Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
6
Tableofcontents
ChapterTwo
PolitenessTheoryintheanalysisofadvertisements
2.1.Introduction....................................................69
2.2.BrownandLevinson’smodel......................................70
2.3.Refectionsonpoliteness,faceandtheapplicabilityofthemodel.......75
2.4.Modelingtheselectedaspectsofface...............................78
2.5.Content-analysis-basedillustration.................................80
2.6.Tetheoreticalbasisofthestudydesign............................87
2.6.1.Tematerialsandthesubjects..................................89
2.6.2.Tequestionnaireconstruction.................................90
2.7.Tequalitativeinvestigation.......................................94
2.7.1.TePolishresponses..........................................94
2.7.2.TeBritishresponses..........................................105
2.7.3.TeChineseresponses........................................110
2.8.Tesurvey-basedinterculturalcomparison..........................115
ChapterThree
Thenewperspectives
3.1.Introduction....................................................124
3.2.Salientmeaningsinadvertisements................................125
3.2.1.GradedSalienceHypothesis-anoverview.......................125
3.2.2.Staticanddynamicattributesofsalience.........................129
3.2.3.Salienceasthefeatureoflinguisticandextra-linguisticunits........138
3.2.3.1.Teexploitationoffont.....................................139
3.2.3.2.Pictorialmetonymy........................................146
3.2.3.3.Visualisationsofidiomaticmeanings.........................151
3.2.3.4.Visualsdirectingtheinterpretation..........................155
3.2.3.5.Summary.................................................159
3.2.4.Optimalinnovationinpressadvertisements......................160
3.2.4.1.Studydesignandelicitationmethod..........................161
3.2.4.2.Gaugingthelevelofinnovativeness..........................162
3.2.4.3.Measuringtheattractivenessofinnovation....................163
3.2.4.4.Discussionoftheresults....................................164
3.2.5.Salienceinadvertising:thenewterritory.........................167
3.3.DynamicNatureofContext.......................................172
3.3.1.DynamicModelofMeaning-anoverview.......................173
3.3.2.Teperspectiveofthesenderandtherecipient...................179
3.3.2.1.Reconstructionofthecreativeprocess........................180
3.3.2.2.Predictingtheviewers’reactions.............................185
3.3.2.3.Peculiaritiesofthelow-involvementprocessingofcommercialmes-
sages.....................................................187
