| Abstract | 第4页 |
| 摘要 | 第5-8页 |
| Chapter One Introduction | 第8-11页 |
| 1.1 Background of the Study | 第8-9页 |
| 1.2 Significance and Purpose of the Study | 第9-10页 |
| 1.2.1 Theoretical Significance | 第9页 |
| 1.2.2 Realistic Significance | 第9-10页 |
| 1.3 Layout of the Thesis | 第10-11页 |
| Chapter Two Literature Review | 第11-18页 |
| 2.1 Previous Studies on Language Variation and Classification | 第11-14页 |
| 2.1.1 Previous Foreign Studies on Variation and Classification | 第11-13页 |
| 2.1.2 Previous Studies on Variation and Classification at Home | 第13-14页 |
| 2.2 Cyber Advertising | 第14-18页 |
| 2.2.1 Definition of Cyber Advertising and Advertising Language | 第14-15页 |
| 2.2.2 Characteristics of Cyber Advertising | 第15-16页 |
| 2.2.3 Classification of Cyber Advertising | 第16页 |
| 2.2.4 The Composition of Advertising | 第16-18页 |
| Chapter Three Research Design | 第18-21页 |
| 3.1 Research Questions | 第18页 |
| 3.2 Data Collection | 第18-19页 |
| 3.3 Analytical Procedures | 第19页 |
| 3.4 Data Analysis | 第19-21页 |
| Chapter Four Findings and Discussion | 第21-55页 |
| 4.1 Forms of Language Variation in Cyber Advertising | 第22-50页 |
| 4.1.1 Lexical Variation | 第22-28页 |
| 4.1.2 Phonological Variation | 第28-36页 |
| 4.1.3 Semantic Variation | 第36-45页 |
| 4.1.4 Syntactic Variation | 第45-50页 |
| 4.2 Structure Characteristics of the Variation in Cyber Advertising | 第50-52页 |
| 4.2.1 Logical Contradiction in Cyber Advertising Language Variation | 第51页 |
| 4.2.2 Reversal in Cyber Advertising Language Variation | 第51页 |
| 4.2.3 Parallelism in Cyber Advertising Language Variation | 第51-52页 |
| 4.3 Social Factors Causing Language Variation in Cyber Advertising | 第52-55页 |
| 4.3.1 Development of Science and Economy | 第52-53页 |
| 4.3.2 Social Culture | 第53页 |
| 4.3.3 Social Psychology | 第53-55页 |
| Chapter Five Conclusions | 第55-57页 |
| 5.1 Major Findings | 第55页 |
| 5.2 Limitations | 第55-57页 |
| References | 第57-60页 |
| Appendix: List of Cyber Advertising Sample Analysis | 第60-67页 |
| Acknowledgements | 第67页 |
