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Chapter Ⅰ Introduction1

1.1 General Purpose of this Study3

Foreword3

1.2 What Is Advertising？5

Preface6

1.2.1 Definition of Advertising7

Acknowledgements9

1.2.2 Definition of Advertising Language9

1.2.3 Classification of Advertising11

1.2.4 The Fundamental Structure of Print Advertising11

1.2.5 Functions of Advertising12

1.3.1 Some Linguistic Approaches13

1.3 Advertising Language:Previous Studies and Evaluations13

1.3.2 Some Semiotic Approaches22

1.3.3 Some Communication Approaches29

1.4 Focus of the Present study32

1.5 Reasons for Studying the Form and Content of Advertising Language as a Whole34

1.6 Methodology of this Study and Data Collection36

Chapter Ⅱ A"C+A"Model38

2.1 The Link between Communication and Advertising Language Study38

2.2 A Basic Model of the Communication Process39

2.3 The Highlight:Message41

2.3.1 The Definition of Message41

2.3.2 The Role of Message in Advertising43

2.3.3 Two Groups of Messages52

2.3.4 Selected Research Findings on the Two Groups of Messages55

2.3.5 The Problems Posed59

2.4 The Solution:A"C+A"Model64

2.4.1 The Importance of"C"71

2.4.2 The Necessities of"A"72

2.4.3 The Balance of"C"and"A"75

2.5 The Purpose of Advancing the"C+A"Model83

2.6 Several Hypotheses86

2.7 Summary90

3.1 Introduction92

Chapter Ⅲ Message Study92

3.2 Literature Review on Message Study93

3.3 Purpose of this Study100

3.4 Criteria for this study102

3.4.1 Criteria for message classification of"C"and"A"102

3.4.2 Linguistic criteria for the judgement of indirect realizations110

3.5 Methodology123

3.5.1 Ads Analyzed123

3.5.2 Coding and Sampling124

3.6 Results126

3.7 Discussion and Conclusion126

4.1 Introduction139

Chapter Ⅳ Linguistic Realization Study139

4.2 Objectives of this Study140

4.3 Double Grammatical Role:A Pilot Study of Advertising Slogans142

4.3.1 Nominalization154

4.3.2 Adjectivalization163

4.3.3 Verbalization170

4.3.4 Adverbalization171

4.3.5 Afterthoughts on Nominalization,Adjectivalization,Verbalization and Adjectivalization173

4.4 Message Weight176

4.4.1 Two Cases Concerning Message Weight177

4.4.2 Definition of Focus,Message Weight and New Message180

4.4.3 An Empirical Comparative Study on Message Weight and Persuasion190

4.4.4 Summary of Message Weight Study202

4.5 In-depth Case Study205

4.6 Conclusion:Linguistic Realizations Themselves Create"A"or Produce Pseudo"C"213

ChapterV Message Comprehension Study216

5.1 Introduction216

5.1.1 Perspectives on Language Comprehension216

5.1.2 Advertising Comprehension Research218

5.2 An Advertising Verbal Message Comprehension Model for"C+A"227

5.3 Purpose of the Study231

5.4 Research Method233

5.4.1 Subjects233

5.4.2 Materials234

5.4.3 Design and Procedure235

5.5 Results236

5.5.1 "C"and"A"Message Comprehension Study237

5.5.2 Brand Name Processing Study259

5.5.2.1 What's in a Name？259

5.5.2.2 Findings and Analysis266

5.6 Summary and Discussion268

Chapter Ⅵ General Discussion273

6.1 Introduction273

6.2 Sociosemiotic Rationale of the"C+A"Model273

6.3 A Metaphor of the"C+A"Model:The Sun plus Sunlight283

6.4 Major Findings of this Project285

6.4.1 General Trend of"C+A"Framework with Variation in Quantity in"C"and"A"292

6.4.2 The Creation of Extra"A"by Linguistic Realizations297

6.4.3 The Invisible"A"Surrounding"C"300

6.5 Concluding Remarks on Advertising Language Study301

6.5.1 Limitations of this Project302

6.5.2 Implications of this Study303

Bibliography306

Appendix A328

Appendix B329

Index336