Part Ⅰ Introduction 3
Chapter 1 Introduction 3
1.1 Introducing the Field 3
1.1.1 What Is Interactional Metadiscourse? 3
1.1.2 Why Advertising Discourse? 4
1.2 The Motivation of the Study 6
1.3 The Methodology of the Book 7
1.3.1 The Readership of the Book 7
1.3.2 The Perspectives of the Study 8
1.3.3 Methods and Corpus of the Book 13
1.4 Terminology and Notation 14
1.5 The Organization of the Book 19
References 20
Part Ⅱ Theoretical Foundations 25
Chapter 2 Advertising and Advertising Discourse 25
2.1 Notions of Advertising 25
2.2 Advertising—Publicity Model of Communication 26
2.3 Advertising Appeals 29
2.3.1 A Popular Account 29
2.3.2 Social Scientific Findings 33
2.4 Types of Ads 40
2.4.1 Bernstein's Distinction:Reason and Tickle 40
2.4.2 Cook's Accounts 43
2.4.3 Puto and Well's Classification 47
2.4.4 Yoo and MacInnis'Account 49
2.4.5 Popular Classifications 49
2.5 Advertising Texts in This Book 53
2.5.1 Broad Sense of Advertising Discourse 53
2.5.2 Virtual Information Texts and Presentative Information Texts 56
2.5.3 Sample Texts in This Book 60
2.6 Summary 62
References 63
Chapter 3 Metadiscourse and Interactional Metadiscourse 67
3.1 Notions of Metadiscourse 67
3.1.1 Understanding Metadiscourse 67
3.1.2 A New Definition of Metadiscourse 72
3.1.3 Studies on Metadiscourse in Applied Linguistics 76
3.2 Studies on Interactional Metadiscourse 86
3.2.1 Notion of Interactional Metadiscourse 87
3.2.2 Categorizations of Interactional Metadiscourse 87
3.2.3 Uses of Interactional Metadiscourse 95
3.3 Lexical-grammatical Realizations of Interactional Metadiscourse 106
3.3.1 Realizations of Hedges 107
3.3.2 Realizations of Boosters 108
3.3.3 Realizations of Attitude Markers 109
3.3.4 Realizations of Self-mentions 110
3.3.5 Realizations of Reader-inclusive Pronouns 110
3.3.6 Forms of Questions 111
3.3.7 Form of Directives 112
3.4 Summary 113
References 113
Chapter 4 Persuasive Appeals of Interaction Metadiscourse in Advertising Discourse 125
4.1 Notions of Persuasion 125
4.1.1 Definitions of Persuasion 126
4.1.2 The Four Components of Persuasion 128
4.1.3 Persuasion as A Dialogic Process 131
4.2 Routes to Persuasion 132
4.2.1 Humanistic Approach to Persuasion 134
4.2.2 Social Scientific Approach to Persuasion 139
4.3 Uses of Interactional Metadiscourse and Persuasion 146
4.3.1 The Dialogic Nature of Texts 148
4.3.2 Interactional Metadiscourse and Rhetoric Effect 151
4.3.3 Interactional Metadiscourse in Advertising Discourse 154
4.4 An Analytical Framework of Persuasive Appeals of Interaction Metadiscourse 160
4.4.1 Self-mentions and Reader-mentions 161
4.4.2 Evaluatives and Evidentials 167
4.4.3 Questions and Directives 170
4.5 Summary 171
References 173
Part Ⅲ Interactional Metadiscourse Resources in Advertising Texts 181
Chapter 5 Product Ads 181
5.1 Introduction 181
5.2 Emotion-based Ads 183
5.3 Ads of Durable Goods 185
5.3.1 Self-mentions Use 186
5.3.2 Reader-mentions Use 187
5.3.3 Attitude Markers Use 188
5.3.4 Directives 189
5.4 Ads of Non-durable Goods 190
5.4.1 Single-features Uses 191
5.4.2 Multiple-features Uses 194
5.4.3 Radio Ads of Daily Necessities 197
5.5 Summary 203
References 204
Chapter 6 Service Ads 205
6.1 Introduction 205
6.2 Daily Life Service Ads 205
6.2.1 Fixing and Repairing 207
6.2.2 House Chores Ads 214
6.2.3 Finance Ads 220
6.2.4 Other Services 221
6.3 Travel/Tourism Ads 226
6.3.1 Transportation Ads 228
6.3.2 Hospitality Ads 231
6.3.3 Entertainment Ads 235
6.4 Education/Training Ads 245
6.5 Summary 249
References 249
Chapter 7 Institution Ads 251
7.1 Introduction 251
7.2 University/College Ads 253
7.2.1 Famous University Ads 255
7.2.2 Community College Ads 266
7.3 Company Ads 272
7.3.1 Large-scale Enterprises Ads 274
7.3.2 Micro，Small and Medium Enterprises Ads 282
7.4 Summary 294
References 295
Chapter 8 Public Service Ads 296
8.1 Introduction 296
8.1.1 PSAs:A Form of Social Marketing 296
8.1.2 Help-self PSAs and Help-others PSAs 299
8.1.3 Persuasive Appeals of PSAs 299
8.1.4 PSAs in This Chapter 302
8.2 Health/Medicine Ads 303
8.3 Children/Disabled/Patients/The Elderly Care Ads 310
8.4 Environmental Protection Ads 314
8.5 Other Issue Ads 322
8.6 Summary 325
References 326
Chapter 9 Conclusions 328
9.1 Major Conclusions and Contributions of This Book 328
9.2 Implications for Reading and Writing 330
9.3 Limitations and Future Research 332
References 338