| Declaration | 第1-4页 |
| Acknowledgement | 第4-5页 |
| Chinese Abstract | 第5-6页 |
| English Abstract | 第6-8页 |
| Contents | 第8-10页 |
| CHAPTER ONE: INTRODUCTION | 第10-17页 |
| ·The Importance of Advertising in Society | 第10-11页 |
| ·Definition and Types of Advertising | 第11-13页 |
| ·Main Function of Advertising | 第13-15页 |
| ·Main Aims and Structure of This Thesis | 第15-17页 |
| CHAPTER TWO: LITERATURE RE0IEW | 第17-38页 |
| ·'Persuasiveness' as Used in This Thesis | 第17-20页 |
| ·Studies of Advertising Language in China | 第20页 |
| ·Guy Cook's The Discourse of Advertising and the Semiotic Approach | 第20-26页 |
| ·The Context of Advertising | 第21-22页 |
| ·Parasite Discourse | 第22-23页 |
| ·Pictures and Language | 第23-24页 |
| ·Semiotic Approach | 第24-26页 |
| ·The Semantic Approach | 第26-28页 |
| ·The Pragmatic Approach | 第28-35页 |
| ·Modality, Entailment and Presupposition | 第28-31页 |
| ·Relevance Theory | 第31-35页 |
| ·Comments on The Above Reviewed Approaches | 第35-38页 |
| CHAPTER THREE: THEORETICAL FRAMEWORK | 第38-51页 |
| ·The Psychology of Advertising | 第38-44页 |
| ·Perception: Creating Stopping Power | 第39-40页 |
| ·Awareness: Making an Impression | 第40页 |
| ·Understanding: Making it Clear | 第40-41页 |
| ·Persuasion: Making Moving Message | 第41-44页 |
| ·The Framework of This Paper | 第44-51页 |
| ·Two Basic Levels of Needs and Association | 第44-47页 |
| ·Discourse Level, Semantic Level and Pragmatic Level | 第47-51页 |
| CHAFFER FOUR: DATA ANALYS0S | 第51-79页 |
| ·Discourse Level | 第51-58页 |
| ·Semantic Level | 第58-65页 |
| ·Pragmatic Level (Ⅰ) | 第65-70页 |
| ·Pragmatic Level (Ⅱ) | 第70-79页 |
| CHAPTER FIVE: SUMMARY AND CONCLUSION | 第79-84页 |
| ·Summary of the Present Study | 第79-82页 |
| ·Suggestion of Further Studies | 第82-84页 |
| REFERENCE | 第84-85页 |
