���� ǰ�� Abbreviations Chapter 1 Introduction to Media Promotional Discourse Studies 1.1 Research Background 1.2 Institutional Discourses 1.2.1 The research scope of institutional discourses 1.2.2 Studies of institutional media discourses 1.3 Studies of Promotional Discourses 1.4 Studies of Medical Discourses 1.5 Rationale for Medical Promotional Discourse Studies 1.6 The Main Content of the Book 1.7 Summary Chapter 2 Cognitive Linguistics and Cognitive Grammar 2.1 Development of Cognitive Linguistics 2.2 Semantic Studies of Cognitive Linguistics 2.3 Cognitive Studies of Media Discourses 2.4 Studies of Cognitive Grammar 2.5 Word Grammar 2.5.1 PoV grammar in cognitive linguistics 2.5.2 Force dynamics in word grammar 2.5.3 Grounding grammar 2.6 Summary Chapter 3 Contrastive Discourse Research and Design 3.1 Contrastive Discourse Studies 3.2 Contrastive Linguistic Studies on Media Discourses 3.3 Contrastive Studies on Cognition Construction 3.4 Contrastive Discourse Research Design 3.5 Summary Chapter 4 Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines 4.1 Introduction 4.2 Data for Metonymic PoV Studies 4.2.1 Data 4.2.2 Research method 4.2.3 Analytical procedure 4.3 Metonymy as a Lexical Unit in Cognitive Grammar 4.3.1 Definitions on metonymy 4.3.2 Classification of metonymy 4.4 Metonymy Identification and Classification from the Data 4.5 Metonymic PoV Grammar in Promotional Discourses of Anti-Cancer Medicines 4.5.1 X2Y4Z4 and X2Y4Z3 viewpoints 4.5.2 X4Y2Z4 and X4Y2Z3 viewpoints 4.5.3 X1Y4Z3 viewpoint 4.6 Cross-cultural Differences of Metonymic PoV in Promotional Discourses of Anti-Cancer Medicines 4.7 Summary Chapter 5 Force Dynamics in Promotional Discourses of Online Treatments 5.1 Introduction 5.2 Data for Force Dynamics Studies 5.3 Cognitive Frame in Discourse Studies 5.3.1 Cognitive frame