This study critically analyzed 80 advertorials from different magazines by examining the use of intertextuality and interdiscursivity references. The results indicate that direct reporting strategies of intertextuality are heavily employed in advertorials. The study also shows that the utilization of intertextual references exhibits some specific interconnection between a particular text and a genre. Meanwhile, through interdiscursive analysis, it demonstrates the ways in which generic resources of one particular genre are skillfully appropriated to create another promotional genre by the specific discourse community. Findings as such have both pedagogical implications and practical insights for ESP practitioners, learners as well as professional writers in various contexts.

中文翻译：

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基于体裁的对软文话语中互文性和互文性的探索

摘要 如今，在现实的话语世界中很难找到纯粹的体裁。专业作家往往在话语建构中挪用和利用通用资源侵入其他体裁，以达到社会和私人意图。侵入其他类型的最主要的类型之一是宣传类型。然而，很少有研究从互文和跨话语的角度研究这一类型。本研究通过检查互文性和跨话语性引用的使用，批判性地分析了来自不同杂志的 80 篇广告。结果表明，互文性的直接报告策略在广告中被大量使用。该研究还表明，互文引用的使用表现出特定文本和流派之间的某些特定互连。同时，通过语篇间的分析，展示了特定语篇社区如何巧妙地挪用某一特定体裁的通用资源来创造另一种宣传体裁的方式。这样的研究结果对 ESP 实践者、学习者和专业作家在各种情况下都具有教学意义和实践见解。