文摘
英文文摘
Acknowledgements
Chapter 1 Introduction
1.1 International Exhibition Profiles - the Target of the Study
1.2 Data Sources and Research Methodology
1.3 Organization of the Thesis
Chapter 2 Literature Review
2.1 SemioticTheories
2.1.1 Properties of a Sign: Signifier and Signified
2.1.2 Denotation and Connotation
2.1.3 Two Ways of Creating Meanings: Syntagrn vs. Paradigm
2.1.4 Index, Icon and Symbol
2.1.5 The Synergetic Relationship between Encoders and Decoders
2.2 A Cultural Approach to “Face” Theory: Involvement and Independence Strategies
2.2.1 Brown and Levinson: the Face Theory
2.2.2 Politeness Characteristics and Maxims in Chinese Culture
2.2.3 Involvement and Independence Strategies
2.3 Sign: Converging the Semiotic and Pragmatic Aspect
Chapter 3 Images of Non-verbal Signs
3.1 Substance
3.2 Pictures
3.2.1 Indexical and Iconic Functions
3.2.2 Symbolic and Connotative Values
3.2.3 Rhetorical Power
3.3 Paralanguage
3.3.1 Logos
3.3.2 Charts, Graphs and Tables
3.3.3 Typefaces of Words
3.3.4 Typos
3.3.5 Message Layout
3.4 Summary
Chapter 4 Images of Linguistic Message
4.1 Involvement Strategies in Language Manipulation
4.1.1 Lexical Items
4.1.2 Syntactical Features
4.1.3 Rhetorical Means
4.2 Independence Strategies in Language Manipulation
4.2.1 Lexical Items
4.2.2 Syntactical Features
4.3 Summary
Chapter 5 Conclusion
5.1 General Summary
5.1.1 Mutual Support and Illustration of Non-verbal and Verbal Signs
5.1.2Co-transference of Uniform Pragmatic Strategies
5.1.3 Co-conveyance of the Cultural Differences
5.2 Possible Contributions and Practical Implications
5.3 Limitations and Further Work
Bibliography
