| Declaration | 第1-4页 |
| Dedication | 第4-5页 |
| Acknowledgements | 第5-7页 |
| Abstract (English) | 第7-9页 |
| Abstract (Chinese) | 第9-10页 |
| Table of Contents | 第10-13页 |
| List of Tables and Figures | 第13-14页 |
| Chapter One Introduction | 第14-21页 |
| ·General statement | 第14-15页 |
| ·Rationale for the research | 第15-16页 |
| ·Why genre colonization | 第15页 |
| ·Why book prefaces | 第15-16页 |
| ·Why book advertising | 第16页 |
| ·Research questions | 第16-17页 |
| ·Methodology and data collection | 第17-19页 |
| ·Organization of the thesis | 第19-21页 |
| Chapter Two Literature Review | 第21-35页 |
| ·Overview | 第21页 |
| ·Definitions of some key terms | 第21-22页 |
| ·Previous Studies on generic intertextuality approaching colonizing tendencies of advertising | 第22-27页 |
| ·The critical approach | 第23-25页 |
| ·The generic approach | 第25-26页 |
| ·Summary of the two approaches | 第26-27页 |
| ·Previous studies on characteristics of advertising | 第27-32页 |
| ·Previous studies on generic characteristics of advertising | 第27-28页 |
| ·Previous studies on interpersonal characteristics of advertising | 第28-30页 |
| ·Previous studies on linguistic characteristics of advertising | 第30-32页 |
| ·Previous studies on characteristics of book prefaces | 第32-34页 |
| ·Summary | 第34-35页 |
| Chapter Three Theoretical Framework | 第35-54页 |
| ·Overview | 第35页 |
| ·Bhatia's genre theory | 第35-45页 |
| ·Genre, communicative purpose(s) and schematic structure | 第35-38页 |
| ·Genre colonies and genre colonization | 第38-42页 |
| ·Bhatia's framework for analyzing generic variation | 第42-45页 |
| ·Halliday's Systemic Functional Grammar | 第45-50页 |
| ·Metafunctions and Register | 第46-47页 |
| ·Interpersonal meaning | 第47-50页 |
| ·A working framework for analyzing genre colonization | 第50-52页 |
| ·Summary | 第52-54页 |
| Chapter Four Analysis and Findings on the Plane of Genre | 第54-84页 |
| ·Overview | 第54页 |
| ·Communicative purpose(s) | 第54-55页 |
| ·Schematic structure | 第55-82页 |
| ·Schematic structure of book advertising | 第56-66页 |
| ·Evolution of schematic structure of book prefaces | 第66-80页 |
| ·Schematic structure of pre-1900 book prefaces | 第66-73页 |
| ·Schematic structure of post-2000 book prefaces | 第73-80页 |
| ·Intertextuality between schematic structures of book advertising and book preface genres | 第80-82页 |
| ·Summary | 第82-84页 |
| Chapter Five Analysis and Findings on the Plane of Register | 第84-103页 |
| ·Overview | 第84页 |
| ·Register and tenor | 第84-87页 |
| ·Interpersonal meaning | 第87-102页 |
| ·Mood | 第87-92页 |
| ·Modality | 第92-96页 |
| ·Pronouns | 第96-102页 |
| ·Summary | 第102-103页 |
| Chapter Six Analysis and Findings on the Plane of Text | 第103-125页 |
| ·Overview | 第103页 |
| ·Typographical features | 第103-106页 |
| ·Lexical features | 第106-117页 |
| ·Highly evaluative adjectives | 第106-109页 |
| ·Compounds | 第109-114页 |
| ·Comparatives and superlatives | 第114-117页 |
| ·Syntactical features | 第117-123页 |
| ·Simple sentences | 第117-118页 |
| ·Elliptical sentences | 第118-121页 |
| ·Disjunctive sentences | 第121-123页 |
| ·Summary | 第123-125页 |
| Chapter Seven Analysis and Findings on the Plane of Social Practice | 第125-132页 |
| ·Overview | 第125页 |
| ·People's perceptions of the genre colonization of book advertising over book prefaces | 第125-127页 |
| ·Social background for genre colonization of advertising over book prefaces | 第127-130页 |
| ·Summary | 第130-132页 |
| Chapter Eight Conclusion | 第132-137页 |
| ·Major findings of the present research | 第132-134页 |
| ·Limitations and suggestions for further research | 第134-135页 |
| ·Implications | 第135-137页 |
| References | 第137-145页 |
| Appendix A | 第145-153页 |
| Appendix B | 第153-156页 |
| Appendix C | 第156-157页 |
| Appendix D | 第157-160页 |
| Papers Published during MA Study | 第160页 |
