| Acknowledgements | 第1-4页 |
| Abstract in English | 第4-6页 |
| Abstract in Chinese | 第6-12页 |
| Chapter One Introduction | 第12-21页 |
| ·Research background | 第12-17页 |
| ·Linguistic approach | 第12-14页 |
| ·Semiotic approach | 第14-16页 |
| ·Communication approach | 第16-17页 |
| ·Significance of the study of English advertising language. | 第17-18页 |
| ·Framework and research methodology of the study | 第18-21页 |
| Chapter Two Advertising and Advertising Language | 第21-31页 |
| ·Definition of advertising | 第21-22页 |
| ·Classification of advertising | 第22-23页 |
| ·Components of advertising | 第23-25页 |
| ·Headlines | 第23-24页 |
| ·Body copy | 第24-25页 |
| ·Slogan | 第25页 |
| ·About normal language | 第25-27页 |
| ·Advertising language: an " normal or abnormal language" | 第27-31页 |
| Chapter Three Specific language Features of Advertising | 第31-105页 |
| ·Phonological features | 第31-36页 |
| ·Onomatopoeia | 第31-32页 |
| ·Alliteration | 第32-33页 |
| ·Assonance | 第33-34页 |
| ·Rhyme | 第34-36页 |
| ·Lexical features | 第36-56页 |
| ·Personal pronouns | 第36-45页 |
| ·Coinage | 第45-48页 |
| ·Verbs | 第48-50页 |
| ·Weasel Words | 第50-54页 |
| ·Adjectives | 第54-56页 |
| ·Syntactic features | 第56-71页 |
| ·Simple and elliptical sentences | 第57-61页 |
| ·Interrogative and imperative sentences | 第61-67页 |
| ·Disjunctive and conditional sentences | 第67-71页 |
| ·Discourse features | 第71-82页 |
| ·Discourse elements | 第72-77页 |
| ·Cohesion and coherence | 第77-82页 |
| ·Cohesion and coherence in advertising discourse | 第77-78页 |
| ·Cohesive devices in advertising discourse | 第78-80页 |
| ·Coherence in English advertising | 第80-82页 |
| ·Pragmatic features | 第82-105页 |
| ·Relevance | 第83-87页 |
| ·Presupposition | 第87-101页 |
| ·Semantic presupposition | 第88-89页 |
| ·Pragmatics presupposition | 第89-91页 |
| ·Presupposition in advertising language | 第91-101页 |
| ·Persuasion | 第101-105页 |
| Chapter Four Culture and Advertising Language | 第105-124页 |
| ·Advertising language and culture | 第105-108页 |
| ·Culture as background | 第108-109页 |
| ·Cultural differences in advertising language | 第109-124页 |
| ·Individual orientation versus group orientation | 第110-113页 |
| ·Fact emphasis versus authority emphasis | 第113-115页 |
| ·Direct expression versus devious expression | 第115-118页 |
| ·Concrete thought versus abstract thought | 第118-120页 |
| ·Static lifestyles versus dynamic lifestyles | 第120-124页 |
| Chapter Five Conclusion | 第124-131页 |
| ·General Conclusion | 第124-127页 |
| ·Significance of this research | 第127-128页 |
| ·Problems in English advertising | 第128-129页 |
| ·Suggestions for further study | 第129-131页 |
| Bibliography | 第131-135页 |
