| Abstract in English | 第3页 |
| Abstract in Chinese | 第5-6页 |
| Contents | 第6-8页 |
| Introduction | 第8-10页 |
| Chapter One Understanding the Advertising Headline | 第10-17页 |
| 1.1 Basic Knowledge of Advertising Headline | 第10-14页 |
| 1.1.1 The Importance of the Advertising Headline | 第10页 |
| 1.1.2 The Purpose of the Advertising Headline | 第10页 |
| 1.1.3 Types of the Advertising Headline | 第10-13页 |
| 1.1.4 Two Classified Method of the Structure Type in Advertising Headline | 第13页 |
| 1.1.5 The Principles of Writing Advertising Headlines | 第13-14页 |
| 1.2 Previous Linguistic Study on Advertising Language | 第14-15页 |
| 1.2.1 Linguistic Study of Advertising Language | 第14页 |
| 1.2.2 Discourse Analysis of Advertising Language | 第14-15页 |
| 1.2.3 Pragmatic Analysis of Advertising Language | 第15页 |
| 1.2.4 Study in Advertising Aspects | 第15页 |
| 1.2.5 Functional Analysis of Advertising Language | 第15页 |
| 1.3 Summary | 第15-17页 |
| Chapter Two A Brief Review of Functional Analysis of Language | 第17-26页 |
| 2.1 The Four Metafunctions | 第17页 |
| 2.2 Functional Discourse Analysis | 第17-21页 |
| 2.2.1 Interpersonal Function | 第17-18页 |
| 2.2.2 Mood | 第18-20页 |
| 2.2.3 Modal Adjunct | 第20-21页 |
| 2.3 The Previous Study of Language Function | 第21-25页 |
| 2.3.1 "Giving" and "Demanding" | 第21-22页 |
| 2.3.2 "Initiating" and "responding" | 第22-24页 |
| 2.2.3 Language Function and Clause Mood | 第24-25页 |
| 2.4 Summary | 第25-26页 |
| Chapter Three Function Analysis On the Advertising Headline | 第26-40页 |
| 3.1 "Statement" Speech Function of Ad Headlines | 第26-28页 |
| 3.2 One Assumption and Three Hypotheses | 第28-29页 |
| 3.3 The "Offer" Speech Function in the Advertising Headlines | 第29-30页 |
| 3.4 Does "command" exist in the Advertising? | 第30-32页 |
| 3.5 The Speech Function of The Question in Advertising Headlines | 第32-38页 |
| 3.5.1 The Questioner and the Answerer | 第32-34页 |
| 3.5.2 The Style of the "Question" Speech Function | 第34-35页 |
| 3.5.3 "Question" and "Answer" or "Disclaimer" | 第35-37页 |
| 3.5.4 The Difficulties in Defining the "Questioner" and "Answerer" | 第37-38页 |
| 3.6 Summary | 第38-40页 |
| Chapter four Discussion: Features of Speech Function in the Advertising Headlines | 第40-47页 |
| 4.1 The Speech Function Discussion in 40 Classical Advertising Headlines | 第40-44页 |
| 4.1.1 40 Classical Advertising Headlines | 第40-42页 |
| 4.1.2 The Speech Function of the Ad Headlines | 第42-43页 |
| 4.1.3 The Grammatical Features of the 40 Headlines | 第43-44页 |
| 4.2 Summaries in the Four Speech Functions of the Ad Headlines | 第44-47页 |
| 4.2.1 The Statement Speech Function in Ad Headlines | 第44页 |
| 4.2.2 The Offer Speech Function in Ad Headlines | 第44-45页 |
| 4.2.3 The Command Speech Function in Ad Headlines | 第45页 |
| 4.2.4 The Question Speech Function in Ad Headlines | 第45-47页 |
| Conclusion | 第47-50页 |
| Bibliography | 第50-52页 |
| Acknowledgements | 第52页 |
