Contents����ǰ��AbbreviationsChapter 1 Introduction 11.1 The Research Background of Commercial Media Discourses 11.2 The Motivation for Studying Media Discourse and Cognitive Construction 41.3 The Semantic Devices in Sino-American News Reports 61.4 The Main Contents of the Book 81.5 Summary 10Chapter 2 News Discourse and Cognitive Studies 112.1 News Discourse Studies in Society 112.2 Contrastive Analyses of News Discourses 152.3 Cognitive Linguistic Studies 192.4 Studies of Cognitive Semantics 212.4.1 Cognitive Metaphors 242.4.2 Cognitive Schema 442.4.3 Cognitive Stance 552.5 Summary 63Chapter 3 Research Design 643.1 Data Collection 643.1.1 Data 1 653.1.2 Data 2 663.1.3 Data 3 673.2 Research Methods 683.3 Cross-cultural Analytical Procedures 703.4 Summary 72Chapter 4 The Cognitive Metaphorical Mapping in Commercial Media News Reports 734.1 Analysis of Conventional Metaphors 744.1.1 The HUMAN BEING Metaphor 744.1.2 The JOURNEY Metaphor 814.1.3 The GAME Metaphor 904.1.4 The WAR Metaphor 934.1.5 The MACHINE Metaphor 984.1.6 The FOOD Metaphor 1024.2 Comparison of Conventional Metaphors in Chinese and American News Reports 1044.3 Analysis of Novel Metaphors 1064.3.1 Novel Metaphors Peculiar to the Chinese Discourse 1064.3.2 Novel Metaphors Peculiar to the English Discourse 1094.4 Comparison of Novel Metaphors in Chinese and American News Reports 1114.5 Summary 113Chapter 5 The Image Schemas in Faootball Player Transfer News (FPTN) 1145.1 Daily-life Image Schemas in FPTN 1155.2 CONTAINER Schema in FPTN 1235.3 PATH Schema in FPTN 1305.4 CENTER-PERIPHERY Schema in FPTN 1365.5 SCALE Schema in FPTN 1415.6 Arithmetical Analysis of Image Schemas in FPTN 1485.7 Summary 150Chapter 6 The Cognitive Stance in Corporate Statements on Commodities (CSC) 1526.1 GSP in Chinese and English CSCs with Typical Lexico-grammar 1526.2 Identification of Stance Markers in Chinese CSC News Reports 1626.3 Identification of Stance Markers in English CSCs 1696.4 Cross-cultural Comparison of Stance Markers in CSCs 1736.4.1 OSM and LOSM 1746.4.2 Comparison of Stance Markers in Parallel Moves 1756.4.3 Lexical Preference 1786.5 Summary 182Chapter 7 Cross-cultural Comparison of Cognitive Semantics in Commercial Discourses 1837.1 Cross-cultural Contrast of Semantic Applications in Commercial Discourses 1837.2 Cultural Perspective on Cognitive Semantics 1897.3 Embodied Cognitive Actions and Thought in Different Languages 1947.4 Summary 197Chapter 8 Conclusion 198References 202