| 摘要 | 第4-6页 |
| Abstract | 第6-7页 |
| Chapter One Introduction | 第12-18页 |
| 1.1 Research Background | 第12-16页 |
| 1.2 Research Significance | 第16-17页 |
| 1.2.1 Theoretical Significance | 第16页 |
| 1.2.2 Practical Significance | 第16-17页 |
| 1.3 The Organization of the Thesis | 第17-18页 |
| Chapter Two Literature Review | 第18-36页 |
| 2.1 Previous Studies on Advertising | 第18-21页 |
| 2.1.1 Studies on Advertising Abroad | 第18-19页 |
| 2.1.2 Studies on Advertising at Home | 第19-21页 |
| 2.2 Previous Studies on Cosmetic Advertising | 第21-25页 |
| 2.2.1 Studies on Cosmetic Advertising Abroad | 第22-23页 |
| 2.2.2 Studies on Cosmetic Advertising at Home | 第23-25页 |
| 2.3 Basic Concepts of Cosmetic Advertising | 第25-36页 |
| 2.3.1 Brief Introduction of Advertisements | 第25-27页 |
| 2.3.2 Definition of Cosmetic Advertising | 第27-28页 |
| 2.3.3 Classification of Cosmetic Advertising | 第28-30页 |
| 2.3.4 Components of Cosmetic Advertising Language | 第30-34页 |
| 2.3.5 Functions of Cosmetic Advertising Language | 第34-36页 |
| Chapter Three Theoretical Framework of the Research | 第36-47页 |
| 3.1 Language and Society | 第36-39页 |
| 3.1.1 Language as a Social Phenomenon | 第36-37页 |
| 3.1.2 Language Depends on Society | 第37-38页 |
| 3.1.3 Language as a Necessary Condition for the Existenceand Development of the Society | 第38页 |
| 3.1.4 Language Reflects Social and Economic Inequality | 第38-39页 |
| 3.2 Language and Gender | 第39-42页 |
| 3.3 Language and Change | 第42-45页 |
| 3.4 Motivation Theory | 第45-47页 |
| Chapter Four Research Methodology | 第47-50页 |
| 4.1 Research Questions | 第47页 |
| 4.2 Research Design | 第47-48页 |
| 4.3 Research Method | 第48页 |
| 4.4 Data Collection | 第48-50页 |
| Chapter Five Results and Discussion | 第50-68页 |
| 5.1 The General Language Features of Cosmetic Advertising | 第50-57页 |
| 5.1.1 High Frequency Words | 第51-53页 |
| 5.1.2 Homophonic Words | 第53-56页 |
| 5.1.3 Mixture of Chinese and English | 第56页 |
| 5.1.4 Use of Internet Catchwords | 第56-57页 |
| 5.2 Features of Gender-based Cosmetic Advertising Language | 第57-61页 |
| 5.2.1 Similarities in Advertising Language between Maleand Female Cosmetics | 第58-59页 |
| 5.2.2 Differences in Advertising Language between Maleand Female Cosmetics | 第59-61页 |
| 5.3 Features of Age-based Cosmetic Advertising Language | 第61-68页 |
| 5.3.1 Kids | 第62页 |
| 5.3.2 Teenage Girls | 第62-63页 |
| 5.3.3 Young Women | 第63-65页 |
| 5.3.4 Middle -aged Women | 第65-68页 |
| Chapter Six Conclusion | 第68-71页 |
| 6.1 Major Findings | 第68-70页 |
| 6.2 Limitations and Implications | 第70-71页 |
| References | 第71-75页 |
| 作者简介 | 第75-76页 |
| Acknowledgements | 第76页 |
