Contents
總序
前言
Abbreviations
Chapter 1　Introduction to Media Promotional Discourse Studies　1
1.1　Research Background　2
1.2　Institutional Discourses　6
1.2.1　The research scope of institutional discourses　8
1.2.2　Studies of institutional media discourses　11
1.3　Studies of Promotional Discourses　13
1.4　Studies of Medical Discourses　16
1.5　Rationale for Medical Promotional Discourse Studies　18
1.6　The Main Content of the Book　21
1.7　Summary　22
Chapter 2　Cognitive Linguistics and Cognitive Grammar　23
2.1　Development of Cognitive Linguistics　23
2.2　Semantic Studies of Cognitive Linguistics　27
2.3　Cognitive Studies of Media Discourses　29
2.4　Studies of Cognitive Grammar　31
2.5　Word Grammar　34
2.5.1　PoV grammar in cognitive linguistics　36
2.5.2　Force dynamics in word grammar　42
2.5.3　Grounding grammar　44
2.6　Summary　48
Chapter 3　Contrastive Discourse Research and Design　50
3.1　Contrastive Discourse Studies　50
3.2　Contrastive Linguistic Studies on Media Discourses　55
3.3　Contrastive Studies on Cognition Construction　58
3.4　Contrastive Discourse Research Design　60
3.5　Summary　62
Chapter 4　Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines　63
4.1　Introduction　63
4.2　Data for Metonymic PoV Studies　64
4.2.1　Data　64
4.2.2　Research method　65
4.2.3　Analytical procedure　66
4.3　Metonymy as a Lexical Unit in Cognitive Grammar　67
4.3.1　Definitions on metonymy　69
4.3.2　Classification of metonymy　71
4.4　Metonymy Identification and Classification from the Data　77
4.5　Metonymic PoV Grammar in Promotional Discourses of Anti-Cancer Medicines　79
4.5.1　X2Y4Z4 and X2Y4Z3 viewpoints　80
4.5.2　X4Y2Z4 and X4Y2Z3 viewpoints　85
4.5.3　X1Y4Z3 viewpoint　89
4.6　Cross-cultural Differences of Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines　93
4.7　Summary　96
Chapter 5　Force Dynamics in Promotional Discourses of Online Treatments　97
5.1　Introduction　97
5.2　Data for Force Dynamics Studies　98
5.3　Cognitive Frame in Discourse Studies　100
5.3.1　Cognitive frame　100
5.3.2　Identification of move structure　102
5.4　Force Dynamics in Cognitive Frame　108
5.4.1　Steady-state force-dynamic patterns　108
5.4.2　Shift-in-state force-dynamic patterns　110
5.4.3　Secondary steady-state force-dynamic patterns　111
5.5　Force Dynamics in Promotional Discourses of Online Treatments　112
5.5.1　Analysis of force-dynamic elements in Chinese discourses　113
5.5.2　Analysis of force-dynamic elements in English discourses　120
5.6　Cross-cultural Differences of Force Dynamics in Promotional Discourses of Online Treatments　126
5.7　Summary　131
Chapter 6　Grounding Grammar in Promotional Discourses of Medical Treatment Appliances　133
6.1　Introduction　134
6.2　Data for Modal Verb Grounding Grammar Studies　134
6.3　Modal Verbs in Discourses　136
6.3.1　Modal verbs and their studies　136
6.3.2　Classification of modal verbs　138
6.4　Modal Verbs in Promotional Discourses of MDPNs　145
6.4.1　Modal grounding analysis of English discourses　145
6.4.2　Modal grounding analysis of Chinese discourses　154
6.5　Contrastive Differences of Grounding Grammar in Promotional Discourses of Medical Devices　162
6.6　Summary　167
Chapter 7　Cross-cultural Comparison of Cognitive Grammar in Medical Promotional Discourses　168
7.1　Cross-linguistic Variations in Cognitive Grammar　168
7.2　Reasons behind the Misunderstanding of Cognitive Grammar in Cross-linguistic and Cross-cultural Communication　173
7.2.1　Commercial and communicative factors　173
7.2.2　Cultural and social factors　175
7.2.3　Cognitive factors　177
7.3　Cognitive Grammar and Language Evaluation and Position　185
7.4　Cognitive Problems and Marketing Promotional Discourse Improvement　188
7.4.1　The cognitive problems in cross-cultural communication　191
7.4.2　Discourses enhancement and improvement　194
7.5　Summary　198
References　200