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Introduction1

1．Present situation1

2．Objectives of this study2

2.1 To take deviation of advertising English as a point of breakthrough3

2.2 To make a cognitive and systemic-functional analysis of deviation4

2.3 To provide a fresh definition and categorization of deviation5

3．Research Methodology6

3.1 A functional approach to deviation6

3.2 Combination of semiotic and linguistic approaches7

4．Structures of this dissertation9

Chapter 1 Previous Studies Concerning Deviation11

1.1 Introduction11

1.2 Theoretical studies on deviation11

1.2.1 Russian formalists'defamiliarization12

1.2.2 The Prague School's foregrounding14

1.2.3 Jokobson's poetic function16

1.2.4 Halliday's motivated prominence17

1.3 Practical studies on deviation20

1.3.1 Deviation as a departure from the norm20

1.3.2 Deviation including repetition22

1.3.3 Deviation:external and internal23

1.4 Summary:deviation in previous studies25

Chapter 2 Deviation in Advertising Language:Previous studies and evaluations29

2.1 Introduction29

2.2 Evaluation of previous studies on advertising language30

2.2.1 Studies with semiotic approach30

2.2.2 Studies with linguistic approach31

2.2.3 Studies with the combination of semiotic and linguistic approaches33

2.3 Achievements made in studies of deviation in advertising English37

2.3.1 Deviations at various linguistic levels37

2.3.2 Deviations in textual structures45

2.3.3 Deviating from internal norm(repetition)46

2.4 Summary48

Chapter 3 Definition of Deviation and its Theoretical Support51

3.1 Introduction51

3.2 Definition of deviation51

3.3 Theoretical support from cognitive linguistics53

3.3.1 'defeating the receiver's expectations'54

3.3.1.1 Formation of expectations:schema theory54

3.3.1.2 Process of integrating new information58

3.3.1.3 Defeating expectations61

3.3.2 'irregular linguistic feature and textual structure'66

3.3.2.1 Entrenchment of cognitive units66

3.3.2.2 Activation of entrenched cognitive units70

3.3.3 'foregrounding and/or enriching meanings of discourse'72

3.3.3.1 Profiling72

3.3.3.2 Semantic mapping74

3.4 Theoretical support from systemic-functional linguistics77

3.4.1 'choice'78

3.4.1.1 Choices in meaning potential78

3.4.1.2 Choices in lexicogrammatical and phonological features82

3.4.2 'motivated by certain communicative function(s)'84

3.5 Summary87

Chapter 4 Deviation and Advertising91

4.1 Introduction91

4.2 Purposes of advertising discourse and functions of deviation92

4.2.1 Attention-catching93

4.2.2 Interest-arousing95

4.2.3 Memory-sustaining98

4.2.4 Action-driving99

4.3 Features of advertising discourse and conditions of deviation101

4.3.1 Medium and virtual context of situation102

4.3.1.1 Medium with pictures only102

4.3.1.2 Medium with sounds only106

4.3.1.3 Medium with both pictures and sounds108

4.3.2 Market analysis and potential consumers109

4.4 Summary114

Chapter 5 Categorization of deviation in advertising117

5.1 Introduction117

5.2 Qualitative norms/deviations and quantitative norms/deviations118

5.2.1 Distinction between qualitative norms and quantitative norms118

5.2.2 Qualitative norms of language120

5.2.3 Quantitative norms of genres and registers122

5.2.3.1 Quantitative norms of genres122

5.2.3.2 Quantitative norms of registers126

5.2.4 Qualitative deviation and quantitative deviation131

5.3 External deviation133

5.3.1 Qualitative deviation:deviating from qualitative norms of language133

5.3.1.1 Deviating from qualitative norms of language meanings133

5.3.1.2 Deviating from qualitative norms of language structure142

5.3.2 Quantitative deviation150

5.3.2.1 Deviating from generic norms of advertising150

5.3.2.2 Deviating from norms of different registers in advertising156

5.3.2.3 Deviating from the quantitative norms of register features of advertising158

5.4 Internal deviation:quantitative deviations within one advertisement159

5.5 Summary162

Chapter 6 Process of producing deviation:choices motivated by functions165

6.1 Introduction165

6.2 Process of generating a normal advertising discourse166

6.2.1 Instantiation:Choices in meaning potential167

6.2.2 Realization:Choices at the lexicogrammatical and phonological/graphological levels172

6.3 Process of producing deviation177

6.3.1 Establishment of virtual context of situation177

6.3.2 Step 1:Producing quantitative deviation in the process of instantiation184

6.3.2.1 Quantitative deviation from GSP of advertising184

6.3.2.2 Changing of choice in meaning potential of registers involved in advertising189

6.3.3 Step 2:Producing quantitative deviation in the process of realization191

6.3.4 Step 3:Producing qualitative deviation in the process of realization196

6.3.4.1 Qualitative deviation motivated by the changing of ideational function196

6.3.4.2 Qualitative deviation motivated by the changing of interpersonal and textual functions201

6.3.5 Step 4:Producing internal deviation208

6.4 Analysis of deviation in advertising discourse:two examples208

6.5 Summary218

Chapter 7 Conclusion219

7.1 General conclusion219

7.2 Implications of the current research222

7.2.1 Concentration on deviation in advertising English222

7.2.2 Integration of cognitive,contextual,and functional dimensions222

7.2.3 Definition of deviation based on both cognitive and systemic-functional theories223

7.2.4 Combination of both semiotic(sound and pictures)and linguistic approaches224

7.2.5 An analytical theory on the process of deviation production in advertising224

7.3 Limitations of this research225

Bibliograhpy229