| Declaration | 第1-3页 |
| Acknowledge | 第3-4页 |
| Abstract | 第4-5页 |
| 摘要 | 第5-9页 |
| Chapter 1 Introduction | 第9-16页 |
| ·Motivation of the Present Study | 第9-10页 |
| ·Rationale of the Present Study | 第10-12页 |
| ·Data Collection and Research Method | 第12-13页 |
| ·Objectives of the Present Study | 第13页 |
| ·Research Questions | 第13-14页 |
| ·Outline of the Thesis | 第14-16页 |
| Chapter 2 Literature Review | 第16-26页 |
| ·Previous Studies on Advertising Language | 第16-24页 |
| ·Semiotic Approach | 第16-17页 |
| ·Discourse Approach | 第17-19页 |
| ·CP Approach | 第19-22页 |
| ·RT Approach | 第22-24页 |
| ·Limitations of the Previous Studies | 第24-26页 |
| Chapter 3 Theoretical Framework | 第26-39页 |
| ·A General Picture of Adaptation Theory | 第26-30页 |
| ·Verschueren 's Pragmatic Perspective | 第26页 |
| ·Making Choices | 第26-27页 |
| ·Three Notions | 第27-28页 |
| ·Four Angles of Pragmatic Investigation | 第28-30页 |
| ·A General Picture of Advertising Language | 第30-39页 |
| ·Ad Language Generation as Realization of Adaptation | 第30-39页 |
| ·Contextual Correlates in Ad Language Generation | 第31-32页 |
| ·The Communicators in Ad Language Generation | 第32-33页 |
| ·The Mental World in Ad Language Generation | 第33-36页 |
| ·Adaptation Model Accounting for Ad Language Generation | 第36-39页 |
| Chapter 4 Process of Adaptation | 第39-64页 |
| ·Rational Appeal | 第39-52页 |
| ·Introduction | 第40页 |
| ·Adaptation to Needs for Functions | 第40-44页 |
| ·Adaptation to Needs for Credibility | 第44-48页 |
| ·Adaptation to Needs for Low Price | 第48-50页 |
| ·Summary | 第50-52页 |
| ·Emotional Appeal | 第52-64页 |
| ·Introduction | 第52页 |
| ·Adaptation to Needs for Compliments | 第52-55页 |
| ·Adaptation to Needs for Acquiring Love | 第55-56页 |
| ·Adaptation to Needs for Romance | 第56-58页 |
| ·Adaptation to Needs for Self-actualization | 第58-62页 |
| ·Summary | 第62-64页 |
| Chapter 5 Conclusion | 第64-69页 |
| ·Introduction | 第64页 |
| ·Summary of the Major Findings | 第64-66页 |
| ·The Adaptation Model Constructed as the Framework | 第64-65页 |
| ·Adaptation Specified in Chinese Female Cosmetic Ads | 第65-66页 |
| ·Limitations and Suggestions | 第66-69页 |
| ·Limitations of the Present Study | 第66-67页 |
| ·Suggestions for Further Research | 第67-69页 |
| Bibliography | 第69-74页 |
