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tendedmeaning of foregrounding as the figure. Moreover, the study manifests the cognitivecharacteristics of various foregrounding approaches in which man realizes world fromthe known entities to the unknown entities. It is also a new approach of human’scognitive innovation.
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Chapter 2 Literature Review

2.1 Figure-Ground Theory
Figure-ground is the one of the most important notions in cognitive linguistics.Both jargon— “figure” and “ground” derive from Gestalt psychology. A century ago,Rubin, a Gestalt psychologist from Denmark, initiated this conception and quotedthem in psychology later. This cognitive psychological principle was introduced firstby Talmy(1978) who expounds the application of “figure-ground” in language. Incognitive linguistics, figure-ground is the basic feature of cognitive movement andsemantic constructs. As the well-known face/vase illusion shown in figure 2.1, two possibilities ofperceiving the picture (as two faces or as a vase) are mentioned, however, only onecan be viewed at a time. Still, the viewer can easily switch between the two possibilities, especially after longer inspection. The ability lack of seeing both thevase and the faces at the same time is the phenomenon called figure-groundsegregation. Figure-ground segmentation is a process by which the visual system divides avisual scene into figures and their backgrounds. It is an important visual processbecause distinctions of figure-ground are fundamental to the visual perception ofobjects. Gestalt psychologists, who were the first to recognize the importance offigure-ground segmentation, distinguished figures and grounds in terms of theirphenomenal appearance (Koffka, 1935; Rubin, 1915, 1958). Figures appear to have adefinite shape, so that their bounding contours are assigned as belonging to them.Grounds are shapeless near the contours they share with figures and appear tocontinue behind the figures near those contours.
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2.2 Foregrounding
Foregrounding is one of the most important notions. It derives from the art ofpainting, which refers to the partition of figure and ground through the process ofenjoying the art, and is widely used in literature later. Since the early 20thcentury,Russian formalists have tried to describe the technique and function of the style. Later,many linguists, such as Mukarovsky, Jacobson, Leech and Halliday, all have donedetailed research to foregrounding. Foregrounding is a popular term in stylistics. It is quoted by Garvin to translatethe Prague School term ACTUALIZATION whose literal meaning is reflection. Thenotion of foregrounding comes from Russian formalist Shklovskij and his supporters.With the statement by Mukarovsky and Prague scholars involving Jakobson and thedevelopment by Leech and Halliday, the notion of foregrounding is shaped.
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Chapter 3 Methodology............24
3.1 Research Questions.........24
3.2 Data Collection .........24
3.3 Data Presentation ............26
Chapter 4 Analysis of Foregrounding in Advertising English Based.........28
4.1 The Means Employed in Advertising English to Realize Foregrounding ...28
4.2 Figure-Ground Interpretation of Foregrounding......32
4.3 The Functions of the Use of Foregrounding in Advertising English .....53
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