广告语篇互动元话语说服功能研究

Part Ⅰ Introduction

Chapter 1 Introduction

1.1 Introducing the Field

1.1.1 What Is Interactional Metadiscourse?

1.1.2 Why Advertising Discourse?

1.2 The Motivation of the Study

1.3 The Methodology of the Book

1.3.1 The Readership of the Book

1.3.2 The Perspectives of the Study

1.3.3 Methods and Corpus of the Book

1.4 Terminology and Notation

1.5 The Organization of the Book

References

Part Ⅱ Theoretical Foundations

Chapter 2 Advertising and Advertising Discourse

2.1 Notions of Advertising

2.2 Advertising——Publicity Model of Communication

2.3 Advertising Appeals

2.3.1 A Popular Account

2.3.2 Social Scientific Findings

2.4 Types of Ads

2.4.1 Bernstein's Distinction： Reason and Tickle

2.4.2 Cook's Accounts

2.4.3 Puto and Well's Classification

2.4.4 Yoo and MacInnis' Account

2.4.5 Popular Classifications

2.5 Advertising Texts in This Book

2.5.1 Broad Sense of Advertising Discourse

2.5.2 Virtual Information Texts and Presentative Information Texts

2.5.3 Sample Texts in This Book

2.6 Summary

References

Chapter 3 Metadiscourse and Interactional Metadiscourse

3.1 Notions of Metadiscourse

3.1.1 Understanding Metadiscourse

3.1.2 A New Definition of Metadiscourse

3.1.3 Studies on Metadiscourse in Applied Linguistics

3.2 Studies on Interactional Metadiscourse

3.2.1 Notion of Interactional Metadiscourse

3.2.2 Categorizations of Interactional Metadiscourse

3.2.3 Uses of Interactional Metadiscourse

3.3 Lexical-grammatical Realizations of Interactional Metadiscourse

3.3.1 Realizations of Hedges

3.3.2 Realizations of Boosters

3.3.3 Realizations of Attitude Markers

3.3.4 Realizations of Self-mentions

3.3.5 Realizations of Reader-inclusive Pronouns

3.3.6 Forms of Questions

3.3.7 Form of Directives

3.4 Summary

References

Chapter 4 Persuasive Appeals of Interaction Metadiscourse in Advertising Discourse

4.1 Notions of Persuasion

4.1.1 Definitions of Persuasion

4.1.2 The Four Components of Persuasion

4.1.3 Persuasion as A Dialogic Process

4.2 Routes to Persuasion

4.2.1 Humanistic Approach to Persuasion

4.2.2 Social Scientific Approach to Persuasion

4.3 Uses of Interactional Metadiscourse and Persuasion

4.3.1 The Dialogic Nature of Texts

4.3.2 Interactional Metadiscourse and Rhetoric Effect ...

4.3.3 Interactional Metadiscourse in Advertising Discourse

4.4 An Analytical Framework of Persuasive Appeals of Interaction Metadiscourse

4.4.1 Self-mentions and Reader-mentions

4.4.2 Evaluatives and Evidentials

4.4.3 Questions and Directives

4.5 Summary

References

Part Ⅲ Interactional Metadiscourse Resources in Advertising Texts

Chapter 5 Product Ads

5.1 Introduction

5.2 Emotion-based Ads

5.3 Ads of Durable Goods

5.3.1 Self-mentions Use

5.3.2 Reader-mentions Use

5.3.3 Attitude Markers Use

5.3.4 Directives

5.4 Ads of Non-durable Goods

5.4.1 Single-features Uses

5.4.2 Multiple-features Uses

5.4.3 Radio Ads of Daily Necessities

5.5 Summary

References

Chapter 6 Service Ads

6.1 Introduction

6.2 Daily Life Service Ads

6.2.1 Fixing and Repairing

6.2.2 House Chores Ads

6.2.3 Finance Ads

6.2.4 Other Services

6.3 Travel/Tourism Ads

6.3.1 Transportation Ads

6.3.2 Hospitality Ads

6.3.3 Entertainment Ads

6.4 Education/Training Ads

6.5 Summary

References

Chapter 7 Institution Ads

7.1 Introduction

7.2 University/College Ads

7.2.1 Famous University Ads

7.2.2 Community College Ads

7.3 Company Ads

7.3.1 Large-scale Enterprises Ads

7.3.2 Micro， Small and Medium Enterprises Ads

7.4 Summary

References

Chapter 8 Public Service Ads

8.1 Introduction

8.1.1 PSAs： A Form of Social Marketing

8.1.2 Help-self PSAs and Help-others PSAs

8.1.3 Persuasive Appeals of PSAs

8.1.4 PSAs in This Chapter

8.2 Health/Medicine Ads

8.3 Children/Disabled/Patients/The Elderly Care Ads

8.4 Environmental Protection Ads

8.5 Other Issue Ads

8.6 Summary

References

Chapter 9 Conclusions

9.1 Major Conclusions and Contributions of This Book

9.2 Implications for Reading and Writing

9.3 Limitations and Future Research

References

《广告语篇互动元话语说服功能研究》以广告语篇为例，进一步从理论上对互动元话语的说服功能进行阐释。《广告语篇互动元话语说服功能研究》主要分为理论和应用两部分。理论部分将互动元话语的说服功能视为一种语言修辞现象，借鉴社会心理学、传播学、营销学等相关理论，对互动元话语在广告语篇中的说服功能进行梳理和总结，并在此基础上提出一个全新的互动元话语说服模式；应用部分则以这个互动元话语说服模式为分析框架，选择四个类别的广告语篇：产品广告、服务广告、机构广告和公益广告，对这些语篇中的互动元话语的说服功能进行考察。

《广告语篇互动元话语说服功能研究》是第一作者博士学位论文《基于语类的互动元话语研究》的延伸研究。元话语研究是近20年来国内外学界研究的一个热点。互动元话语是元话语的一个次范畴，它主要关涉那些反映作者与读者进行互动的语言资源。《广告语篇互动元话语说服功能研究》以广告语篇为例，进一步从理论上对互动元话语的说服功能进行阐释。《广告语篇互动元话语说服功能研究》主要分为理论和应用两部分。理论部分将互动元话语的说服功能视为一种语言修辞现象，借鉴社会心理学、传播学、营销学等相关理论，对互动元话语在广告语篇中的说服功能进行梳理和总结，并在此基础上提出一个全新的互动元话语说服模式；应用部分则以这个互动元话语说服模式为分析框架，选择四个类别的广告语篇：产品广告、服务广告、机构广告和公益广告，对这些语篇中的互动元话语的说服功能进行考察。