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A Study of Intertextuality in English Print Advertisem ents 英语平面广告中的互文性分析 1

1．Introduction 1

1.1 Purpose of the Research 1

1.2 Data Collection and Research Methodology 2

2．Literature Review 2

2.1 Historical Overview of Theories on Intertextuality 3

2.2 Previous Studies on Intertextuality in Advertising 8

2.3 Basic Notions of Advertising 14

2.4 Basic Notions of Intertextuality in Advertisem ents 16

3．Case Analysis:Intertextuality in Print Advertisem ents 22

3.1 Forms and Functions of Intertextuality in Print Advertisem ents 23

3.2 Discussion 56

4．Conclusion 58

Bibliography 60

A Study of English Print Advertising Communication from the Perspective of Relevance Theory 从关联理论角度研究英语平面广告交际 63

1．Introduction 63

1.1 Purpose of the Research 63

1.2 Significance of the Research 64

1.3 Research Methodology and Data Collection 65

2．Literature Review:Relevance-Theoretical Research in Advertising Communication 66

2.1 An Overview of Relevance Theory 67

2.2 Relevance Theory-Based Research in Advertising Communication 70

3．Ad Headlines as Ostensive Stimuli and Relevance Optimizers 73

3.1 Basic Notions of Relevance 74

3.2 Advertisem ent Headlines as Ostensive Stimuli 82

3.3 Advertisem ent Headlines as Relevance Optim izers 84

4．Advertising Communication and Inferences 97

4.1 Ostensive-Inferential Communication 97

4.2 Inform ative and Communicative Intentions in Advertising 99

4.3 Overt Advertising Communication 101

4.4 Covert Advertising Communication 105

4.5 Inferences in Advertising 115

5．Conclusion 119

5.1 Summary 119

5.2 Limitations and Suggestions 120

Bibliography 121

Sex Roles in Magazine Advertisem ents—A Comparison between Ads for Chinese Domestic Companies and for Sino-US Joint Ventures 杂志广告中的性别角色——中国本土企业与中美合资企业广告的比较研究 125

1．Introduction 125

1.1 Subjectand Purpose of the Study 125

1.2 Rationale 127

2．Theoretical Framework 129

2.1 Cultural Values and Sex Roles 129

2.2 Concept of Advertising 144

2.3 Previous Studies on Sex-Role Portrayal in Advertisem ents 149

3．Hypotheses and Methodology 152

3.1 Hypothesis Generation 152

3.2 Introduction of Content Analysis 154

3.3 Sample Collection 156

3.4 Coding Procedure 158

4．Results and Hypothesis Testing 160

4.1 Hypothesis 1 and 2 160

4.2 Hypothesis 3 167

4.3 Hypothesis 4 171

5．Conclusions 174

5.1 Discussions 174

5.2 Implications 175

5.3 Limitation and Recom mendations for Future Study 177

6．Appendixes 179

Bibliography 182

A Genre-Based Analysis of English Print Tourism Advertisem ents 英国印刷旅游广告的体裁分析 187

1．Introduction 187

1.1 The Importance of Tourism A dvertisem ents 187

1.2 Objectives of the Research 188

2．Literature Review 191

2.1 Genre and Genre Analysis 191

2.2 Appraisal Theory 197

3．Methodology and Data 206

3.1 Methodology 206

3.2 Data Collection 211

4．Data Analysis and Research Findings 212

4.1 Situational Analysis of TAs 212

4.2 Structural Interpretation of English Print TAs 216

4.3 Appraisal Analysis of English TAs 241

5．Conclusions and Im plications 258

5.1 Conclusions 258

5.2 Implications for Writing TAs 260

Bibliography 261