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认知语法视角下的医疗推广语篇对比研究:from the perspective of cognitive grammar

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库存91件

上海黄浦

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作者杨文慧著

出版社科学出版社

ISBN9787030781703

出版时间2024-03

装帧平装

开本其他

定价118元

货号15700949

上书时间2024-05-12

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Contents

总序

前言

Abbreviations

Chapter 1  Introduction to Media Promotional Discourse Studies  1

1.1  Research Background  2

1.2  Institutional Discourses  6

1.2.1  The research scope of institutional discourses  8

1.2.2  Studies of institutional media discourses  11

1.3  Studies of Promotional Discourses  13

1.4  Studies of Medical Discourses  16

1.5  Rationale for Medical Promotional Discourse Studies  18

1.6  The Main Content of the Book  21

1.7  Summary  22

Chapter 2  Cognitive Linguistics and Cognitive Grammar  23

2.1  Development of Cognitive Linguistics  23

2.2  Semantic Studies of Cognitive Linguistics  27

2.3  Cognitive Studies of Media Discourses  29

2.4  Studies of Cognitive Grammar  31

2.5  Word Grammar  34

2.5.1  PoV grammar in cognitive linguistics  36

2.5.2  Force dynamics in word grammar  42

2.5.3  Grounding grammar  44

2.6  Summary  48

Chapter 3  Contrastive Discourse Research and Design  50

3.1  Contrastive Discourse Studies  50

3.2  Contrastive Linguistic Studies on Media Discourses  55

3.3  Contrastive Studies on Cognition Construction  58

3.4  Contrastive Discourse Research Design  60

3.5  Summary  62

Chapter 4  Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines  63

4.1  Introduction  63

4.2  Data for Metonymic PoV Studies  64

4.2.1  Data  64

4.2.2  Research method  65

4.2.3  Analytical procedure  66

4.3  Metonymy as a Lexical Unit in Cognitive Grammar  67

4.3.1  Definitions on metonymy  69

4.3.2  Classification of metonymy  71

4.4  Metonymy Identification and Classification from the Data  77

4.5  Metonymic PoV Grammar in Promotional Discourses of Anti-Cancer Medicines  79

4.5.1  X2Y4Z4 and X2Y4Z3 viewpoints  80

4.5.2  X4Y2Z4 and X4Y2Z3 viewpoints  85

4.5.3  X1Y4Z3 viewpoint  89

4.6  Cross-cultural Differences of Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines  93

4.7  Summary  96

Chapter 5  Force Dynamics in Promotional Discourses of Online Treatments  97

5.1  Introduction  97

5.2  Data for Force Dynamics Studies  98

5.3  Cognitive Frame in Discourse Studies  100

5.3.1  Cognitive frame  100

5.3.2  Identification of move structure  102

5.4  Force Dynamics in Cognitive Frame  108

5.4.1  Steady-state force-dynamic patterns  108

5.4.2  Shift-in-state force-dynamic patterns  110

5.4.3  Secondary steady-state force-dynamic patterns  111

5.5  Force Dynamics in Promotional Discourses of Online Treatments  112

5.5.1  Analysis of force-dynamic elements in Chinese discourses  113

5.5.2  Analysis of force-dynamic elements in English discourses  120

5.6  Cross-cultural Differences of Force Dynamics in Promotional Discourses of Online Treatments  126

5.7  Summary  131

Chapter 6  Grounding Grammar in Promotional Discourses of Medical Treatment Appliances  133

6.1  Introduction  134

6.2  Data for Modal Verb Grounding Grammar Studies  134

6.3  Modal Verbs in Discourses  136

6.3.1  Modal verbs and their studies  136

6.3.2  Classification of modal verbs  138

6.4  Modal Verbs in Promotional Discourses of MDPNs  145

6.4.1  Modal grounding analysis of English discourses  145

6.4.2  Modal grounding analysis of Chinese discourses  154

6.5  Contrastive Differences of Grounding Grammar in Promotional Discourses of Medical Devices  162

6.6  Summary  167

Chapter 7  Cross-cultural Comparison of Cognitive Grammar in Medical Promotional Discourses  168

7.1  Cross-linguistic Variations in Cognitive Grammar  168

7.2  Reasons behind the Misunderstanding of Cognitive Grammar in Cross-linguistic and Cross-cultural Communication  173

7.2.1  Commercial and communicative factors  173

7.2.2  Cultural and social factors  175

7.2.3  Cognitive factors  177

7.3  Cognitive Grammar and Language Evaluation and Position  185

7.4  Cognitive Problems and Marketing Promotional Discourse Improvement  188

7.4.1  The cognitive problems in cross-cultural communication  191

7.4.2  Discourses enhancement and improvement  194

7.5  Summary  198

References  200

内容摘要
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入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。

精彩内容
   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入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。