| Acknowledgements | 第1-4页 |
| Abstract in Chinese | 第4-6页 |
| Abstract in English | 第6-8页 |
| Part Ⅰ Introduction: A Brief Study of Advertising | 第8-21页 |
| 1．1 Functions of Advertising | 第11-13页 |
| 1．2 Advertising and Communication | 第13-16页 |
| 1．3 The Importance of Language in Advertising | 第16-21页 |
| Part Ⅱ A Review of Previous Studies | 第21-27页 |
| 2．1 The Stylistic Approach | 第21-22页 |
| 2．2 The Sociolinguistic Approach | 第22-23页 |
| 2．3 Content Analysis | 第23-24页 |
| 2．4 Semiology and Advertising | 第24-25页 |
| 2．5 Conclusion | 第25-27页 |
| Part Ⅲ Indirectness in Advertising Language | 第27-57页 |
| 3．1 Reasons and Functions of Indirectness in Advertising Language | 第28-30页 |
| 3．2 A Classification of lndirectness in Advertising Language | 第30-34页 |
| 3．3 Two Ways to Express Indirectness in Advertising Language | 第34-52页 |
| 3．3．1 Presupposition in Advertising Language | 第34-46页 |
| 3．3．2 Pun in Advertising Language | 第46-52页 |
| 3．4 Suggestions on Overcoming the Defects of Indirectness in Advertising Language | 第52-57页 |
| Part Ⅳ Prospect | 第57-58页 |
| Bibliography | 第58-59页 |
