《廣告話語與中國社會的變遷》涵蓋了語言學、文學、翻譯等領域，體現了包容並蓄、博採眾長、學科融通的思想。進入文庫的研究成果都經過精心挑選，出自學有所長的博士、學者。《廣告話語與中國社會的變遷》是各位學者的家園，是一個開放和創新的學術平台。
基本介紹
- 書名：廣告話語與中國社會的變遷
- 作者：馮捷蘊
- 出版日期：2014年8月1日
- 語種：簡體中文, 英語
- ISBN：9787566311481
- 外文名：Advertising Discourses and Social Changes in China
- 出版社：對外經濟貿易大學出版社
- 頁數：172頁
- 開本：16
- 品牌：對外經濟貿易大學出版社
基本介紹,內容簡介,作者簡介,圖書目錄,
基本介紹
內容簡介
《廣告話語與中國社會的變遷》由對外經濟貿易大學出版社出版。
作者簡介
馮捷蘊，對外經濟貿易大學英語學院商務英語系副教授、香港理工大學雙語學系博士，碩士生導師、中國社會語言學會理事、《中國話語研究》期刊編委。研究方向；商務話語；旅遊研究；跨文化傳播。曾主持國家級和省部級等五個科研項目，多篇論文發表乾國內CSSCI的A類權威期刊和國際SSCI期刊。論文獲第六屆中國社會語言學國際會議優秀論文一等獎（2008，香港），中國旅遊研究年會優秀論文獎（2011，北京）。
圖書目錄
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
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
