Contents 前言 Introduction Chapter 1 Preliminaries 1 1.1 The Evolution of Genre Theory 1 1.1.1 Discourse 1 1.1.2 Register Analysis and Genre 3 1.1.3 Functional Analysis and Genre 4 1.1.4 Interactional Analysis and Evolution of Genre Analysis 4 1.2 Schools of Genre Theory 6 1.2.1 The ESP School 7 1.2.2 Sydney School 8 1.2.3 The New Rhetoric School 10 1.3 Key Concepts in Genre Theory 11 1.3.1 The Definition of Genre 11 1.3.2 Discourse Community 15 1.3.3 Genre, Register and Discipline 16 1.3.4 Genre and Text Type 18 1.4 Genre, Power, Politics and Political Speeches 19 1.4.1 Genre and Power 19 1.4.2 Genre and Politics 22 1.4.3 Political Discourse and Technology 26 1.4.4 Current Analytical Approaches to Political Discourse 28 1.4.5 History of Political Speeches and Existing Studies 30 1.5 Generic Colonization and Genre Colony 34 1.6 Analytical Framework to Investigate Genre Colonization 36 1.6.1 Three-dimensional Perspectives 37 1.6.2 Two-layer Analysis 39 1.6.3 Five-step Research Process 41 Chapter 2 Advertising Genre43 2.1 Definition of Advertising Genre 43 2.2 Types of Advertising 44 2.3 Contextual Configuration of Print Advertisements 47 2.3.1 Communicative Purposes 47 2.3.2 Situational Context 47 2.3.3 Other Socio-cultural Factors 49 2.4 Textual Construction of Print Advertisements 50 2.4.1 Establishing Credentials 53 2.4.2 Presenting the Product and Product Differentiation 57 2.4.3 Endorsements 73 2.4.4 Offering Incentives 74 2.4.5 Using Pressure Tactics 75 2.4.6 Soliciting Response 76 2.4.7 Headlines 77 2.4.8 Overall Traits of Print Advertisements 78 Chapter 3 Political Campaign Speeches 80 3.1 Definition of Political Genres 80 3.2 Political Campaign Speech 82 3.3 Contextual Configuration of Campaign Speeches 83 3.3.1 Contextual Configurations of Speech Samples 84 3.3.2 Contextual Parameters in Political Campaign Speeches 88 3.4 Textual Construction of Campaign Speeches 93 3.4.1 Textual Configurations of Speech Samples 93 3.4.2 Generic Structure in Political Campaign Speeches 98 3.4.3 Linguistic Features in Political Campaign Speeches 117 3.4.4 Overall Traits in Political Campaign Speeches 138 Chapter 4 Advertising’s Colonization into Political Discourse 142 4.1 Comparison between Print Advertisements and Political Campaign Speeches 142 4.1.1 Communicative Purposes 142 4.1.2 Generic Structures 143 4.1.3 Linguistic Features 148 4.2 Colonization of Advertising Genre 150 4.3 Evolution of Political Campaign Speeches 151 References 153 Appendix Remarks of Senator Barack Obama (Columbus, OH) 163
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