| Abstract in English | 第1-5页 |
| Abstract in Chinese | 第5-8页 |
| 1. Introduction | 第8-12页 |
| ·Research Questions and Background | 第9-10页 |
| ·The Significance and Purposes of Present Research | 第10-11页 |
| ·Overview of the Thesis | 第11-12页 |
| 2. Literature Review | 第12-27页 |
| ·A Relevant Research into Advertising Language from a Perspective of Pragmatics at Home and Abroad | 第12-16页 |
| ·Abroad Research | 第12-14页 |
| ·Domestic Research | 第14-16页 |
| ·A Simple Introduction to Rhetorical Strategies in Advertising Language | 第16-19页 |
| ·The Rhetorical Devices in Advertising Language | 第16-17页 |
| ·Three Levels of Rhetorical Devices in Advertising Language | 第17-19页 |
| ·A Simple Introduction to Pragmatic Theories in Advertising Language | 第19-27页 |
| ·Pragmatic Theories Used in Advertisements | 第19-27页 |
| 3. Research Design | 第27-33页 |
| ·Objective | 第27页 |
| ·Research Target Material | 第27-30页 |
| ·Standards of Choice for Advertisement Items | 第28页 |
| ·Types of Advertisements and Pragmatic Strategy | 第28-30页 |
| ·Research Procedure | 第30-33页 |
| ·Selection of Subject of Advertisements in a Simple Random | 第30页 |
| ·Analyzing and Marking Pragmatic Strategies | 第30-31页 |
| ·Design of a Contrastive Analysis of China and Foreign Advertisements from the Perspective of Cultural Value and Thinking Patterns | 第31页 |
| ·Design of a Contrastive Analysis of China and Foreign Advertisements from Linguistic Perspective | 第31-33页 |
| 4. Analysis and Discussion | 第33-60页 |
| ·A Contrastive Analysis of the Use of Pragmatic Strategies Based on Original Tables and Some Crucial Parameters. | 第33-50页 |
| ·Result of Analysis of the Use of Pragmatic Strategies in both advertisements | 第33-45页 |
| ·Original Data Table for Further Research after Analyzing the Use of Pragmatic Strategies Appearing in the 100 Items of Chinese and Foreign Advertisements | 第45-46页 |
| ·Analysis of Parameters to Illustrate the Difference and Similarity of both advertisements | 第46-50页 |
| ·A Contrastive Analysis of the Use of Pragmatic Strategies from two Aspects of Cultural Value, Thinking Patterns Based on Data Analysis | 第50-54页 |
| ·A Contrastive Analysis of the Use of Pragmatic Strategies from the Aspects of Cultural Value | 第50-52页 |
| ·A Contrastive Analysis of the Use of Pragmatic Strategies from the Aspect of Thinking Patterns | 第52-54页 |
| ·A Contrastive Analysis of the Use of Pragmatic Strategies Based on Some Parameters from Data | 第54-55页 |
| ·Three Specific Linguistic Features of Advertising language | 第55-60页 |
| ·Phonological Features | 第55页 |
| ·Lexical Features | 第55-57页 |
| ·Syntactic Features | 第57-60页 |
| 5. Conclusion | 第60-64页 |
| ·Suggestions for Further Research | 第61-62页 |
| ·Limitation of the Thesis | 第62-64页 |
| Acknowledgements | 第64-66页 |
| Bibliography | 第66-72页 |
| Appendix Ⅰ | 第72-84页 |
| Appendix Ⅱ | 第84-88页 |
| Appendix Ⅲ | 第88-92页 |
| Appendix Ⅳ | 第92-93页 |
