广告语篇中的意识形态研究

Acknowledgements

ListofFiguresandTables

ChapterOneIntroduction

1.1Backgroundofstudiesofadvertisinglanguage

1.2Researchquestionsandsignificanceofthisstudy

1.3Theoreticalandmethodologicalorientationsofthisstudy

1.4Datacollection

1.5Organizationofthedissertation

ChapterTwoTheoryPreliminaries

2.1Introduction

2.2Criticaldiscourseanalysis

2.2.1Fromdiscourseanalysistocriticaldiscourseanalysis

2.2.2Asurveyofcriticaldiscourseanalysis

2.3Theviewofdiscourseincriticaldiscourseanalysis

2.3.1Discoursevs.Text

2.3.2Discourseasaction

2.3.3Discourseasideologies

2.4Ideologyandpowerinlanguage

2.4.1Ideology

2.4.2Power

2.4.3Therelationshipamonglanguage,ideologyandpower

2.5Thetext-orientedframeworkforanalysingideologies

2.5.1Hallidayanparadigm:textfunctionalityincontext

2.5.2Frameworkforanalysingideologyindiscourse:Faircloughsthree-dimensionmodel

2.6Summary

ChapterThreeModalityasExplicitRepresentationofIdeologiesinAdvertisingDiscourse

3.1Introduction

3.2Theideologicalnatureofmodality

3.3Meaningdimensionsandgrammaticaldevicesofmodality

3.3.1Meaningdimensionsofmodality

3.3.2Grammatiealdevicesofmodality

3.4Modalityanditsideologicalmeaningsinadvertisingdiscourse

3.4.1Ideologicalmeaningsofmodalityinadvertisingdiscourse:acasestudy

3.4.2Modalitydistributioninadvertisingtexts:empiricalstudies

3.5Summary

ChapterFourPersonalsystemasRepresentationof

IdeologiesinAdvertisingDiscourse

4.1Introduction

4.2Thefunctionsofpersonalpronouns:SFLperspective

4.3Thepoliticsofsomepersonalpronouns

4.3.1"themandus"attitude

4.3.2"me"and"you":subjectivityorempathy

4.4Ideologicalmeaningsofpersonalpronotmsinads

4.4.1Characteristicsofuseofpersonalpronounsinads

4.4.2Personalpronounsworkideologicallyinbuildingrelations

4.5Snmmary

ChapterFiveTransitivityasImplicitRepresentationofIdeologiesmAdvertisingDiscourse

5.1Introduction

5.2Transitivityastheconstrualofexperience

5.3Transitivityasrepresentationofideologies

5.4Transitivitysystemandthepowerrelationsinadvertisingdiscourse

5.5Summary

ChapterSixIntertextnalityasRepresentationofIdeologiesinAdvertisingDiscourse

6.1Introduction

6.2Whatisintertextuality

6.2.1Bakhtin:dialogismandheteroglossia

6.2.2Kristeva:intertextualityasdialoguebetweentextsortextandsocialcontext

6.2.3Otherinterpretationsoftheterm"intertextuality"

6.2.4Intertextualityandinterdiscursivity

6.3Theideologicalfunctionsofintertextuality

6.4Intertextualityashegemonicstruggleinadvertisingdiscourse

6.5Summary

ChapterSevenConclusion

7.1Summaryofthisdissertation

7.2Majorfindings

7.3Limitationsofthisstudy

7.4Suggestionsforfurtherresearch

Appendices

Bibliography

　　本书首先对国内外广告语言研究作了一个回顾并且分析了现有研究的局限性，然后提出本书的研究范围、目标以及理论取向和方法。其次对批评话语分析的理论进行综述，包括历史发展、理论流派，重点探讨了批评话语分析理论中的三个关键概念：话语、权力、意识形态以及三者之间的关系；最后描述了本书用于分析广告文本的理论框架。而后对广告语篇意识形态的多角度分析。最后对全书的讨论作总结，概述了研究发现、研究的不足。　　本书是语言学领域内有关批评话语分析的专著，也是第一本对广告语篇系统进行批评性研究的著作。批评话语分析是近年来国外发展迅速、国内正在兴起的一门关于语篇分析的理论与实践的学科。本书从理论上进一步厘清了批评话语分析的几个核心概念和结构体系，从实践上对作为公共语篇的广告语篇进行了较为系统的批评性分析，这在批评话语分析的具体应用上作出了有益的探索。【作者简介】　　李桔元，湖南新化人，文学博士，杭州师范大学外国语学院副教授，硕士生导师，中国高校功能语言学研究会会员。主要研究兴趣为功能语言学、语篇分析以及英语教学等。在外语类核心期刊及其它重要期刊上发表学术论文20余篇，参编省级规划本科教材和词典各1部，主持并完成省教育厅课题1项、其他课题4项，主持校研究生优质课程建设1项，参与国家社科课题1项、省社科课题3项，曾作为第一主讲教师参与省级本科精品课程《综合英语》建设。