| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| Chapter One Introduction | 第10-14页 |
| ·The general purpose of this study | 第10页 |
| ·Significance of the study | 第10-11页 |
| ·Originality and feasibility of the study | 第11-12页 |
| ·Methodology and data collection | 第12页 |
| ·Organization of the study | 第12-13页 |
| ·Summary | 第13-14页 |
| Chapter Two Literature Review | 第14-23页 |
| ·Definition and function of advertising | 第14-15页 |
| ·Classification of advertisements | 第15-16页 |
| ·Components of printed advertisements | 第16-17页 |
| ·Previous studies of advertising language | 第17-21页 |
| ·Previous studies of advertising language at home | 第17-19页 |
| ·Previous studies of advertising language abroad | 第19-21页 |
| ·Summary | 第21-23页 |
| Chapter Three Theoretical Foundation: Rhetorical Iconicity | 第23-35页 |
| ·Iconicity theory | 第23-30页 |
| ·Definition of iconicity | 第23-26页 |
| ·Classification of iconicity | 第26-30页 |
| ·Rhetoric study | 第30-31页 |
| ·Iconicity as a rhetorical device | 第31-33页 |
| ·Iconicity as a rhetorical device at different dimensions of advertising language | 第33-34页 |
| ·Summary | 第34-35页 |
| Chapter Four Imagic Iconicity in Advertising Language | 第35-58页 |
| ·Phonological iconicity in advertising language | 第35-45页 |
| ·Definition and classification of phonological iconicity | 第35页 |
| ·Phonological iconicity in advertising language | 第35-45页 |
| ·Summary | 第45页 |
| ·Graphological iconicity in advertising language | 第45-58页 |
| ·Definition of graphological iconicity | 第45-46页 |
| ·Graphological iconicity in advertising language | 第46-57页 |
| ·Summary | 第57-58页 |
| Chapter Five Diagrammatic Iconicity in Advertising Language | 第58-84页 |
| ·Markedness iconicity in advertising language | 第58-63页 |
| ·Definition of markedness iconicity | 第58-59页 |
| ·Markedness iconicity in advertising language | 第59-63页 |
| ·Summary | 第63页 |
| ·Quantity iconicity in advertising language | 第63-74页 |
| ·Definition of quantity iconicity | 第63-64页 |
| ·Quantity iconicity in advertising language | 第64-73页 |
| ·Summary | 第73-74页 |
| ·Symmetrical iconicity in advertising language | 第74-84页 |
| ·Definition of symmetrical iconicity | 第74-75页 |
| ·Symmetrical iconicity in advertising language | 第75-83页 |
| ·Summary | 第83-84页 |
| Chapter Six Conclusion | 第84-86页 |
| ·Summary of the whole study | 第84页 |
| ·Conclusions of this study | 第84-85页 |
| ·Limitations and future prospects of this study | 第85-86页 |
| Bibliography | 第86-90页 |
| Acknowledgements | 第90-91页 |
| 攻读硕士学位期间的研究成果 | 第91页 |
