本书是对《认知语义学视角下的跨文化商务传媒语篇研究》的补充，基于认知科学视域和跨文化语言对比视角，将实证研究数据和认知模型相结合深入探讨和分析跨文化语篇中语用和认知构建。本书以认知语法为切入点，基于构式语法和词法的实证分析，诠释不同文化和语系的商务推广语篇中转喻视点语法、语步结构中力动态语法和情态动词的情景入场语法的意义识解和认知模型，旨在揭示英汉商务推广语篇中跨文化认知语言差异，助力跨文化商务交际、企业出海和产品国际市场化的推广。
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2014教育部人文社会科学重点研究基地重大项目：跨文化“社会话语”的认知构建与实证研究(14JJD740011)，主持人
Contents
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
Chapter 3 Contrastive Discourse Research and Design 50
3.1 Contrastive Discourse Studies 50
3.2 Contrastive Linguistic Studies on Media Discourses 55
3.3 Contrastive Studies on Cognition Construction 58
3.4 Contrastive Discourse Research Design 60
3.5 Summary 62
Chapter 4 Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines 63
4.1 Introduction 63
4.2 Data for Metonymic PoV Studies 64
4.2.1 Data 64
4.2.2 Research method 65
4.2.3 Analytical procedure 66
4.3 Metonymy as a Lexical Unit in Cognitive Grammar 67
4.3.1 Definitions on metonymy 69
4.3.2 Classification of metonymy 71
4.4 Metonymy Identification and Classification from the Data 77
4.5 Metonymic PoV Grammar in Promotional Discourses of Anti-Cancer Medicines 79
4.5.1 X2Y4Z4 and X2Y4Z3 viewpoints 80
4.5.2 X4Y2Z4 and X4Y2Z3 viewpoints 85
4.5.3 X1Y4Z3 viewpoint 89
4.6 Cross-cultural Differences of Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines 93
4.7 Summary 96
Chapter 5 Force Dynamics in Promotional Discourses of Online Treatments 97
5.1 Introduction 97
5.2 Data for Force Dynamics Studies 98
5.3 Cognitive Frame in Discourse Studies 100
5.3.1 Cognitive frame 100
5.3.2 Identification of move structure 102
5.4 Force Dynamics in Cognitive Frame 108
5.4.1 Steady-state force-dynamic patterns 108
5.4.2 Shift-in-state force-dynamic patterns 110
5.4.3 Secondary steady-state force-dynamic patterns 111
5.5 Force Dynamics in Promotional Discourses of Online Treatments 112
5.5.1 Analysis of force-dynamic elements in Chinese discourses 113
5.5.2 Analysis of force-dynamic elements in English discourses 120
5.6 Cross-cultural Differences of Force Dynamics in Promotional Discourses of Online Treatments 126
5.7 Summary 131
Chapter 6 Grounding Grammar in Promotional Discourses of Medical Treatment Appliances 133
6.1 Introduction 134
6.2 Data for Modal Verb Grounding Grammar Studies 134
6.3 Modal Verbs in Discourses 136
6.3.1 Modal verbs and their studies 136
6.3.2 Classification of modal verbs 138
6.4 Modal Verbs in Promotional Discourses of MDPNs 145
6.4.1 Modal grounding analysis of English discourses 145
6.4.2 Modal grounding analysis of Chinese discourses 154
6.5 Contrastive Differences of Grounding Grammar in Promotional Discourses of Medical Devices 162
6.6 Summary 167
Chapter 7 Cross-cultural Comparison of Cognitive Grammar in Medical Promotional Discourses 168
7.1 Cross-linguistic Variations in Cognitive Grammar 168
7.2 Reasons behind the Misunderstanding of Cognitive Grammar in Cross-linguistic and Cross-cultural Communication 173
7.2.1 Commercial and communicative factors 173
7.2.2 Cultural and social factors 175
7.2.3 Cognitive factors 177
7.3 Cognitive Grammar and Language Evaluation and Position 185
7.4 Cognitive Problems and Marketing Promotional Discourse Improvement 188
7.4.1 The cognitive problems in cross-cultural communication 191
7.4.2 Discourses enhancement and improvement 194
7.5 Summary 198
References 200
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