| Acknowledgements | 第1-4页 |
| Abstract in Chinese | 第4-6页 |
| Abstract in English | 第6-9页 |
| Contents | 第9-12页 |
| 1． Introduction | 第12-17页 |
| 2． A Brief Introduction of Advertising and Its Copywriting | 第17-28页 |
| 2．1 A brief introduction of advertising | 第17-21页 |
| 2．1．1 Definition of advertising | 第17-18页 |
| 2．1．2 Classification of advertising | 第18-20页 |
| 2．1．3 Functions of advertising | 第20页 |
| 2．1．4 Objectives of advertising | 第20-21页 |
| 2．2 A brief introduction of advertising copywriting | 第21-28页 |
| 2．2．1 Structure of advertising copywriting | 第21-23页 |
| 2．2．2 Basic rules of advertising copywriting | 第23-24页 |
| 2．2．3 Commonly used literal devices of advertising copywriting | 第24-28页 |
| 3． A Comparative Study of Three Types of Common Words in English and Chinese Advertising | 第28-53页 |
| 3．1 Nouns | 第30-37页 |
| 3．1．1 Nouns in English advertising | 第31-34页 |
| 3．1．2 Nouns in Chinese advertising | 第34-36页 |
| 3．1．3 Comparison and analysis | 第36-37页 |
| 3．2 Verbs | 第37-44页 |
| 3．2．1 Verbs in English advertising | 第37-40页 |
| 3．2．2 Verbs in Chinese advertising | 第40-42页 |
| 3．2．3 Comparison and analysis | 第42-44页 |
| 3．3 Adjectives | 第44-53页 |
| 3．3．1 Adjectives in English advertising | 第44-49页 |
| 3．3．2 Adjectives in Chinese advertising | 第49-52页 |
| 3．3．3 Comparison and analysis | 第52-53页 |
| 4． A Comparative Study of Formation of Words in English and Chinese Advertising | 第53-62页 |
| 4．1 Affixation | 第53-54页 |
| 4．2 Compounding | 第54-55页 |
| 4．3 Blending | 第55-56页 |
| 4．4 Clipping and Acronymy | 第56-57页 |
| 4．5 Nonce-formation | 第57-59页 |
| 4．6 Onomatopoeia and Sound reduplication | 第59-62页 |
| 5． A Comparative Study of Figures of Speech in English and Chinese Advertising | 第62-71页 |
| 5．1 Metonymy | 第62-63页 |
| 5．2 Simile and Metaphor | 第63-64页 |
| 5．3 Personification | 第64-65页 |
| 5．4 Pun | 第65-67页 |
| 5．5 Alliteration and Rhyme | 第67-68页 |
| 5．6 Hyperbole | 第68-69页 |
| 5．7 Transferred Epithet | 第69页 |
| 5．8 Parody | 第69-71页 |
| 6． Conclusion | 第71-74页 |
| Bibliography | 第74-76页 |
| Appendix 1 Titles of 100 English Advertisements | 第76-81页 |
| Appendix 2 Titles of 100 Chinese Advertisements | 第81-84页 |
