| Acknowledgements | 第7-8页 |
| Abstract | 第8页 |
| Part Ⅰ Background | 第9-37页 |
| Chapter One Introduction | 第9-19页 |
| 1.1 General Introduction to This Study | 第9-10页 |
| 1.2 An Introduction to Advertising Slogans and Headlines | 第10-15页 |
| 1.2.1 An Introduction to Advertising | 第10-13页 |
| 1.2.1.1 Definition of Advertising | 第10-11页 |
| 1.2.1.2 Classification of Ads | 第11-12页 |
| 1.2.1.3 Elements of Ads | 第12页 |
| 1.2.1.4 Functions of Advertising | 第12页 |
| 1.2.1.5 The Significance of Language in Advertising | 第12-13页 |
| 1.2.2 An Introduction to Slogans and Headlines in Ads | 第13-15页 |
| 1.2.2.1 Definition and Characteristics of Slogans and Headlines | 第13-14页 |
| 1.2.2.2 The Significance of Slogans and Headlines | 第14-15页 |
| 1.3 Reasons for the Present Study | 第15-16页 |
| 1.3.1 The Significance of the Coca-Cola Company's Ads | 第15-16页 |
| 1.3.2 Reasons for the Present Study | 第16页 |
| 1.4 Overall Structure of the Thesis | 第16-17页 |
| 1.5 Data Collection and Methodology of This Study | 第17-19页 |
| 1.5.1 Data Collection | 第17-18页 |
| 1.5.2 Methodology of the Study | 第18-19页 |
| Chapter Two Literature Review | 第19-24页 |
| 2.1 Western Studies | 第19-22页 |
| 2.2 Chinese Studies | 第22-23页 |
| 2.3 Room for Improvement | 第23-24页 |
| Chapter Three Terms and Theoretical Framework | 第24-37页 |
| 3.1 Language, Culture and Thought | 第24页 |
| 3.2 Verschueren's Linguistic Adaptation Theory | 第24-28页 |
| 3.2.1 Introduction | 第24-25页 |
| 3.2.2 Four Aspects of Adaptation | 第25-28页 |
| 3.3 Theories on Consumers' Psychological Needs and Motivations | 第28-31页 |
| 3.3.1 Bovee and Arens' Statement of the Consumers' Motivation Process | 第28-29页 |
| 3.3.2 Davis W. Nylen's Categories of Objectives | 第29-30页 |
| 3.3.3 Maslow's Hierarchical Structure of Basic Needs | 第30-31页 |
| 3.3.4 Copeland's Classification of Rational and Emotional Motives | 第31页 |
| 3.4 Theories on American Culture Patterns | 第31-34页 |
| 3.4.1 The Definition and Characteristics of Culture Patterns | 第32页 |
| 3.4.2 Samovar, Porter and Stefani's Dominant American Culture Patterns | 第32-34页 |
| 3.5 Speech Act Theory | 第34页 |
| 3.6 The Framework of the Present Study | 第34-37页 |
| Part Ⅱ Data Analysis | 第37-66页 |
| Chapter Four Advertising Slogans and headlines' Communication Model | 第37-40页 |
| 4.1 Three Distinctions about Advertising Slogans and Headlines' Communication Model | 第37-38页 |
| 4.1.1 Verbal or Non-Verbal Communication | 第37页 |
| 4.1.2 Public or Private Communication | 第37-38页 |
| 4.1.3 One-Way or Two-Way Communication | 第38页 |
| 4.2 Advertising Slogans and Headlines' Communication Model | 第38-40页 |
| Chapter Five Adaptation to the Mental World | 第40-54页 |
| 5.1 Introduction | 第40页 |
| 5.2 Consumers' Psychological Needs That Coke's Slogans and Headlines Adapt To | 第40-45页 |
| 5.2.1 Safety | 第40-41页 |
| 5.2.2 Belongingness and Love | 第41-42页 |
| 5.2.3 Fashion and Popularity | 第42-44页 |
| 5.2.4 Youth and Being Energetic | 第44页 |
| 5.2.5 Convenience | 第44-45页 |
| 5.3 The Linguistic Realization | 第45-54页 |
| 5.3.1 Frequent Use of Adjectives | 第45-48页 |
| 5.3.1.1 Introduction | 第45-46页 |
| 5.3.1.2 Frequent Use of Descriptive Adjectives | 第46-47页 |
| 5.3.1.3 Frequent Use of Positive Adjectives | 第47-48页 |
| 5.3.2 Nouns—Frequent Use of Carefully Designed Brand Name | 第48-49页 |
| 5.3.3 Skillful Use of Monosyllabic Verbs | 第49-50页 |
| 5.3.4 Frequent Use of Short and Simple Sentences | 第50-54页 |
| 5.3.4.1 General Introduction | 第50页 |
| 5.3.4.2 Frequent Use of Sentences with High Accessibility | 第50-51页 |
| 5.3.4.3 Phrases with Independent Status | 第51-52页 |
| 5.3.4.4 Frequent Use of Imperative Sentences | 第52-54页 |
| Chapter Six Adaptation to the Social World | 第54-62页 |
| 6.1 Adaptation to Dominant American Cultural Patterns | 第54-57页 |
| 6.1.1 Individualism | 第54-55页 |
| 6.1.2 Equality | 第55页 |
| 6.1.3 Materialism | 第55-56页 |
| 6.1.4 Work and Leisure | 第56-57页 |
| 6.2 Adaptation to Different Social environments | 第57-62页 |
| 6.2.1 Introduction | 第57页 |
| 6.2.2 Adaptation to the Two World Wars | 第57-58页 |
| 6.2.3 Adaptation to the Great Depression | 第58-60页 |
| 6.2.4 Adaptation to the Two Challenges in the Developing Process of the Company | 第60-62页 |
| Chapter Seven Adaptation to the Physical World | 第62-66页 |
| 7.1 Introduction | 第62页 |
| 7.2 Adaptation to Time | 第62-63页 |
| 7.3 Adaptation to Space | 第63-64页 |
| 7.4 Adaptation to Material Conditions | 第64-66页 |
| Part Ⅲ Conclusion | 第66-69页 |
| Chapter Eight Conclusions | 第66-69页 |
| 8.1 Major Findings | 第66-67页 |
| 8.2 Limitations of This Study and Suggestions for Further Researches | 第67-69页 |
| Bibliography | 第69-74页 |
| Appendix | 第74-81页 |
