On the afternoon of December 12, the lecture series kept going. Professor Feng Dezheng, PhD supervisor of English Department of Hong Kong Polytechnic University and young academician of Hong Kong Humanities College, was invited to give a lecture entitled A Multimodal Approach to Business Discourse Research and Writing and Publishing of Papers in International Journals at No.142 Literature Building. This lecture was presided over by Professor Guo Yueqin, Director of Foreign Language Teaching Department of Graduate Students. Those who participated in the lecture were Peng Cuiping, Associate Professor, Pan Lixia, Director of Second Department of College English and deputy director of English Department and teachers representatives and some undergraduates and postgraduates.
At the beginning of the lecture, Prof. Feng pointed out that It is an era of diversification when researches are cross-cultural, interdisciplinary and cross-theoretical. The method of discourse research is also a multimodal business discourse research, which should take multicultural targets and multimodal symbol resources into consideration, as well as fully using multimedia.” Afterwards, he put forward the idea that essay writing should learn from advertisements. Taking the advertisement of Colgate toothpaste as an example, he showed us how to conduct essay writing. First of all, we should find problems and create conflicts. Second, empirical research should be carried out to enhance persuasiveness. At last, the effectiveness of the research should be proved and emphasized by the results. In addition,we can also use the comments of authorities in the same field to support the research. Then Prof. Feng argued that the introduction determines the reader's first impression of the paper and therefore deserved well prepared. Taking the study of business discourse as an example, using the poster of the Chinese Dream, Prof. Feng introduced the writing method of the introduction in detail. At the end of the lecture, he summarized the overall idea of doing research, that was, to find problems from the society, construct the research framework, solve problems, and finally serve the society. Apart from that, he answered the audiences’ questions about interdisciplinary research and cultivated their interest in language research.
This lecture combined thesis writing with business discourse research, which was novel and interesting and deeply attracted the teachers and students present. Furthermore, students increased their understanding of the multimodal approach about business discourse research, and considerably benefited from the lecture .
Translators：Wang Xiao , Ren Mengyue
Proofreader: Fu Xiao
Tutor: Fu Xiao
