Critical Discourse Analysis of Chinese Advertisement: Case Studies of Household Appliance Advertisements from 1981 to 1996 (Paperback)

ABSTRACT INTRODUCTION Chapter 1 The Context of Chinese Advertising Development before and after 1978 1.1 Chinese Advertising before 1978 1.2 Chinese Advertising after 1978 1.2.1 Phase One - recovery (1979-1981) 1.2.2 Phase Two - early growth (1981-1991) 1.2.3 Phase Three - rapid development (1992-2002) 1.2.4 Phase Four - full development (2002- present) 1.3 Household appliance development and its advertising Chapter 2 Review of the Literature 2.1 Brief Review of Language Studies of Chinese Advertising 2.2 Approaches to the Language of Advertising in China 2.2.1 Description of the language of advertising 2.2.2 Rhetorical analysis of advertising 2.2.3 The production of the language of advertising 2.3 Notions of Ideology 2.3.1 Karl Marx's concept of ideology 2.3.2 Antonio Gramsci's view of ideology 2.3.3 Louis Althusser's concept of Ideology 2.3.4 The ideology of John B. Thompson 2.3.5 Norman Fairclough's perspective on ideology 2.4 Mainstream Ideology in China 2.4.1 The traditional Chinese ideology 2.4.2 Ideology of modern Chinese Society (1919-) 2.4.3 Chinese ideology after 1978 2.4.4 Political situation in China before and after 1978 2.5 Ideology Perpetuated in Advertising 2.6 Comprehension of Ideology in Advertising 2.7 Approaches to Ideology in Advertising 2.8 On Critical Discourse Analysis 2.8.1 Notions of CL and CDA 2.8.2 Taking CDA approach for my research Chapter 3 Methodology and Research Design 3.1 An Overview of the Research Framework 3.2 Research Design and Methods 3.2.1 Visual discourse analysis 3.2.2 Verbal textual analysis 3.2.3 Altheide's qualitative media analysis 3.3 Research Procedure 3.3.1 Documents 3.3.2 Choosing the primary documents (source of data) 3.3.3 Protocol development 3.3.4 Sampling strategies for data collection 3.3.5 Data collection 3.3.6 Data analysis Chapter 4 Analysis of Profiles and Visual Discourse 4.1 Profiles of Advertisements 4.1.1 The advertised products 4.1.2. Contents and ideological work of the advertisements 4.1.2.1 Contents of the three periods 4.1.2.2 Ideological work of the advertisements 4.1.3 Colors of headlines and backgrounds <4.1.3.1 Ideological work of the colors 4.2 Visual Discourse 4.2. 1 Appearance 4.2.1.1 Age, gender, ethnicity 4.2.1.2 Hairstyles 4.2.1.3 Body 4.2.2 Manner in human images 4.2.2.1 Facial expression 4.2.2.2 Eye contact 4.2.2.3 Pose 4.2.3 Clothing 4.2.3.1 Clothing 4.2.3.2 Cloth color 4.2.4 Props and Settings 4.2.4.1 Props 4.2.4.2 Settings Chapter 5 Verbal Discourse Analysis 5.1. Analysis of Vocabulary 5.1.1. Words of experiential values: proper nouns 5.1.2 Words of relational values: personal pronouns 5.1.3. Words of expressive values: nominal groups 5.2 Analysis of Grammar 5.2.1 Grammar of experiential values: transitivity 5.2.2 Grammar of relational values: clausal analysis 5.2.2.1 Declarative modes of advertisements 5.2.2.2 Clauses in the