| Abstract | 第1-7页 |
| 摘要 | 第7-12页 |
| Chapter 1 Introduction | 第12-15页 |
| ·Overview | 第12-13页 |
| ·Research rationale and significance | 第13-14页 |
| ·Research methodology and data collection | 第14页 |
| ·Outline of the thesis | 第14-15页 |
| Chapter 2 Literature Review | 第15-28页 |
| ·Previous studies on advertising language | 第15-26页 |
| ·Non-linguistic approach | 第15-16页 |
| ·Rhetorical approach | 第16-18页 |
| ·Style or discourse types | 第16-17页 |
| ·Rhetorical techniques | 第17-18页 |
| ·Semantic approach | 第18-19页 |
| ·Pragmatic approach | 第19-26页 |
| ·Approaches related to the cooperative principle | 第19-22页 |
| ·Approaches related to relevance theory | 第22-23页 |
| ·Approaches to linguistic devices and features | 第23-26页 |
| ·Limitations of the previous studies | 第26页 |
| ·Theories used in the present research | 第26-28页 |
| Chapter 3 Theoretical Framework | 第28-33页 |
| ·Verschueren’s Adaptation Theory | 第28-31页 |
| ·Pragmatic perspective | 第28页 |
| ·Making choices | 第28-29页 |
| ·Three properties of language: variability, negotiability,and adaptability | 第29-30页 |
| ·Four angles of investigation | 第30-31页 |
| ·Basic points of advertising | 第31-33页 |
| ·Definition of advertising | 第31页 |
| ·Classification of advertising | 第31-32页 |
| ·Functions of advertising | 第32页 |
| ·Advertising and language | 第32-33页 |
| Chapter 4 Process of Adaptation in Advertising Language Production | 第33-37页 |
| ·Advertising language production as linguistic choice | 第33页 |
| ·Advertising language production as linguistic adaptation | 第33-34页 |
| ·Contextual correlates in advertising language generation | 第34-35页 |
| ·The communicators in the production of advertising language | 第35-37页 |
| Chapter 5 Adaptation Theory Applied in Food Advertising Language Generation | 第37-49页 |
| ·Adaptation to the mental world | 第37-45页 |
| ·Mental world in advertising language generation | 第37页 |
| ·Adaptation model of advertising language generation | 第37-38页 |
| ·The process of adaptation | 第38-45页 |
| ·Rational appeal | 第38-43页 |
| ·Emotional appeal | 第43-45页 |
| ·Adaptation to the social world | 第45-49页 |
| ·Adaptation to social settings and institutions | 第45-47页 |
| ·Adaptation to social culture | 第47-49页 |
| Chapter 6 Conclusion | 第49-51页 |
| ·Major findings and implications of the study | 第49页 |
| ·Limitations | 第49-50页 |
| ·Suggestions for further research | 第50-51页 |
| References | 第51-54页 |
| Acknowledgements | 第54-55页 |
| 攻读硕士期间发表的论文 | 第55-56页 |
