广告作为一种特殊的交际形式不仅能对消费者的观念、态度及行为产生一定影响，作为一种文化载体，它还会在某种程度上反映人们社会文化价值观的取向及变化趋势。近年来，越来越多的学者把广告作为语言、文化及社会学领域里的重要研究对象。本论文集摘选了四篇优秀的硕士论文，分别采用互文性理论、关联理论、性别研究理论及体裁分析理论等，从不同角度多方位地对英语广告交际语言进行了尝试性研究。该书可供各大专院校作为教材使用，也可供从事相关工作的人员作为参考用书使用。

导言

A Study of Intertextuality in English Print Advertisements

 1. Introduction

1.1 Purpose of the Research

1.2 Data Collection and Research Methodology

 2. Literature Review

2.1 Historical Overview of Theories on Intertextuality

2.2 Previous Studies on Intertextuality in Advertising

2.3 Basic Notions of Advertising

2.4 Basic Notions of Intertextuality in Advertisements

 3. Case Analysis: Intertextuality in Print Advertisements

3.1 Forms and Functions of Intertextuality in Print Advertisements

3.2 Discussion

 4. Conclusion

 Bibliography

A Study of English Print Advertising Communication from the Perspective of Relevance Theory

 1. Introduction

1.1 Purpose of the Research

1.2 Significance of the Research

1.3 Research Methodology and Data Collection

 2. Literature Review: Relevance-Tbeoretical Research in Advertising Communication

2.1 An Overview of Relevance Theory

2.2 Relevance Theory-Based Research in Advertising Communication

 3. Ad Headlines as Ostensive Stimuli and Relevance Optimizers

3.1 Basic Notions of Relevance

3.2 Advertisement Headlines as Ostensive Stimuli

3.3 Advertisement Headlines as Relevance Optimizers

 4. Advertising Communication and Inferences

4.1 Ostensive-Inferential Communication

4.2 Informative and Communicative Intentions in Advertising

4.3 Overt Advertising Communication

4.4 Covert Advertising Communication

4.5 Inferences in Advertising

 5. Conclusion

5.1 Summary

5.2 Limitations and Suggestions

 Bibliography

Sex Roles in Magazine Advertisements -- A Comparison between Ads for Chinese Domestic Companies and for Sino-US Joint Ventures

 1. Introduction

1.1 Subject and Purpose of the Study

1.2 Rationale

 2. Theoretical Framework

2.1 Cultural Values and Sex Roles

2.2 Concept of Advertising

2.3 Previous Studies on Sex-Role Portrayal in Advertisements

 3. Hypotheses and Methodology

3.1 Hypothesis Generation

3.2 Introduction of Content Analysis

3.3 Sample Collection

3.4 Coding Procedure

 4. Results and Hypothesis Testing

4.1 Hypothesis 1 and 2

4.2 Hypothesis 3

4.3 Hypothesis 4

 5. Conclusions

5.1 Discussions

5.2 Implications

5.3 Limitation and Recommendations for Future Study

 6. Appendixes

 Bibliography

A Genre-Based Analysis of English Print Tourism Advertisements

 1. Introduction

1.1 The Importance of Tourism Advertisements

1.2 Objectives of the Research

 2. Literature Review

2.1 Genre and Genre Analysis

2.2 Appraisal Theory

 3. Methodology and Data

3.1 Methodology

3.2 Data Collection

 4. Data Analysis and Research Findings

4.1 Situational Analysis of TAs

4.2 Structural Interpretation of English Print TAs

4.3 Appraisal Analysis of English TAs

 5. Conclusions and Implications

5.1 Conclusions

5.2 Implications for Writing TAs

Bibliography