广告语篇互动元话语说服功能研究2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载

广告语篇互动元话语说服功能研究PDF格式电子书版下载

注意：本站所有压缩包均有解压码： 点击下载压缩包解压工具

Part Ⅰ Introduction3

Chapter 1 Introduction3

1.1 Introducing the Field3

1.1.1 What Is Interactional Metadiscourse?3

1.1.2 Why Advertising Discourse?4

1.2 The Motivation of the Study6

1.3 The Methodology of the Book7

1.3.1 The Readership of the Book7

1.3.2 The Perspectives of the Study8

1.3.3 Methods and Corpus of the Book13

1.4 Terminology and Notation14

1.5 The Organization of the Book19

References20

Part Ⅱ Theoretical Foundations25

Chapter 2 Advertising and Advertising Discourse25

2.1 Notions of Advertising25

2.2 Advertising—Publicity Model of Communication26

2.3 Advertising Appeals29

2.3.1 A Popular Account29

2.3.2 Social Scientific Findings33

2.4 Types of Ads40

2.4.1 Bernstein's Distinction:Reason and Tickle40

2.4.2 Cook's Accounts43

2.4.3 Puto and Well's Classification47

2.4.4 Yoo and MacInnis'Account49

2.4.5 Popular Classifications49

2.5 Advertising Texts in This Book53

2.5.1 Broad Sense of Advertising Discourse53

2.5.2 Virtual Information Texts and Presentative Information Texts56

2.5.3 Sample Texts in This Book60

2.6 Summary62

References63

Chapter 3 Metadiscourse and Interactional Metadiscourse67

3.1 Notions of Metadiscourse67

3.1.1 Understanding Metadiscourse67

3.1.2 A New Definition of Metadiscourse72

3.1.3 Studies on Metadiscourse in Applied Linguistics76

3.2 Studies on Interactional Metadiscourse86

3.2.1 Notion of Interactional Metadiscourse87

3.2.2 Categorizations of Interactional Metadiscourse87

3.2.3 Uses of Interactional Metadiscourse95

3.3 Lexical-grammatical Realizations of Interactional Metadiscourse106

3.3.1 Realizations of Hedges107

3.3.2 Realizations of Boosters108

3.3.3 Realizations of Attitude Markers109

3.3.4 Realizations of Self-mentions110

3.3.5 Realizations of Reader-inclusive Pronouns110

3.3.6 Forms of Questions111

3.3.7 Form of Directives112

3.4 Summary113

References113

Chapter 4 Persuasive Appeals of Interaction Metadiscourse in Advertising Discourse125

4.1 Notions of Persuasion125

4.1.1 Definitions of Persuasion126

4.1.2 The Four Components of Persuasion128

4.1.3 Persuasion as A Dialogic Process131

4.2 Routes to Persuasion132

4.2.1 Humanistic Approach to Persuasion134

4.2.2 Social Scientific Approach to Persuasion139

4.3 Uses of Interactional Metadiscourse and Persuasion146

4.3.1 The Dialogic Nature of Texts148

4.3.2 Interactional Metadiscourse and Rhetoric Effect151

4.3.3 Interactional Metadiscourse in Advertising Discourse154

4.4 An Analytical Framework of Persuasive Appeals of Interaction Metadiscourse160

4.4.1 Self-mentions and Reader-mentions161

4.4.2 Evaluatives and Evidentials167

4.4.3 Questions and Directives170

4.5 Summary171

References173

Part Ⅲ Interactional Metadiscourse Resources in Advertising Texts181

Chapter 5 Product Ads181

5.1 Introduction181

5.2 Emotion-based Ads183

5.3 Ads of Durable Goods185

5.3.1 Self-mentions Use186

5.3.2 Reader-mentions Use187

5.3.3 Attitude Markers Use188

5.3.4 Directives189

5.4 Ads of Non-durable Goods190

5.4.1 Single-features Uses191

5.4.2 Multiple-features Uses194

5.4.3 Radio Ads of Daily Necessities197

5.5 Summary203

References204

Chapter 6 Service Ads205

6.1 Introduction205

6.2 Daily Life Service Ads205

6.2.1 Fixing and Repairing207

6.2.2 House Chores Ads214

6.2.3 Finance Ads220

6.2.4 Other Services221

6.3 Travel/Tourism Ads226

6.3.1 Transportation Ads228

6.3.2 Hospitality Ads231

6.3.3 Entertainment Ads235

6.4 Education/Training Ads245

6.5 Summary249

References249

Chapter 7 Institution Ads251

7.1 Introduction251

7.2 University/College Ads253

7.2.1 Famous University Ads255

7.2.2 Community College Ads266

7.3 Company Ads272

7.3.1 Large-scale Enterprises Ads274

7.3.2 Micro，Small and Medium Enterprises Ads282

7.4 Summary294

References295

Chapter 8 Public Service Ads296

8.1 Introduction296

8.1.1 PSAs:A Form of Social Marketing296

8.1.2 Help-self PSAs and Help-others PSAs299

8.1.3 Persuasive Appeals of PSAs299

8.1.4 PSAs in This Chapter302

8.2 Health/Medicine Ads303

8.3 Children/Disabled/Patients/The Elderly Care Ads310

8.4 Environmental Protection Ads314

8.5 Other Issue Ads322

8.6 Summary325

References326

Chapter 9 Conclusions328

9.1 Major Conclusions and Contributions of This Book328

9.2 Implications for Reading and Writing330

9.3 Limitations and Future Research332

References338