- 作 者：李桔元编著
- 出 版 社：上海：上海交通大学出版社
- 出版年份：2009
- ISBN：9787313059581
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Chapter One Introduction 1
1.1 Background of studies of advertising language 1
1.2 Research questions and significance of this study 7
1.3 Theoretical and methodological orientations of this study 9
1.4 Data collection 14
1.5 Organization of the dissertation 14
Chapter Two Theory Preliminaries 16
2.1 Introduction 16
2.2 Critical discourse analysis 17
2.2.1 From discourse analysis to critical discourse analysis 17
2.2.2 A survey of critical discourse analysis 27
2.3 The view of discourse in critical discourse analysis 32
2.3.1 Discourse vs.Text 32
2.3.2 Discourse as action 34
2.3.3 Discourse as ideologies 36
2.4 Ideology and power in language 38
2.4.1 Ideology 38
2.4.2 Power 47
2.4.3 The relationship among language,ideology and power 52
2.5 The text-oriented framework for analysing ideologies 54
2.5.1 Hallidayan paradigm:text functionality in context 54
2.5.2 Framework for analysing ideology in discourse:Fairclough's three-dimension model 57
2.6 Summary 61
Chapter Three Modality as Explicit Representation of Ideologies in Advertising Discourse 62
3.1 Introduction 62
3.2 The ideological nature of modality 63
3.3 Meaning dimensions and grammatical devices of modality 67
3.3.1 Meaning dimensions of modality 68
3.3.2 Grammatical devices of modality 72
3.4 Modality and its ideological meanings in advertising discourse 75
3.4.1 Ideological meanings of modality in advertising discourse:a case study 75
3.4.2 Modality distribution in advertising texts:empirical studies 80
3.5 Summary 89
Chapter Four Personal system as Representation of Ideologies in Advertising Discourse 90
4.1 Introduction 90
4.2 The functions of personal pronouns:SFL perspective 92
4.3 The politics of some personal pronouns 95
4.3.1 "them and us"attitude 95
4.3.2 "me"and"you":subjectivity or empathy 100
4.4 Ideological meanings of personal pronouns in ads 103
4.4.1 Characteristics of use of personal pronouns in ads 103
4.4.2 Personal pronouns work ideologically in building relations 106
4.5 Summary 120
Chapter Five Transitivity as Implicit Representation of Ideologies in Advertising Discourse 123
5.1 Introduction 123
5.2 Transitivity as the construal of experience 124
5.3 Transitivity as representation of ideologies 129
5.4 Transitivity system and the power relations in advertising discourse 136
5.5 Summary 146
Chapter Six Intertextuality as Representation of Ideologies in Advertising Discourse 148
6.1 Introduction 148
6.2 What is intertextuality 149
6.2.1 Bakhtin:dialogism and heteroglossia 149
6.2.2 Kristeva:intertextuality as dialogue between texts or text and social context 150
6.2.3 Other interpretations of the term"intertextuality" 151
6.2.4 Intertextuality and interdiscursivity 153
6.3 The ideological functions of intertextuality 157
6.4 Intertextuality as hegemonic struggle in advertising discourse 163
6.5 Summary 174
Chapter Seven Conclusion 176
7.1 Summary of this dissertation 176
7.2 Major findings 178
7.3 Limitations of this study 188
7.4 Suggestions for further research 189
Appendices 191
Bibliography 208