| ACKNOWLEDGEMENTS | 第3-4页 |
| ABSTRACT | 第4-5页 |
| 摘要 | 第6-9页 |
| Chapter One Introduction | 第9-12页 |
| 1.1 Origin of the study | 第9-10页 |
| 1.2 Rationale of the study | 第10页 |
| 1.3 Structure of the thesis | 第10-12页 |
| Chapter Two Literature Review | 第12-22页 |
| 2.1 Defining key terms | 第12-14页 |
| 2.2 Three traditions of genre analysis | 第14-17页 |
| 2.3 Genre analysis studies on school advertisements | 第17-18页 |
| 2.4 Studies on marketization of education | 第18-20页 |
| 2.5 Studies on identity of education institutions | 第20-22页 |
| Chapter Three Theoretical Framework | 第22-28页 |
| 3.1 Bhatia's multi-perspective model for applied genre analysis | 第22-23页 |
| 3.2 Bhatia's seven-step move analysis | 第23-25页 |
| 3.3 Hasan's GSP model | 第25-26页 |
| 3.4 A theoretical framework of the present study | 第26-28页 |
| Chapter Four Methodology | 第28-32页 |
| 4.1 Research questions | 第28页 |
| 4.2 Subjects | 第28-29页 |
| 4.3 Data collection and analysis | 第29-32页 |
| Chapter Five Results and Discussion | 第32-68页 |
| 5.1 The move structure of VTs | 第32-51页 |
| 5.1.1 Establishing credential | 第34-35页 |
| 5.1.2 Illustrating capability | 第35-40页 |
| 5.1.3 The campus | 第40-43页 |
| 5.1.4 Offering incentives | 第43-45页 |
| 5.1.5 Stating of mission and future | 第45-46页 |
| 5.1.6 Invitations | 第46-47页 |
| 5.1.7 Words from representatives | 第47-49页 |
| 5.1.8 Discussin:The generic structure potential of voiceover texts | 第49-51页 |
| 5.2 School identity construction in the VTs | 第51-64页 |
| 5.2.1 Schools as education service providers | 第52-56页 |
| 5.2.2 Schools as talent incubators | 第56-59页 |
| 5.2.3 Schools as enterprises | 第59-63页 |
| 5.2.4 Lack of school identity as moral educators | 第63-64页 |
| 5.3 Social factors underlying the school identity construction | 第64-68页 |
| 5.3.1 Economic factors | 第64-65页 |
| 5.3.2 Education policy | 第65-66页 |
| 5.3.3 The emergence of private schools | 第66页 |
| 5.3.4 People's expectation for education | 第66-68页 |
| Chapter Six Conclusion | 第68-71页 |
| 6.1 Major fmdings | 第68-69页 |
| 6.2 Implications | 第69页 |
| 6.3 Limitations and further studies | 第69-71页 |
| REFERENCES | 第71-75页 |
| Appendix Ⅰ:A list of the selected schools | 第75-76页 |
| Appendix Ⅱ:A sample move analysis | 第76-78页 |
| Appendix Ⅲ:The sequence of moves occurring in each VT | 第78-79页 |
| Appendix Ⅳ:The distribution moves occurring in each VT | 第79-80页 |
| 攻读学位期问发表的学术论文 | 第80-82页 |
