| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-9页 |
| Introduction | 第9-12页 |
| Chapter One Literature Review | 第12-20页 |
| ·Overview of Advertising Language | 第12-17页 |
| ·Definition of Advertising Language | 第13页 |
| ·Distinguishing Advertising Language from Other Language Forms | 第13-15页 |
| ·Review of Previous Research on AdVertising Language | 第15-17页 |
| ·Overview of Cultural and Social Identity | 第17-20页 |
| ·Definition of Cultural Identity | 第17-18页 |
| ·Definition of Social Identity | 第18页 |
| ·Review of Previous Studies on Advertising Language with Cultural and Social Identity | 第18-20页 |
| Chapter Two Theoretical Framework and Research Methodology | 第20-32页 |
| ·Towards a Framework for Interpreting the Implied Meaning in Mobile Communications Advertising | 第20-31页 |
| ·Linguistic Theoretical Framework for Interpreting the Implied Meaning in MC Advertising | 第20-28页 |
| ·Grice's Implicature Theory | 第21-23页 |
| ·Halliday's Interpersonal Function and Grammatical Metaphor Theory | 第23-26页 |
| ·Lakoff and Johnson's Conceptual Metaphor Theory | 第26-28页 |
| ·Social Idenity Theoretical Framework for Explaining the Implied Meaning in MC Advertising | 第28-31页 |
| ·Social-categorization | 第29-30页 |
| ·Social Comparison | 第30-31页 |
| ·Positive Distinctiveness | 第31页 |
| ·Methodology for the Present Study | 第31-32页 |
| ·Data Collection | 第32页 |
| ·Methods for Analyzing the Advertising Discourse | 第32页 |
| Chapter Three Analyzing the Implied Meaning in MC Advertising Discourse withinthe Framewcrk of Linguistic Theories | 第32-63页 |
| ·The Context of Situation to Analyze the Impl ied Meaning of MC Advertising Discourse | 第41-48页 |
| ·Addressor,Addressee and Setting | 第43-45页 |
| ·Code,Channel and Purpose | 第45-48页 |
| ·The Representation of Discourse Structure to Analyze the Implied Meaning of MC Adverising Discourse | 第48-54页 |
| ·Theme Structure | 第49-51页 |
| ·Grammatical Structure | 第51-54页 |
| ·Rhetorical Strategies to Analyze the Impl ied Meaning of MC Advertising Discourse | 第54-63页 |
| ·Covert Communication Applied in Advertising | 第55-56页 |
| ·Puns in Advertising | 第56-60页 |
| ·Metaphors in Advertising | 第60-63页 |
| Chapter Four Explaining the Implied Meaning in MC Advertising Discourse withinthe Framework of Social Identity Theory | 第63-71页 |
| ·Language,Culture,and Social Identity | 第63-64页 |
| ·Explaining the Implied Meaning in MC Advertising Discourse with the Socia Identity Theory | 第64-71页 |
| ·Implied Meaning in MC Advertising Discourse and Social-categorization of Consumer | 第64-67页 |
| ·Implied Meaning in MC Adverrising Discourse and Social Comparison of Consumer | 第67-70页 |
| ·Implied Meaning in MC Advertising Discourse and Positive Distinctiveness | 第70-71页 |
| Conclusion | 第71-75页 |
| Bibliography | 第75-79页 |
