| 中文摘要 | 第1-5页 |
| ABSTRACT | 第5-9页 |
| Chapter Ⅰ Introduction | 第9-14页 |
| ·Literature review | 第10-13页 |
| ·Literature abroad | 第10-11页 |
| ·Literature at home | 第11-13页 |
| ·Hypotheses | 第13-14页 |
| Chapter Ⅱ The Concept of Advertisement | 第14-18页 |
| ·The definition of advertising | 第14-15页 |
| ·The goal of advertisement | 第15-18页 |
| Chapter Ⅲ Sociological, Sociolinguistic and Marketing TheoriesRelated to the Research | 第18-23页 |
| ·Division-of-labor-by-sex theory | 第18-20页 |
| ·Language as an embodiment of social attitudes to gender roles | 第20-21页 |
| ·Buyer behavior theory and advertising strategies | 第21-23页 |
| Chapter Ⅳ Methods Adopted for the Research | 第23-26页 |
| ·Diachronic analysis | 第24页 |
| ·Comparative analysis | 第24-25页 |
| ·Analysis by examining samples listed in pragmatic categories | 第25-26页 |
| Chapter Ⅴ Analyses of Cosmetic and Auto Advertisements | 第26-49页 |
| ·Analyses from the Perspective of Lexicology | 第26-37页 |
| ·Cosmetics | 第26-30页 |
| ·Automobiles | 第30-33页 |
| ·Differences in social attitudes toward different genders | 第33-34页 |
| ·Changes in Attitudes | 第34-37页 |
| ·Analyses from the Perspective of Pragmatics | 第37-49页 |
| ·Bring forth rational thinking | 第38-40页 |
| ·Bring forth emotional responses | 第40-42页 |
| ·Bring forth synthetic thinking | 第42-45页 |
| ·Differences in social attitudes toward different genders | 第45-47页 |
| ·Changes in Attitudes | 第47-49页 |
| Chapter Ⅵ Conclusion | 第49-51页 |
| Bibliography | 第51-56页 |
| Appendix | 第56-61页 |
| Published article | 第61-62页 |
| Acknowledgement | 第62页 |
