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本书从跨文化的角度，通过对商业语篇中的隐喻、意象图式和语篇立场标记语的话语语用单位进行对比分析，解读分析认知差异及其反映出的认知过程和语言选择、生成过程。作者认为认知构建和话语分析之间存在多层次联系，所派生的语义表征使语言表达在话语互动中具有不同的意义，并映射出合理的、不同的认知模型。本书研究丰富了当前商务传媒语篇分析研究的视角和研究方法，提出了对商务传媒语篇进行认知语义研究的组合模式，同时呈现出系列语篇认知构建的分析样本，对跨文化商务交际、认知语言学、语篇研究做出了一定的贡献。

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• Contents
  总序
  前言
  Abbreviations
  Chapter 1 Introduction 1
  1.1 The Research Background of Commercial Media Discourses 1
  1.2 The Motivation for Studying Media Discourse and Cognitive Construction 4
  1.3 The Semantic Devices in Sino-American News Reports 6
  1.4 The Main Contents of the Book 8
  1.5 Summary 10
  Chapter 2 News Discourse and Cognitive Studies 11
  2.1 News Discourse Studies in Society 11
  2.2 Contrastive Analyses of News Discourses 15
  2.3 Cognitive Linguistic Studies 19
  2.4 Studies of Cognitive Semantics 21
  2.4.1 Cognitive Metaphors 24
  2.4.2 Cognitive Schema 44
  2.4.3 Cognitive Stance 55
  2.5 Summary 63
  Chapter 3 Research Design 64
  3.1 Data Collection 64
  3.1.1 Data 1 65
  3.1.2 Data 2 66
  3.1.3 Data 3 67
  3.2 Research Methods 68
  3.3 Cross-cultural Analytical Procedures 70
  3.4 Summary 72
  Chapter 4 The Cognitive Metaphorical Mapping in Commercial Media News Reports 73
  4.1 Analysis of Conventional Metaphors 74
  4.1.1 The HUMAN BEING Metaphor 74
  4.1.2 The JOURNEY Metaphor 81
  4.1.3 The GAME Metaphor 90
  4.1.4 The WAR Metaphor 93
  4.1.5 The MACHINE Metaphor 98
  4.1.6 The FOOD Metaphor 102
  4.2 Comparison of Conventional Metaphors in Chinese and American News Reports 104
  4.3 Analysis of Novel Metaphors 106
  4.3.1 Novel Metaphors Peculiar to the Chinese Discourse 106
  4.3.2 Novel Metaphors Peculiar to the English Discourse 109
  4.4 Comparison of Novel Metaphors in Chinese and American News Reports 111
  4.5 Summary 113
  Chapter 5 The Image Schemas in Faootball Player Transfer News (FPTN) 114
  5.1 Daily-life Image Schemas in FPTN 115
  5.2 CONTAINER Schema in FPTN 123
  5.3 PATH Schema in FPTN 130
  5.4 CENTER-PERIPHERY Schema in FPTN 136
  5.5 SCALE Schema in FPTN 141
  5.6 Arithmetical Analysis of Image Schemas in FPTN 148
  5.7 Summary 150
  Chapter 6 The Cognitive Stance in Corporate Statements on Commodities (CSC) 152
  6.1 GSP in Chinese and English CSCs with Typical Lexico-grammar 152
  6.2 Identification of Stance Markers in Chinese CSC News Reports 162
  6.3 Identification of Stance Markers in English CSCs 169
  6.4 Cross-cultural Comparison of Stance Markers in CSCs 173
  6.4.1 OSM and LOSM 174
  6.4.2 Comparison of Stance Markers in Parallel Moves 175
  6.4.3 Lexical Preference 178
  6.5 Summary 182
  Chapter 7 Cross-cultural Comparison of Cognitive Semantics in Commercial Discourses 183
  7.1 Cross-cultural Contrast of Semantic Applications in Commercial Discourses 183
  7.2 Cultural Perspective on Cognitive Semantics 189
  7.3 Embodied Cognitive Actions and Thought in Different Languages 194
  7.4 Summary 197
  Chapter 8 Conclusion 198
  References 202