| Acknowledgements | 第1-6页 |
| Abstract in English | 第6-8页 |
| 摘要 | 第8-11页 |
| Chapter 1 Introduction | 第11-13页 |
| ·Purpose and Significance of This Research | 第11-12页 |
| ·The Layout of This Thesis | 第12-13页 |
| Chapter 2 Literature Review | 第13-20页 |
| ·A Brief History and Development of European and American Advertising | 第13-16页 |
| ·Discourse Stylistics and the Western Commercial Advertisement | 第16-20页 |
| Chapter 3 Theoretical Framework of This Thesis | 第20-28页 |
| ·The Definition of Stylistics | 第20页 |
| ·The Definition of Style | 第20-21页 |
| ·Three Views on Style：Dualism, Monism, Pluralism | 第21-22页 |
| ·Different Branches of Stylistics | 第22-23页 |
| ·Discourse Stylistics | 第23-25页 |
| ·Definition, Classification and Components of Advertisement | 第25-26页 |
| ·Aims and Importance of Advertisement | 第26-28页 |
| Chpater 4 Linguistic Analysis of Western Commercial Advertisements | 第28-58页 |
| ·At the Phonological Level | 第28-35页 |
| ·Alliteration | 第28-30页 |
| ·Rhyme | 第30-31页 |
| ·Assonance | 第31-32页 |
| ·Consonance | 第32-33页 |
| ·Onomatopoeia | 第33-35页 |
| ·At the Graphological Level | 第35-37页 |
| ·Punctuation of the Advertisement Text | 第35-36页 |
| ·Shape of the Advertisement Text | 第36-37页 |
| ·Type of the Advertisement Print | 第37页 |
| ·At the Lexical Level | 第37-49页 |
| ·The Use of Simple Words | 第38-40页 |
| ·The Use of Nounce Words to Show Anglicization | 第40-44页 |
| ·The Use of Borrowed Words | 第44-45页 |
| ·The Use of Figures of Speech to Show Luxury and Emotional Coloring | 第45-49页 |
| ·At the Syntactic Level | 第49-58页 |
| ·Sentence Type | 第49-55页 |
| ·Tense | 第55-56页 |
| ·Voice | 第56-58页 |
| Chapter 5 Contextual Factors Analysis of Western Commercial Advertisements | 第58-66页 |
| ·Introduction of Variety | 第58-60页 |
| ·The Definition of Variety | 第58-59页 |
| ·Three Variables of Variety | 第59-60页 |
| ·Register and Advertisement | 第60-66页 |
| ·Field of Discourse: the Theme and Scope of Advertisement | 第60-62页 |
| ·Tenor of Discourse: the Relation Between Advertisers and Consumers | 第62-64页 |
| ·Mode of Discourse: Transmitting Media ofAdvertisement | 第64-66页 |
| Chapter 6 Conclusion | 第66-69页 |
| ·Summary of This Thesis | 第66-67页 |
| ·Limitations of This Thesis | 第67-68页 |
| ·Suggestions for Further Research | 第68-69页 |
| Reference | 第69-75页 |
| Publications | 第75页 |
