广告话语与中国社会的变迁

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

《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。