| 摘要 | 第1-6页 |
| Abstract | 第6-11页 |
| Introduction | 第11-17页 |
| Chapter 1 Literature Review | 第17-32页 |
| ·Basic Points of Advertising | 第17-22页 |
| ·Definition of Advertising | 第17-19页 |
| ·Classification of Advertising | 第19-20页 |
| ·Functions of Advertising | 第20-21页 |
| ·Advertising and Language | 第21-22页 |
| ·Previous Studies on Advertising Language | 第22-32页 |
| ·The Semiotic Approach | 第22-24页 |
| ·The Stylistic Approach | 第24-25页 |
| ·The Sociolinguistic Approach | 第25-26页 |
| ·The Pragmatic Approach | 第26-32页 |
| ·The Cooperative Principle | 第26-29页 |
| ·The Relevance Theory | 第29-32页 |
| Chapter 2 Theoretical Framework | 第32-40页 |
| ·Verschueren's Adaptation Theory | 第32-38页 |
| ·Verschreren's Pragmatic Perspective | 第32-33页 |
| ·Making Choices | 第33-34页 |
| ·Three Properties of Language: Variability and Negotiability, Adaptability | 第34-36页 |
| ·Four Angles of Investigation | 第36-38页 |
| ·The Theory of Maslow's Hierarchy of Needs | 第38-40页 |
| Chapter 3 Adaptation Theory Applied in Advertising Language Production | 第40-47页 |
| ·Advertising Language Production as Linguistic Choice | 第40-41页 |
| ·Advertising Language Production as Linguistic Adaptation | 第41-42页 |
| ·Contextual Correlates in Advertising Language Production | 第42-45页 |
| ·The Communicators in the Production of Advertising Language | 第45-47页 |
| Chapter 4 The Process of Adaptation in the Production of Automobile Advertising Language | 第47-78页 |
| ·Adaptation to the Mental World | 第47-70页 |
| ·The Mental World in Advertising Language Production | 第47-49页 |
| ·The Adaptation Model of Advertising Language Production | 第49-51页 |
| ·The Process of Adaptation | 第51-70页 |
| ·Rational Appeal | 第51-62页 |
| ·Adaptation to Needs for Safety | 第52-55页 |
| ·Adaptation to Needs for Credibility | 第55-58页 |
| ·Adaptation to Needs for Appearance and Space | 第58-60页 |
| ·Adaptation to Needs for Low Price | 第60-62页 |
| ·Emotional Appeal | 第62-70页 |
| ·Adaptation to Personal Needs | 第63-67页 |
| ·Adaptation to Needs for Fashion | 第64-65页 |
| ·Adaptation to Needs for Social Status | 第65-67页 |
| ·Adaptation to Potential Needs | 第67-70页 |
| ·Adaptation to Needs for Environmental Protection | 第68-69页 |
| ·Adaptation to Needs for Health | 第69-70页 |
| ·Adaptation to the Social World | 第70-78页 |
| ·Adaptation to Social Settings and Institutions | 第71-75页 |
| ·Adaptation to Social Culture | 第75-78页 |
| Conclusion | 第78-82页 |
| Notes | 第82-83页 |
| Bibliography | 第83-89页 |
| Acknowledgements | 第89-90页 |
| 攻读硕士学位期间主要研究成果 | 第90页 |
