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at we focuses on in discourseanalysis is not sentence but clause, because sentence is just a grammatical structure, whileclause is a highly structured unit that is significant, relevant linguistically (cited in Lin Wei,Yang Yuchen, 2007:178). Discourse pattern, therefore, is defined by Hoey (1983) as thediscourse organization of non-adjacent clauses. Due to the fact that clauses are not linkedtogether randomly or by accident, he proposed three hypotheses of the organization ofdiscourse. The first one is discourse or the paragraph in a discourse is naturally organized; thesecond one is discourse is organized hierarchically and there must be some clues or signals inthe discourse that can be of some help to listeners or readers in discovering the existence ofthe structure. The last one is numerous discourse patterns can be constructed through limitedsignals of discourse organization. In other words, discourse is a hierarchically relationalsystem, which is intertwined by a limited set of clause relations (Hoey, 2001).Hoey’s definition of discourse pattern is from the perspective of clause relation, whileWinter gives his definition from the perspective of writer and reader. He (1971:55) affirmsthat discourse pattern, as the macro-structure of discourse, is the organic organization of themain elements in a discourse and he specifies it as the “linguistic consensus” that people obeyor expect in language communication. To put it in another way, text is organized according tosome rules that are obeyed by successful writers unconsciously and expected to find byreaders subliminally. And the rules here are just what Winter called “linguistic consensus”.
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2.2 Problem-Solution Pattern
Winter (1976) first formally came up with the Problem-Solution pattern, who held theopinion that Problem-Solution pattern was composed of four basic elements: Situation,Problem, Response and Evaluation. He fabricated a minimum discourse to make anillustration of the pattern.In this pattern, “Situation” usually refers to the introduction to the background of thediscourse, which can be also called the background leading to the problem. “Problem” refersto the perplexity aroused from the situation. As for the problem, the action taken is usuallylabeled as “Response”. “Evaluation ”, as its name suggests, is the assess of the effect ofresponse. Winter (1976) points out that the Problem and Response are the core of the pattern,and they are obligatory elements; while the Situation and Evaluation are the peripheral oroptional elements, and they can be omitted in some kind of discourses.
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Chapter 3 Methodology ......... 20
3.1 Data Collection...... 20
3.2 Method of Analysis ..... 21
3.2.1 Macro-structure Analysis .... 21
3.2.2 Micro-structure Analysis ..... 22
3.2.3 Narrative Interrogation........ 22
3.3 Research Procedures ......... 23
Chapter 4 Data Analysis and Results ..... 25
4.1 Contrastive Study from the Macro-perspective .... 25
4.2 Contrastive Study from the Micro-perspective ..... 38
4.3 Problem-Solution Pattern inChinese and American Beauty Advertisements ......... 47
4.4 Problem-Solution Pattern in Chinese andAmerican Beauty Advertisements...... 48
Chapter 5 Conclusion....... 52
5.1 Major Findings of the Study.... 52
5.2 Innovation of this Thesis ......... 53
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