|
Chapter One Introduction |
8-17 |
|
1.1 Preliminary |
8-9 |
|
1.2 Introduction to advertising and cosmetics |
9-11 |
|
1.3 A case of misleading cosmetic advertisement |
11-13 |
|
1.4 Significance of the research |
13 |
|
1.5 Methodology |
13-14 |
|
1.6 Theoretical Framework |
14-17 |
|
Chapter Two Literature review |
17-21 |
|
2.1 Semiotic approach |
17-18 |
|
2.2 Ideological approach |
18-19 |
|
2.3 Behavior approach |
19-21 |
|
Chapter Three Genre analysis of the cosmetic advertising discourse |
21-53 |
|
3.1 Analysis of the schematic structure |
21-28 |
|
3.2 Vocabulary |
28-33 |
|
3.3 Phrases |
33-36 |
|
3.4 Use of scientific terms |
36-38 |
|
3.5 Use of numbers |
38-40 |
|
3.6 Presupposition |
40-51 |
|
3.6.1 Existential presupposition |
41-43 |
|
3.6.2 Factive presupposition |
43-46 |
|
3.6.3 State presupposition |
46-48 |
|
3.6.4 Belief presupposition |
48-50 |
|
3.6.5 Behavior presupposition |
50-51 |
|
3.7 Conclusion |
51-53 |
|
Chapter Four Ideological reasons contributing to consumers'being misled |
53-61 |
|
4.1 Ideology defined |
53-55 |
|
4.2 The "ideological group" of consumers |
55-56 |
|
4.3 What role does ideology play in influencing the consumer interpretation? |
56-59 |
|
4.4 Conclusion |
59-61 |
|
Chapter Five Conclusion |
61-64 |
|
5.1 Findings |
61-64 |
|
References |
64-67 |
|
Appendixes |
67-77 |
