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Chapter Ⅰ Introduction 1

1.1 General Purpose of this Study 3

Foreword 3

1.2 What Is Advertising？ 5

Preface 6

1.2.1 Definition of Advertising 7

Acknowledgements 9

1.2.2 Definition of Advertising Language 9

1.2.3 Classification of Advertising 11

1.2.4 The Fundamental Structure of Print Advertising 11

1.2.5 Functions of Advertising 12

1.3.1 Some Linguistic Approaches 13

1.3 Advertising Language:Previous Studies and Evaluations 13

1.3.2 Some Semiotic Approaches 22

1.3.3 Some Communication Approaches 29

1.4 Focus of the Present study 32

1.5 Reasons for Studying the Form and Content of Advertising Language as a Whole 34

1.6 Methodology of this Study and Data Collection 36

Chapter Ⅱ A"C+A"Model 38

2.1 The Link between Communication and Advertising Language Study 38

2.2 A Basic Model of the Communication Process 39

2.3 The Highlight:Message 41

2.3.1 The Definition of Message 41

2.3.2 The Role of Message in Advertising 43

2.3.3 Two Groups of Messages 52

2.3.4 Selected Research Findings on the Two Groups of Messages 55

2.3.5 The Problems Posed 59

2.4 The Solution:A"C+A"Model 64

2.4.1 The Importance of"C" 71

2.4.2 The Necessities of"A" 72

2.4.3 The Balance of"C"and"A" 75

2.5 The Purpose of Advancing the"C+A"Model 83

2.6 Several Hypotheses 86

2.7 Summary 90

3.1 Introduction 92

Chapter Ⅲ Message Study 92

3.2 Literature Review on Message Study 93

3.3 Purpose of this Study 100

3.4 Criteria for this study 102

3.4.1 Criteria for message classification of"C"and"A" 102

3.4.2 Linguistic criteria for the judgement of indirect realizations 110

3.5 Methodology 123

3.5.1 Ads Analyzed 123

3.5.2 Coding and Sampling 124

3.6 Results 126

3.7 Discussion and Conclusion 126

4.1 Introduction 139

Chapter Ⅳ Linguistic Realization Study 139

4.2 Objectives of this Study 140

4.3 Double Grammatical Role:A Pilot Study of Advertising Slogans 142

4.3.1 Nominalization 154

4.3.2 Adjectivalization 163

4.3.3 Verbalization 170

4.3.4 Adverbalization 171

4.3.5 Afterthoughts on Nominalization,Adjectivalization,Verbalization and Adjectivalization 173

4.4 Message Weight 176

4.4.1 Two Cases Concerning Message Weight 177

4.4.2 Definition of Focus,Message Weight and New Message 180

4.4.3 An Empirical Comparative Study on Message Weight and Persuasion 190

4.4.4 Summary of Message Weight Study 202

4.5 In-depth Case Study 205

4.6 Conclusion:Linguistic Realizations Themselves Create"A"or Produce Pseudo"C" 213

ChapterV Message Comprehension Study 216

5.1 Introduction 216

5.1.1 Perspectives on Language Comprehension 216

5.1.2 Advertising Comprehension Research 218

5.2 An Advertising Verbal Message Comprehension Model for"C+A" 227

5.3 Purpose of the Study 231

5.4 Research Method 233

5.4.1 Subjects 233

5.4.2 Materials 234

5.4.3 Design and Procedure 235

5.5 Results 236

5.5.1 "C"and"A"Message Comprehension Study 237

5.5.2 Brand Name Processing Study 259

5.5.2.1 What's in a Name？ 259

5.5.2.2 Findings and Analysis 266

5.6 Summary and Discussion 268

Chapter Ⅵ General Discussion 273

6.1 Introduction 273

6.2 Sociosemiotic Rationale of the"C+A"Model 273

6.3 A Metaphor of the"C+A"Model:The Sun plus Sunlight 283

6.4 Major Findings of this Project 285

6.4.1 General Trend of"C+A"Framework with Variation in Quantity in"C"and"A" 292

6.4.2 The Creation of Extra"A"by Linguistic Realizations 297

6.4.3 The Invisible"A"Surrounding"C" 300

6.5 Concluding Remarks on Advertising Language Study 301

6.5.1 Limitations of this Project 302

6.5.2 Implications of this Study 303

Bibliography 306

Appendix A 328

Appendix B 329

Index 336