| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-9页 |
| List of Figures and Tables | 第9-14页 |
| Chapter One Introduction | 第14-24页 |
| ·Background of studies of advertising language | 第14-18页 |
| ·Research questions and purposes of this study | 第18-19页 |
| ·Theoretical and methodological orientations of this dissertation | 第19-22页 |
| ·Data collection | 第22页 |
| ·Organization of the dissertation | 第22-24页 |
| Chapter Two Theory Preliminaries | 第24-54页 |
| ·Introduction | 第24页 |
| ·Critical discourse analysis | 第24-34页 |
| ·From discourse analysis to critical discourse analysis | 第24-31页 |
| ·A survey of critical discourse analysis | 第31-34页 |
| ·The view of discourse in critical discourse analysis | 第34-38页 |
| ·Discourse vs. Text | 第34-35页 |
| ·Discourse as action | 第35-37页 |
| ·Discourse as ideologies | 第37-38页 |
| ·Ideology and power in language | 第38-48页 |
| ·Ideology | 第38-44页 |
| ·Ideology: specific vs. total | 第40-41页 |
| ·Ideology: cognitive vs. material | 第41-44页 |
| ·Power | 第44-46页 |
| ·Gramsci: power as hegemony | 第44-45页 |
| ·Foucault: power as knowledge | 第45-46页 |
| ·Bourdieu: symbolic power | 第46页 |
| ·The relationship among language, ideology and power | 第46-48页 |
| ·The text-oriented framework for analysing ideologies | 第48-53页 |
| ·Hallidayan paradigm: text functionality in context | 第48-50页 |
| ·Framework for analysing ideology in discourseFairclough’s three-dimension model | 第50-53页 |
| ·Summary | 第53-54页 |
| Chapter Three Modality as Explicit Representation of Ideologies in Advertising Discourse | 第54-73页 |
| ·Introduction | 第54页 |
| ·The ideological nature of modality | 第54-57页 |
| ·Meaning dimensions and grammatical devices of modality | 第57-63页 |
| ·Meaning dimensions of modality | 第58-60页 |
| ·Modalization vs. modulation | 第58页 |
| ·Modality responsibility | 第58-59页 |
| ·Modality values | 第59-60页 |
| ·Grammatical devices of modality | 第60-63页 |
| ·Modality and its ideological meanings in advertising discourse | 第63-72页 |
| ·Ideological meanings of modality in advertising discourse: a case study | 第63-66页 |
| ·Modality distribution in advertising texts: empirical studies | 第66-72页 |
| ·A contrast analysis of the distribution of modality in different types of advertising | 第66-70页 |
| ·Ideological meanings implied in the features of modality distribution | 第70-72页 |
| ·Summary | 第72-73页 |
| Chapter Four Personal system as Representation of Ideologies in Advertising Discourse | 第73-94页 |
| ·Introduction | 第73-74页 |
| ·The functions of personal pronouns: SFL perspective | 第74-76页 |
| ·The politics of some personal pronouns | 第76-81页 |
| ·‘them and us’attitude | 第76-79页 |
| ·‘me’and ‘you’: subjectivity or empathy | 第79-81页 |
| ·Ideological meanings of personal pronouns in ads | 第81-92页 |
| ·Characteristics of use of personal pronouns in ads | 第81-83页 |
| ·Personal pronouns work ideologically in building relations | 第83-92页 |
| ·Summary | 第92-94页 |
| Chapter Five Transitivity as Implicit Representation of Ideologies in Advertising Discourse | 第94-110页 |
| ·Introduction | 第94页 |
| ·Transitivity as the construal of experience | 第94-98页 |
| ·Transitivity as representation of ideologies | 第98-102页 |
| ·Transitivity system and the power relations in advertising discourse | 第102-108页 |
| ·Summary | 第108-110页 |
| Chapter Six Intertextuality as Representation of Ideologies in Advertising Discourse | 第110-128页 |
| ·Introduction | 第110页 |
| ·What is intertextuality | 第110-116页 |
| ·Bakhtin: dialogism and heteroglossia | 第110-111页 |
| ·Kristeva: intertextuality as dialogue between texts or text and social context | 第111-112页 |
| ·Other interpretations of the term “intertextuality” | 第112-113页 |
| ·Intertextuality and interdiscursivity | 第113-116页 |
| ·The ideological functions of intertextuality | 第116-119页 |
| ·Intertextuality as hegemonic struggle in advertising discourse | 第119-126页 |
| ·Summary | 第126-128页 |
| Chapter Seven Conclusion | 第128-138页 |
| ·Summary of this dissertation | 第128-129页 |
| ·Major findings | 第129-135页 |
| ·Limitations of this study | 第135-136页 |
| ·Suggestions for further research | 第136-138页 |
| Appendices | 第138-152页 |
| Bibliography | 第152-165页 |
