| ABSTRACT | 第1-6页 |
| 摘要 | 第6-10页 |
| Introduction | 第10-11页 |
| Chapter One: On Advertising | 第11-14页 |
| ·Definition of advertising | 第11页 |
| ·The feature of advertising English | 第11-12页 |
| ·Objectives of advertising | 第12-14页 |
| Chapter Two: Relevant Theories Concerning Signs | 第14-29页 |
| ·History and origin | 第14-15页 |
| ·The importance of sign | 第15-16页 |
| ·The two dominant models of what constitutes sign-from Saussure and Peirce | 第16-24页 |
| ·Saussure's model of the sign | 第16-21页 |
| ·Peirce's model of the sign | 第21-24页 |
| ·The relationship between semiotics and rhetoric and metaphor | 第24-29页 |
| ·Semiotics and rehtoric | 第24-26页 |
| ·Semiotics and metaphor | 第26-29页 |
| Chapter Three: Development of Advertisement Sign | 第29-41页 |
| ·The basic features of advertisement sign | 第29-33页 |
| ·The arbitrariness of advertisement sign | 第29-30页 |
| ·The systematicity and variability of advertisement | 第30-31页 |
| ·Stability of the difference of advertisement sign | 第31页 |
| ·Synchronic feature of advertisement sign | 第31-33页 |
| ·The development trend of advertisement sign and its causes | 第33-41页 |
| ·Development of advertisement sign | 第33-36页 |
| ·Causes ofthe development trend | 第36-41页 |
| Chapter Four: Analysis of Similes and Metaphors in the Perspective of Semiotics | 第41-50页 |
| ·The composition of simile in the perspective of semiotics | 第41-44页 |
| ·Examples of simile with independent phrases | 第41-43页 |
| ·The realization of signification of simile with independent phrases | 第43-44页 |
| ·The composition of metaphor with independent phrase in the perspective of semiotics | 第44-50页 |
| ·Examples of metaphor with independent phrase | 第44-47页 |
| ·The realization of signification of metaphor with independent phrase | 第47-50页 |
| Chapter Five: Conclusion | 第50-52页 |
| Bibliography | 第52-54页 |
| ACKNOWLEDGEMENTS | 第54-55页 |
| 攻读学位期间发表的学术论文目录 | 第55-56页 |
| APPENDIX ONE | 第56-57页 |
| APPENDIX TWO | 第57-58页 |
| APPENDIX THREE | 第58页 |
