关键词: 中美大学网页, 介绍文本, 对比分析

Abstract: With the globalization of higher education, having quality university websites is an important way to publicize international programs and attract overseas students. Considering the informative and appellative text functions of university website texts, the move analysis of Chinese and American website texts taken from a selfbuilt comparative corpus of Chinese and American university website texts is conducted. The findings show that Chinese and American university website texts have generally similar move structure; however, they show different focuses in some moves. American university website texts demonstrate more prominent appellative function than the informative function. Therefore, to achieve better expected communicative purposes, the English website texts of Chinese universities shouldnt be an absolute leteral translation of the Chinese website texts. Instead, the content of the English website texts should be in line with the western ways of thinking, values, and expectation of the target readers so as to make them more persuasive and appellative.

Key words: Chinese and American university website, introductory texts, contrastive study