A Cross-Cultural Study of Commercial Media Discourses

This book decodes commercial news discourses from the perspective of cognitive semantics. It attaches considerable importance to the bodily experientialism and linguistic embodiment advocated in discourse analysis and cognitive linguistics and explores the complex yet thought-provoking correlation between overt language and covert cognition by focusing on contrastive analyses of metaphors, image schemas, and stance markers in texts. On the basis of the analyses, the author discusses the linguistic applications, lexical devices and personal experiences, along with their embodied mechanisms, revealing the linguistic strategies, embodied cognitive linguistic actions and constructive thoughts used in media discourses on product promotion, human resources deployment, and commodity problem resolution. In turn, this sheds light on how linguistic selections and cognitive mechanisms are used in composing media news and on how public cognition on certain social and business issues might beframed.
The combination of cognitive semantics and commercial discourse analysis offers comprehensive and rewarding insights into the cross-cultural research of both cognitive actions and linguistic behavior reflected in news reports and highlights the correlation between the use of wording and cognitive construction in discourses, which broadens the scope of discourse analysis, cognitive linguistics, applied linguistics, and sociolinguistics. Further, the use of analytical measures and the effective integration of discourse analysis and cognitive semantics lend the book additional analytical authenticity, providing an empirical foundation for cross-cultural communication studies.

Selects three typologies of authentic commercial discourses for in-depth empirical studies on cross-cultural cognitions and semantic differences in both Chinese and English commercial contexts Is the first book of its kind, promoting the integration of cognitive linguistic studies and discourse analysis across cultures Presents an in-depth investigation of cognitive mechanisms and language production in Chinese and English commercial contexts Provides an in-depth examination of complex models of Chinese and English cognition

Autorentext

Wenhui Yang is currently a Professor and Vice Dean at Guangdong University of Foreign Studies, and a research fellow of Center for Linguistics and Applied Linguistics, GDUFS. Holding a Ph.D. in Linguistics, she is also the General Secretary of Committee for Teaching Instruction of MOE (Ministry of Education) Training Centers for Overseas Studies. Her research interests include discourse analysis, cognitive linguistics, pragmatics, and communication studies. She has published over 40 academic papers and books internationally and domestically, including the book A Discourse Analysis of Interpersonal Business Negotiations (2009, Science Press) and the paper "Small Talk" -- A Strategic Interaction in Chinese Interpersonal Business Negotiation (2012, Communication & Discourse). She is the Chairperson of a research program supported by the MOE Research Project of Humanities and Social Sciences, China, on Empirical Cross-cultural Studies on Social Discourses and Their Cognitive Frames (14JJD740011).

Inhalt
Chapter 1 Introduction.- Chapter 2 News Discourse and Cognitive Studies.- Chapter 3 Research Design.- Chapter 4 The Cognitive Metaphorical Mapping in Commercial Media News Reports.- Chapter 5 The Image Schemas in Football Player Transfer News (FPTN).- Chapter 6 The Cognitive Stance in Corporate Statements on Commodities (CSC).- Chapter 7 Cross-cultural Comparison of Cognitive Semantics in Commercial Discourses.- Chapter 8 Conclusion.