Chapter 1:Introduction

1.0 A Glimpse at Two Chinese Advertisements in 1980 and 2002

1.1 Socio-Political Changes in China and the Study of the Advertising Discourses

1.2 Upheavals and Growth in China's Advertising

1.3 Basic Assumptions for the Present Study

1.4 Organization of the Study

Chapter 2:Literature Review

2.0 Introduction

2.1 Discourse Analysis:Where Are We Going?

2.1.1 Moving from the Textual Space to the Socio-Critical Space

2.1.2 Moving from Monomodality to Multimodality

2.1.3 Discourse Studies in China:An Overview

2.2 The Emergence and Development of Critical Discourse Analysis

2.2.1 CDA:An Introduction

2.2.2 Different CDA Models

2.2.3 CDA Studies in Contemporary China

2.3 Studies on the Advertising Discourse

2.3.1 Advertising Discourse within the Textual Space

2.3.2 Advertising Discourse within the Socio-Cultural Space

2.4 Summary of the Literature Review and Significance of the Present Study

Chapter 3:Analytical Framework and Research Methodologies

3.0 Introduction

3.1 Research Aims and Research Questions

3.2 The Analytical Framework

3.2.1 Fairclough's Three-Dimensional Conception of Discourse

3.2.2 The Working Model:A Top-down Multi-dimensional Approach to the Changing Advertising Discourses

3.3 Research Methods

3.4 Sampling

3.4.1 Rationale behind the Sample Selection

3.4.2 Sampling Methods

3.5 Summary

Chapter 4:Changes in Macro Ideologies and Variations in Institutional Ideologies

4.0 Introduction

4.1 Macro Ideologies in Two Distinctively Different Years

4.1.1 1980:Primarily a Danwei-Dominated Society

4.1.2 2002:A Strong Growth of Individual Consumerism in Urban China

4.2 Histories and Institutional Ideologies of Yangcheng and Nanfang

4.2.1 Variations in the Institutional Ideologies in 1980

4.2.2 Variations in the Institutional Ideologies in 2002

4.3 Summary

Chapter 5:Changing Advertising Topics

5.0 Introduction

5.1 Overview of the Changing Advertising Topics:Danwei versus Individual Consumption

5.2 1980:Danwei-dominated Advertising Discourses in the Pre-marketization Era

5.3 2002:Individual Consumption-Dominated Advertising Discourses

5.4 1980:Variations in the Advertising Topics in Yangcheng and Nanfang

5.5 2002:Variations in the Advertising Topics in Yangcheng and Nanfang

5.6 Summary

Chapter 6:Dimension Two—Changing Value Appeals

6.0 Introduction

6.1 Overview of the Changing Value Appeals

6.2 1980:Imbalance in Utilitarian and Hedonistic Values

6.2.1 1980:Dominance in Utilitarian Value Appeals

6.2.2 1980:Rarity in Hedonistic Value Appeals

6.3 2002:Hybridization of Utilitarian and Hedonistic Values

6.3.1 2002:Importance in Utilitarian Value Appeals

6.3.2 2002:Importance in Hedonistic Value Appeals

6.4 1980:Variations in the Value Appeals in Yangcheng and Nanfang

6.5 2002:Variations in the Value Appeals in Yangcheng and Nanfang

6.6 Summary

Chapter 7:Changing Visual Images

7.0 Introduction

7.1 Overview of the Changing Visual Images

7.2 1980:Dominance in Factual-only Visual Images

7.3 2002:Factual+More Experiential Visual Images

7.3.1 2002:Predominance in Using Experiential Visual Images

7.3.2 2002:Scarcity in Factual-only Visual Images

7.4 1980:Variations in the Visual Images between Yangcheng and Nanfang

7.5 2002:Variations in the Visual Images between Yangcheng and Nanfang

7.6 Summary

Chapter 8:Changing Verbal Elements

8.0 Introduction

8.1 Overview of the Changing Move Structures

8.2 Similarity in the Obligatory Move Structures

8.3 2002 versus 1980:More Persuasive Optional Move Structures

8.4 1980:Variations in the Move Structures between Yangcheng and Nanfang

8.5 2002:Variations in the Move Structures between Yangcheng and Nanfang

8.6 Summary

Chapter 9:Conclusion and Discussions

9.1 Conclusion

9.1.1 Main Findings and Implications:Danwei versus Individual Consumption Dominated Advertising Discourses In 1980 and 2002

9.1.2 Supplementary Findings and Implications:Multi-dimensional Discourse Variations between Yangcheng and Nanfang

9.2 Discussion

9.2.1 Hybridity of Ideologies and Discourses in 1980 and 2002

9.2.2 Dialectical Relationship between Ideologies and Their Discourses

9.2.3 Suggestions for Further Development in CDA

9.2.4 Suggestions for Further Research in Advertising Discourses

English References

Chinese References

List of Archived Documents