| Abstract | 第1-5页 |
| 摘要 | 第5-10页 |
| Chapter 1 Introduction | 第10-15页 |
| ·General statement | 第10-11页 |
| ·Underlying rationale of the research | 第11-12页 |
| ·Research questions, Methodology and Data collecting | 第12-13页 |
| ·Layout of the thesis | 第13-15页 |
| Chapter 2 Literature Review | 第15-26页 |
| ·Overview | 第15页 |
| ·Definition of key terms | 第15-16页 |
| ·Literature surrounding Genre mixing | 第16-23页 |
| ·The static values of genre | 第17-19页 |
| ·The dynamic values of genre | 第19-22页 |
| ·Marketization in University enrollment prospectus | 第22-23页 |
| ·Why genre mixing in university enrollment prospectus? | 第23-24页 |
| ·Natural development of generic forms | 第24-25页 |
| ·Summary | 第25-26页 |
| Chapter 3 Theoretic Framework | 第26-33页 |
| ·Overview | 第26页 |
| ·Genre and genre analysis | 第26-31页 |
| ·The Swalesian school | 第27-30页 |
| ·The Sydney school | 第30-31页 |
| ·A working theoretical framework of present study | 第31页 |
| ·Summery | 第31-33页 |
| Chapter 4 Analysis and Discussions of UEPs at the Level of Genre | 第33-47页 |
| ·Overview | 第33页 |
| ·Contents and communicative purposes of the UEP | 第33-36页 |
| ·Schematic structure | 第36-38页 |
| ·Schematic structure of a prototype UEP | 第38-40页 |
| ·Generic structure potential of UEP | 第40-45页 |
| ·Moves in university enrollment prospectus | 第40-44页 |
| ·Generic structure potential of university enrollment prospectus | 第44-45页 |
| ·Mixing between UEP and advertising at the level of genre | 第45页 |
| ·Summery | 第45-47页 |
| Chapter 5 Analysis and Discussion at the Level of Text | 第47-65页 |
| ·Overview | 第47页 |
| ·Analysis of move and promotional strategies involved | 第47-61页 |
| ·Establishing credentials | 第47-50页 |
| ·Academic excellence | 第50-52页 |
| ·The campus | 第52-53页 |
| ·Featured courses | 第53-55页 |
| ·Offering Incentives | 第55-56页 |
| ·Indication of career prospect | 第56-57页 |
| ·Fees and tuitions & Specific entrance requirement | 第57-58页 |
| ·Accreditation and Mission commitment stating | 第58-59页 |
| ·Ending politely and Reference | 第59-61页 |
| ·Lexical Features in University Enrollment Prospectuses | 第61-64页 |
| ·Highly evaluative adjectives, comparatives and superlative | 第61-63页 |
| ·Skill-related vocabulary | 第63-64页 |
| ·Summery | 第64-65页 |
| Chapter 6 Analysis and Findings at the Level of Social Practice | 第65-70页 |
| ·Overview | 第65页 |
| ·People's perceptions of the genre mixing in UEP | 第65-67页 |
| ·Social background for promotional genre mixing in UEP | 第67-68页 |
| ·Summery | 第68-70页 |
| Chapter 7 Conclusion and Implication | 第70-74页 |
| ·Brief review of the study | 第70-71页 |
| ·Implication | 第71-72页 |
| ·Limitation and suggestion for further research | 第72-74页 |
| Bibliography: | 第74-77页 |
| Appendices: | 第77-82页 |
