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广告英语的多维度分析PDF|Epub|txt|kindle电子书版本网盘下载
- 王慧盛等著 著
- 出版社： 北京：对外经济贸易大学出版社
- ISBN：7810789147
- 出版时间：2007
- 标注页数：264页
- 文件大小：15MB
- 文件页数：278页
- 主题词：
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图书目录
A Study of Intertextuality in English Print Advertisem ents 英语平面广告中的互文性分析1
1．Introduction1
1.1 Purpose of the Research1
1.2 Data Collection and Research Methodology2
2．Literature Review2
2.1 Historical Overview of Theories on Intertextuality3
2.2 Previous Studies on Intertextuality in Advertising8
2.3 Basic Notions of Advertising14
2.4 Basic Notions of Intertextuality in Advertisem ents16
3．Case Analysis:Intertextuality in Print Advertisem ents22
3.1 Forms and Functions of Intertextuality in Print Advertisem ents23
3.2 Discussion56
4．Conclusion58
Bibliography60
A Study of English Print Advertising Communication from the Perspective of Relevance Theory 从关联理论角度研究英语平面广告交际63
1．Introduction63
1.1 Purpose of the Research63
1.2 Significance of the Research64
1.3 Research Methodology and Data Collection65
2．Literature Review:Relevance-Theoretical Research in Advertising Communication66
2.1 An Overview of Relevance Theory67
2.2 Relevance Theory-Based Research in Advertising Communication70
3．Ad Headlines as Ostensive Stimuli and Relevance Optimizers73
3.1 Basic Notions of Relevance74
3.2 Advertisem ent Headlines as Ostensive Stimuli82
3.3 Advertisem ent Headlines as Relevance Optim izers84
4．Advertising Communication and Inferences97
4.1 Ostensive-Inferential Communication97
4.2 Inform ative and Communicative Intentions in Advertising99
4.3 Overt Advertising Communication101
4.4 Covert Advertising Communication105
4.5 Inferences in Advertising115
5．Conclusion119
5.1 Summary119
5.2 Limitations and Suggestions120
Bibliography121
Sex Roles in Magazine Advertisem ents—A Comparison between Ads for Chinese Domestic Companies and for Sino-US Joint Ventures 杂志广告中的性别角色——中国本土企业与中美合资企业广告的比较研究125
1．Introduction125
1.1 Subjectand Purpose of the Study125
1.2 Rationale127
2．Theoretical Framework129
2.1 Cultural Values and Sex Roles129
2.2 Concept of Advertising144
2.3 Previous Studies on Sex-Role Portrayal in Advertisem ents149
3．Hypotheses and Methodology152
3.1 Hypothesis Generation152
3.2 Introduction of Content Analysis154
3.3 Sample Collection156
3.4 Coding Procedure158
4．Results and Hypothesis Testing160
4.1 Hypothesis 1 and 2160
4.2 Hypothesis 3167
4.3 Hypothesis 4171
5．Conclusions174
5.1 Discussions174
5.2 Implications175
5.3 Limitation and Recom mendations for Future Study177
6．Appendixes179
Bibliography182
A Genre-Based Analysis of English Print Tourism Advertisem ents 英国印刷旅游广告的体裁分析187
1．Introduction187
1.1 The Importance of Tourism A dvertisem ents187
1.2 Objectives of the Research188
2．Literature Review191
2.1 Genre and Genre Analysis191
2.2 Appraisal Theory197
3．Methodology and Data206
3.1 Methodology206
3.2 Data Collection211
4．Data Analysis and Research Findings212
4.1 Situational Analysis of TAs212
4.2 Structural Interpretation of English Print TAs216
4.3 Appraisal Analysis of English TAs241
5．Conclusions and Im plications258
5.1 Conclusions258
5.2 Implications for Writing TAs260
Bibliography261