總序 前言 Chapter 1 Introduction 1.1 Background Briefing 1.2 From Linguistic Manifestation to Social Transformation 1.2.1 Introducing Insurance Sales Discourse 1.2.2 Discourse System as the Overarching Framework Chapter 2 Mechanism of the Chinese Insurance Sales, Data Collection and Analysis 2.1 Language, Friendship and Persuasion in Insurance Studies 2.1.1 Language and Friendship in Insurance Studies 2.1.2 Persuasion in Insurance Study 2.2 Theoretical Approaches 2.2.1 Critical Discourse Analysis 2.2.2 Identity Construction 2.3 Three Key Questions 2.4 Discourse System and Maxims of Friendship Engagement 2.4.1 Discourse System 2.4.2 Maxims of Friendship Engagement 2.4.3 Confucianism and Utilitarianism 2.5 Business Communication and Culture 2.5.1 The Chinese Business Culture 2.5.2 Guanxi 2.5.3 The Key Values of Facework and Politeness in the Chinese Society 2.6 Genre Analysis, Participation Framework and Guanxi 2.6.1 Genre Analysis: Communicative Purpose, Moves and Steps 2.6.2 Negotiation of Participation Framework through Guanxi 2.6.3 Frames, Footing and Contextualization Cues 2.6.4 Guanxi and Topic 2.7 Data Collection and Data Analysis 2.7.1 Data Collection and Transcription Conventions 2.7.2 The Sampled Location 2.8 The Research Procedure 2.9 Analysis Procedure 2.10 Summary Chapter 3 Genre Analysis of the Insurance Sales Dialogues 3.1 Different Schools of Genre Analysis 3.1.1 Australian School 3.1.2 Narrative School 3.1.3 American School 3.2 Communicative Purposes 3.3 Moves and Steps 3.3.1 A Sample Analysis of Moves and Steps 3.3.2 Detailed Analysis of Moves and Steps 3.3.3 Introducing the Offer 3.3.4 Offering Incentives 3.3.5 Establishing Credentials 3.3.6 Other Moves 3.4 Summary Chapter 4 Topic Management in Insurance Sales Dialogues 4.1 Introduction 4.2 Topic Management 4.3 Phatic Talk and Its Functions 4.4 Categories of Talk in Insurance Sales Interactions 4.4.1 Three Types of Talk 4.4.2 Friendship Talk 4.4.3 Institutional Talk 4.4.4 Task-oriented Talk 4.5 Summary Chapter 5 Negotiation of Interactive Frames and Discourse Identities 5.1 Introduction 5.2 Negotiation of Frames and Discourse Identities in Different Types of Talks 5.2.1 The Context of the Interactions 5.2.2 Co-construction of Different Identities in Task-oriented Talk 5.3 Summary Chapter 6 Epilogue and Discussions 6.1 Summary of Discursive Features, Frame Mediation and Discourse Identity 6.2 Discussions 6.2.1 Theoretical Framework, Analytical Framework, Analytical Concepts and Methodology 6.2.2 A Socio-cultural Perspective References Appendixes Appendix I A Reconstructed Dialogue between an Insurance Sales Agent and a Prospective Client Appendix II Questionnaire for Insurance Sales Agents Appendix III Questionnaire for Clients Appendix IV A Sample Answer to the Questionnaire from an Agent Appendix V A Sample Interview of an Agent Appendix VI A Sample Interview of a Client Appendix VII Confession of an Agent Index