广告话语与中国社会的变迁

广告话语与中国社会的变迁

冯捷蕴, 著

出版社:对外经济贸易大学出版社

年代:2014

定价:35.0

书籍简介:

本研究旨在从语篇分析的角度揭示意识形态在中国的不断变化。研究对象主要集中在1980年到2002年羊城晚报和南方日报的广告语篇。通过强调其意识形态功能,本研究采用自上而下的多维途径,通过对从两份报纸上随机抽取的364份广告进行研究而得出结论。

作者介绍:

冯捷蕴,对外经济贸易大学英语学院商务英语系副教授、香港理工大学双语学系博士,硕士生导师、中国社会语言学会理事、《中国话语研究》期刊编委。研究方向;商务话语;旅游研究;跨文化传播。曾主持国家级和省部级等五个科研项目,多篇论文发表干国内CSSCI的A类权威期刊和国际SSCI期刊。论文获第六届中国社会语言学国际会议优秀论文一等奖(2008,香港),中国旅游研究年会优秀论文奖(2011,北京)。

书籍目录:

Abstract

Table of Contents

List of Figures

List of Tables

Chapter 1: Introduction

1.0 A Glimpse at Two Chinese Advertisements in 1980 and 2002

1.1 Socio-Political Changes in China and the Study of the

Advertising Discourses

1.2 Upheavals and Growth in China's Advertising

1.3 Basic Assumptions for the Present Study

1.4 Organization of the Study

Chapter 2: Literature Review

2.0 Introduction

2.1 Discourse Analysis: Where Are We Going?

2.1.1 Moving from the Textual Space to the Socio-Critical Space

2.1.2 Moving from Monomodality to Multimodality

2.1.3 Discourse Studies in China: An Overview

2.2 The Emergence and Development of Critical Discourse Analysis

2.2.1 CDA: An Introduction

2.2.2 Different CDA Models

2.2.3 CDA Studies in Contemporary China

2.3 Studies on the Advertising Discourse

2.3.1 Advertising Discourse within the Textual Space

2.3.2 Advertising Discourse within the Socio-Cultural Space

2.4 Summary of the Literature Review and Significance of the Present Study

Chapter 3: Analytical Framework and Research Methodologies

3.0 Introduction

3.1 Research Aims and Research Questions

3.2 The Analytical Framework

3.2.1 Fairclough's Three-Dimensional Conception of Discourse

3.2.2 The Working Model: A Top-down Multi-dimensional Approach to the Changing Advertising Discourses

3.3 Research Methods

3.4 Sampling

3.4.1 Rationale behind the Sample Selection

3.4.2 Sampling Methods

3.5 Summary

Chapter 4: Changes in Macro Ideologies and Variations in Institutional Ideologies

4.0 Introduction

4.1 Macro Ideologies in Two Distinctively Different Years

4.1.1 1980: Primarily a Danwei-Dominated Society

4.1.2 2002: A Strong Growth of Individual Consumerism in Urban China

4.2 Histories and Institutional Ideologies of Yangcheng and Nanfang

4.2.1 Variations in the Institutional Ideologies in 1980

4.2.2 Variations in the Institutional Ideologies in 2002

4.3 Summary

Chapter 5: Changing Advertising Topics

5.0 Introduction

5.1 Overview of the Changing Advertising Topics: Danwei versus

Individual Consumption

5.2 1980: Danwei-dominated Advertising Discourses in the Pre-marketization Era

5.3 2002: Individual Consumption-Dominated Advertising

Discourses

……

Chapter 6: Dimension Two-Changing Value Appeals

Chapter 7: Changing Visual Images

Chapter 8: Changing Verbal Elements

Chapter 9: Conclusion and Discussions

English References

Chinese References

List of Archived Documents

内容摘要:

《当代外国语言文学学术文库:广告话语与中国社会的变迁》涵盖了语言学、文学、翻译等领域,体现了包容并蓄、博采众长、学科融通的思想。进入文库的研究成果都经过精心挑选,出自学有所长的博士、学者。《当代外国语言文学学术文库:广告话语与中国社会的变迁》是各位学者的家园,是一个开放和创新的学术平台。

书籍规格:

书籍详细信息
书名广告话语与中国社会的变迁站内查询相似图书
丛书名当代外国语言文学学术文库
9787566311481
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出版地北京出版单位对外经济贸易大学出版社
版次1版印次1
定价(元)35.0语种英文
尺寸17 × 23装帧平装
页数印数

书籍信息归属:

广告话语与中国社会的变迁是对外经济贸易大学出版社于2014.出版的中图分类号为 D668 ,F713.8 的主题关于 广告学-语言学-关系-社会变迁-研究-中国-英文 的书籍。