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
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