總序 前言 Abbreviations Chapter 1 Introduction to Media Promotional Discourse Studies 1.1 Research Background 1.2 Institutional Discourses 1.2.1 The research scope of institutional discourses 1.2.2 Studies of institutional media discourses 1.3 Studies of Promotional Discourses 1.4 Studies of Medical Discourses 1.5 Rationale for Medical Promotional Discourse Studies 1.6 The Main Content of the Book 1.7 Summary Chapter 2 Cognitive Linguistics and Cognitive Grammar 2.1 Development of Cognitive Linguistics 2.2 Semantic Studies of Cognitive Linguistics 2.3 Cognitive Studies of Media Discourses 2.4 Studies of Cognitive Grammar 2.5 Word Grammar 2.5.1 PoV grammar in cognitive linguistics 2.5.2 Force dynamics in word grammar 2.5.3 Grounding grammar 2.6 Summary Chapter 3 Contrastive Discourse Research and Design 3.1 Contrastive Discourse Studies 3.2 Contrastive Linguistic Studies on Media Discourses 3.3 Contrastive Studies on Cognition Construction 3.4 Contrastive Discourse Research Design 3.5 Summary Chapter 4 Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines 4.1 Introduction 4.2 Data for Metonymic PoV Studies 4.2.1 Data 4.2.2 Research method 4.2.3 Analytical procedure 4.3 Metonymy as a Lexical Unit in Cognitive Grammar 4.3.1 Definitions on metonymy 4.3.2 Classification of metonymy 4.4 Metonymy Identification and Classification from the Data 4.5 Metonymic PoV Grammar in Promotional Discourses of Anti-Cancer Medicines 4.5.1 X2Y4Z4 and X2Y4Z3 viewpoints 4.5.2 X4Y2Z4 and X4Y2Z3 viewpoints 4.5.3 X1Y4Z3 viewpoint 4.6 Cross-cultural Differences of Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines 4.7 Summary Chapter 5 Force Dynamics in Promotional Discourses of Online Treatments 5.1 Introduction 5.2 Data for Force Dynamics Studies 5.3 Cognitive Frame in Discourse Studies 5.3.1 Cognitive frame
5.3.2 Identification of move structure 5.4 Force Dynamics in Cognitive Frame 5.4.1 Steady-state force-dynamic patterns 5.4.2 Shift-in-state force-dynamic patterns 5.4.3 Secondary steady-state force-dynamic patterns 5.5 Force Dynamics in Promotional Discourses of Online Treatments 5.5.1 Analysis of force-dynamic elements in Chinese discourses 5.5.2 Analysis of force-dynamic elements in English discourses 5.6 Cross-cultural Differences of Force Dynamics in Promotional Discourses of Online Treatments 5.7 Summary Chapter 6 Grounding Grammar in Promotional Discourses of Medical Treatment Appliances 6.1 Introduction 6.2 Data for Modal Verb Grounding Grammar Studies 6.3 Modal Verbs in Discourses 6.3.1 Modal verbs and their studies 6.3.2 Classification of modal verbs 6.4 Modal Verbs in Promotional Discourses of MDPNs 6.4.1 Modal grounding analysis of English discourses 6.4.2 Modal grounding analysis of Chinese discourses 6.5 Contrastive Differences of Grounding Grammar in Promotional Discourses of Medical Devices 6.6 Summary Chapter 7 Cross-cultural Comparison of Cognitive Grammar in Medical Promotional Discourses 7.1 Cross-linguistic Variations in Cognitive Grammar 7.2 Reasons behind the Misunderstanding of Cognitive Grammar in Cross-linguistic and Cross-cultural Communication 7.2.1 Commercial and communicative factors 7.2.2 Cultural and social factors 7.2.3 Cognitive factors 7.3 Cognitive Grammar and Language Evaluation and Position 7.4 Cognitive Problems and Marketing Promotional Discourse Improvement 7.4.1 The cognitive problems in cross-cultural communication 7.4.2 Discourses enhancement and improvement 7.5 Summary References
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