Introduction

1．Present situation

2．Objectives of this study

2.1 To take deviation of advertising English as a point of breakthrough

2.2 To make a cognitive and systemic-functional analysis of deviation

2.3 To provide a fresh definition and categorization of deviation

3．Research Methodology

3.1 A functional approach to deviation

3.2 Combination of semiotic and linguistic approaches

4．Structures of this dissertation

Chapter 1 Previous Studies Concerning Deviation

1.1 Introduction

1.2 Theoretical studies on deviation

1.2.1 Russian formalists'defamiliarization

1.2.2 The Prague School's foregrounding

1.2.3 Jokobson's poetic function

1.2.4 Halliday's motivated prominence

1.3 Practical studies on deviation

1.3.1 Deviation as a departure from the norm

1.3.2 Deviation including repetition

1.3.3 Deviation:external and internal

1.4 Summary:deviation in previous studies

Chapter 2 Deviation in Advertising Language:Previous studies and evaluations

2.1 Introduction

2.2 Evaluation of previous studies on advertising language

2.2.1 Studies with semiotic approach

2.2.2 Studies with linguistic approach

2.2.3 Studies with the combination of semiotic and linguistic approaches

2.3 Achievements made in studies of deviation in advertising English

2.3.1 Deviations at various linguistic levels

2.3.2 Deviations in textual structures

2.3.3 Deviating from internal norm(repetition)

2.4 Summary

Chapter 3 Definition of Deviation and its Theoretical Support

3.1 Introduction

3.2 Definition of deviation

3.3 Theoretical support from cognitive linguistics

3.3.1 'defeating the receiver's expectations'

3.3.1.1 Formation of expectations:schema theory

3.3.1.2 Process of integrating new information

3.3.1.3 Defeating expectations

3.3.2 'irregular linguistic feature and textual structure'

3.3.2.1 Entrenchment of cognitive units

3.3.2.2 Activation of entrenched cognitive units

3.3.3 'foregrounding and/or enriching meanings of discourse'

3.3.3.1 Profiling

3.3.3.2 Semantic mapping

3.4 Theoretical support from systemic-functional linguistics

3.4.1 'choice'

3.4.1.1 Choices in meaning potential

3.4.1.2 Choices in lexicogrammatical and phonological features

3.4.2 'motivated by certain communicative function(s)'

3.5 Summary

Chapter 4 Deviation and Advertising

4.1 Introduction

4.2 Purposes of advertising discourse and functions of deviation

4.2.1 Attention-catching

4.2.2 Interest-arousing

4.2.3 Memory-sustaining

4.2.4 Action-driving

4.3 Features of advertising discourse and conditions of deviation

4.3.1 Medium and virtual context of situation

4.3.1.1 Medium with pictures only

4.3.1.2 Medium with sounds only

4.3.1.3 Medium with both pictures and sounds

4.3.2 Market analysis and potential consumers

4.4 Summary

Chapter 5 Categorization of deviation in advertising

5.1 Introduction

5.2 Qualitative norms/deviations and quantitative norms/deviations

5.2.1 Distinction between qualitative norms and quantitative norms

5.2.2 Qualitative norms of language

5.2.3 Quantitative norms of genres and registers

5.2.3.1 Quantitative norms of genres

5.2.3.2 Quantitative norms of registers

5.2.4 Qualitative deviation and quantitative deviation

5.3 External deviation

5.3.1 Qualitative deviation:deviating from qualitative norms of language

5.3.1.1 Deviating from qualitative norms of language meanings

5.3.1.2 Deviating from qualitative norms of language structure

5.3.2 Quantitative deviation

5.3.2.1 Deviating from generic norms of advertising

5.3.2.2 Deviating from norms of different registers in advertising

5.3.2.3 Deviating from the quantitative norms of register features of advertising

5.4 Internal deviation:quantitative deviations within one advertisement

5.5 Summary

Chapter 6 Process of producing deviation:choices motivated by functions

6.1 Introduction

6.2 Process of generating a normal advertising discourse

6.2.1 Instantiation:Choices in meaning potential

6.2.2 Realization:Choices at the lexicogrammatical and phonological/graphological levels

6.3 Process of producing deviation

6.3.1 Establishment of virtual context of situation

6.3.2 Step 1:Producing quantitative deviation in the process of instantiation

6.3.2.1 Quantitative deviation from GSP of advertising

6.3.2.2 Changing of choice in meaning potential of registers involved in advertising

6.3.3 Step 2:Producing quantitative deviation in the process of realization

6.3.4 Step 3:Producing qualitative deviation in the process of realization

6.3.4.1 Qualitative deviation motivated by the changing of ideational function

6.3.4.2 Qualitative deviation motivated by the changing of interpersonal and textual functions

6.3.5 Step 4:Producing internal deviation

6.4 Analysis of deviation in advertising discourse:two examples

6.5 Summary

Chapter 7 Conclusion

7.1 General conclusion

7.2 Implications of the current research

7.2.1 Concentration on deviation in advertising English

7.2.2 Integration of cognitive,contextual,and functional dimensions

7.2.3 Definition of deviation based on both cognitive and systemic-functional theories

7.2.4 Combination of both semiotic(sound and pictures)and linguistic approaches

7.2.5 An analytical theory on the process of deviation production in advertising

7.3 Limitations of this research

Bibliograhpy