廣告語篇中的意識形態研究--批評話語分析（簡體書）

本書是語言學領域內有關批評話語分析的專著，也是第一本對廣告語篇系統進行批評性研究的著作。批評話語分析是近年來國外發展迅速、國內正在興起的一門關於語篇分析的理論與實踐的學科。本書從理論上進一步厘清了批評話語分析的幾個核心概念和結構體系，從實踐上對作為公共語篇的廣告語篇進行了較為系統的批評性分析，這在批評話語分析的具體應用上作出了有益的探索。

李桔元，湖南新化人，文學博士，杭州師範大學外國語學院副教授，碩士生導師，中國高校功能語言學研究會會員。主要研究興趣為功能語言學、語篇分析以及英語教學等。在外語類核心期刊及其它重要期刊上發表學術論文20余篇，參編省級規劃本科教材和詞典各1部，主持并完成省教育廳課題1項、其他課題4項，主持校研究生優質課程建設1項，參與國家社科課題1項、省社科課題3項，曾作為第一主講教師參與省級本科精品課程《綜合英語》建設。

Acknowledgements
List of Figures and Tables
Chapter One Introduction
1.1 Background of studies of advertising language
1.2 Research questions and significance of this study
1.3 Theoretical and methodological orientations of this study
1.4 Data collection
1.5 Organization of the dissertation
Chapter Two Theory Preliminaries
2.1 Introduction
2.2 Critical discourse analysis
2.2.1 From discourse analysis to critical discourse analysis
2.2.2 A survey of critical discourse analysis
2.3 The view of discourse in critical discourse analysis
2.3.1 Discourse vs. Text
2.3.2 Discourse as action
2.3.3 Discourse as ideologies
2.4 Ideology and power in language
2.4.1 Ideology
2.4.2 Power
2.4.3 The relationship among language, ideology and power
2.5 The text-oriented framework for analysing ideologies
2.5.1 Hallidayan paradigm : text functionality in context
2.5.2 Framework for analysing ideology in discourse: Fairclough' s three-dimension model
2.6 Summary
Chapter Three Modality as Explicit Representation of Ideologies in Advertising Discourse
3.1 Introduction
3.2 The ideological nature of modality
3.3 Meaning dimensions and grammatical devices of modality
3.3.1 Meaning dimensions of modality
3.3.2 Grammatieal devices of modality
3.4 Modality and its ideological meanings in advertising discourse
3.4.1 Ideological meanings of modality in advertising disco urse: a case study
3.4.2 Modality distribution in advertising texts: empirical studies
3.5 Summary
Chapter Four Personal system as Representation of
Ideologies in Advertising Discourse
4.1 Introduction
4.2 The functions of personal pronouns:SFL perspective
4.3 The politics of some personal pronouns
4.3.1 ""them and us"" attitude
4.3.2 ""me"" and ""you"" :subjectivity or empathy
4.4 Ideological meanings of personal pronotms in ads
4.4.1 Characteristics of use of personal pronouns in ads
4.4.2 Personal pronouns work ideologically in building relations
4.5 Snmmary
Chapter Five Transitivity as Implicit Representation of Ideologies m Advertising Discourse
5.1 Introduction
5.2 Transitivity as the construal of experience
5.3 Transitivity as representation of ideologies
5.4 Transitivity system and the power relations in advertising discourse
5.5 Summary
Chapter Six Intertextnality as Representation of Ideologies in Advertising Discourse
6.1 Introduction
6.2 What is intertextuality
6.2.1 Bakhtin:dialogism and heteroglossia
6.2.2 Kristeva:intertextuality as dialogue between texts or text and social context
6.2.3 Other interpretations of the term ""intertextuality""
6.2.4 Intertextuality and interdiscursivity
6.3 The ideological functions of intertextuality
6.4 Intertextuality as hegemonic struggle in advertising discourse
6.5 Summary
Chapter Seven Conclusion
7.1 Summary of this dissertation
7.2 Major findings
7.3 Limitations of this study
7.4 Suggestions for further research
Appendices
Bibliography