本书是对《认知语义学视角下的跨文化商务传媒语篇研究》的补充，基于认知科学视域和跨文化语言对比视角，将实证研究数据和认知模型相结合深入探讨和分析跨文化语篇中语用和认知构建。本书以认知语法为切入点，基于构式语法和词法的实证分析，诠释不同文化和语系的医疗推广语篇中转喻视点语法、语步结构中的力动态语法和情态动词的情景人场语法的意义识解和认知模型，旨在揭示英汉医疗推广语篇中跨文化认知语言差异，助力跨文化商务交际、企业出海和产品国际市场化的推广。
本书可供应用语言学、认知科学、大众传媒和商务英语专业的学者、从事产品推广和语篇制作的专业人士阅读和参考。

杨文慧，1968年生于四川广元旺苍，香港浸会大学语言哲学博士。广东外语外贸大学教授，硕士生导师，国际学院副院长。教育部出国留学人员培训部教指委秘书长。专攻跨文化商务交际、话语（语篇）分析、语用学、应用翻译学等。主持和参与多项教育部人文社科、国家社科和省级科研项目。出版著作5部，在国内外学术期刊发表论文40余篇。

总序
前言
Abbreviations
Chapter 1 Introduction to Media Promotional Discourse Studies
1.1 Research Background
1.2 Institutional Discourses
1.2.1 The research scope of institutional discourses
1.2.2 Studies of institutional media discourses
1.3 Studies of Promotional Discourses
1.4 Studies of Medical Discourses
1.5 Rationale for Medical Promotional Discourse Studies
1.6 The Main Content of the Book
1.7 Summary
Chapter 2 Cognitive Linguistics and Cognitive Grammar
2.1 Development of Cognitive Linguistics
2.2 Semantic Studies of Cognitive Linguistics
2.3 Cognitive Studies of Media Discourses
2.4 Studies of Cognitive Grammar
2.5 Word Grammar
2.5.1 PoV grammar in cognitive linguistics
2.5.2 Force dynamics in word grammar
2.5.3 Grounding grammar
2.6 Summary
Chapter 3 Contrastive Discourse Research and Design
3.1 Contrastive Discourse Studies
3.2 Contrastive Linguistic Studies on Media Discourses
3.3 Contrastive Studies on Cognition Construction
3.4 Contrastive Discourse Research Design
3.5 Summary
Chapter 4 Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines
4.1 Introduction
4.2 Data for Metonymic PoV Studies
4.2.1 Data
4.2.2 Research method
4.2.3 Analytical procedure
4.3 Metonymy as a Lexical Unit in Cognitive Grammar
4.3.1 Definitions on metonymy
4.3.2 Classification of metonymy
4.4 Metonymy Identification and Classification from the Data
4.5 Metonymic PoV Grammar in Promotional Discourses of Anti-Cancer Medicines
4.5.1 X2Y4Z4 and X2Y4Z3 viewpoints
4.5.2 X4Y2Z4 and X4Y2Z3 viewpoints
4.5.3 X1Y4Z3 viewpoint
4.6 Cross-cultural Differences of Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines
4.7 Summary
Chapter 5 Force Dynamics in Promotional Discourses of Online Treatments
5.1 Introduction
5.2 Data for Force Dynamics Studies
5.3 Cognitive Frame in Discourse Studies
5.3.1 Cognitive frame
5.3.2 Identification of move structure
5.4 Force Dynamics in Cognitive Frame
5.4.1 Steady-state force-dynamic patterns
5.4.2 Shift-in-state force-dynamic patterns
5.4.3 Secondary steady-state force-dynamic patterns
5.5 Force Dynamics in Promotional Discourses of Online Treatments
5.5.1 Analysis of force-dynamic elements in Chinese discourses
5.5.2 Analysis of force-dynamic elements in English discourses
5.6 Cross-cultural Differences of Force Dynamics in Promotional Discourses of Online Treatments
5.7 Summary
Chapter 6 Grounding Grammar in Promotional Discourses of Medical Treatment Appliances
6.1 Introduction
6.2 Data for Modal Verb Grounding Grammar Studies
6.3 Modal Verbs in Discourses
6.3.1 Modal verbs and their studies
6.3.2 Classification of modal verbs
6.4 Modal Verbs in Promotional Discourses of MDPNs
6.4.1 Modal grounding analysis of English discourses
6.4.2 Modal grounding analysis of Chinese discourses
6.5 Contrastive Differences of Grounding Grammar in Promotional Discourses of Medical Devices
6.6 Summary
Chapter 7 Cross-cultural Comparison of Cognitive Grammar in Medical Promotional Discourses
7.1 Cross-linguistic Variations in Cognitive Grammar
7.2 Reasons behind the Misunderstanding of Cognitive Grammar in Cross-linguistic and Cross-cultural Communication
7.2.1 Commercial and communicative factors
7.2.2 Cultural and social factors
7.2.3 Cognitive factors
7.3 Cognitive Grammar and Language Evaluation and Position
7.4 Cognitive Problems and Marketing Promotional Discourse Improvement
7.4.1 The cognitive problems in cross-cultural communication
7.4.2 Discourses enhancement and improvement
7.5 Summary
References