| Abstract | 第1-3页 |
| 摘要 | 第3-4页 |
| 中文文摘 | 第4-7页 |
| CONTENTS | 第7-9页 |
| Chapter One Introduction | 第9-15页 |
| ·Sign and Semiotics | 第9-11页 |
| ·Advertising: its meanings and types | 第11-12页 |
| ·Semiotic Analysis of Advertising | 第12-13页 |
| ·The Outline | 第13-15页 |
| Chapter Two Theoretical Foundation | 第15-25页 |
| ·Saussure's Semiotic Theory | 第15-18页 |
| ·Sound Image and Mental Concept | 第15-16页 |
| ·Langue and Parole | 第16-17页 |
| ·Synchronic Study and Diachronic Study | 第17页 |
| ·The Issue of Value | 第17-18页 |
| ·Peirce's Semiotics | 第18-20页 |
| ·Roland Barthes's Mythology | 第20-22页 |
| ·Three Messages in an Image | 第20页 |
| ·Ideology and Language | 第20-21页 |
| ·Denotation and Connotation | 第21-22页 |
| ·Baudrillard's Consumption Culture | 第22页 |
| ·Summary | 第22-25页 |
| Chapter Three Exploration and Interpretation of Signs in Advertising | 第25-37页 |
| ·Linguistic Signs in TV Advertising | 第26-29页 |
| ·Linguistic Signs in the Spoken and Written Forms | 第26-28页 |
| ·Rhetorical Analysis of Linguistic Signs in TV Advertising | 第28-29页 |
| ·Non-linguistic Signs in TV Advertising | 第29-32页 |
| ·The Non-linearity of Image Signs | 第30-31页 |
| ·The Multilayer Characteristic of Image Signs | 第31-32页 |
| ·The Mythological Feature of Image Signs | 第32页 |
| ·Celebrity Symbols | 第32-34页 |
| ·The Identity of the Celebrities and Its Symbolic Significance | 第33页 |
| ·Choices of Celebrity in Advertisements | 第33-34页 |
| ·Culture as the Invisible and Underlying Sign | 第34-37页 |
| ·Positive Influence of Cultural Differences on Advertising | 第35页 |
| ·Negative Influence of Cultural Differences on Advertising | 第35-37页 |
| Chapter Four Creativity of Advertising in Semiotic View: A Case Study | 第37-45页 |
| ·Advertising as a Creative Activity | 第37-38页 |
| ·Advertising Creativity from the Angle of Syntagmatic Relation and Associative Relation | 第38-43页 |
| ·Advertising Creativity and Value Choosing | 第43-45页 |
| Chapter Five Conclusions and Limitations | 第45-47页 |
| References | 第47-51页 |
| 攻读学位期间承担的科研任务与主要成果 | 第51-53页 |
| Acknowledgements | 第53-55页 |
| 索引 | 第55-57页 |
| 个人简历 | 第57-59页 |
