| 摘要 | 第1-6页 |
| ABSTRACT | 第6-10页 |
| Chapter One Introduction | 第10-13页 |
| ·Background of the Research | 第10-11页 |
| ·Research Questions of the Thesis | 第11页 |
| ·Significance of the Study | 第11页 |
| ·Outline of the Thesis | 第11-13页 |
| Chapter Two Literature Review | 第13-27页 |
| ·Theories of Advertising | 第13-16页 |
| ·Definition of Advertising | 第13-14页 |
| ·Functions of Advertising | 第14-15页 |
| ·Classification of Advertising | 第15页 |
| ·Advertising Slogans | 第15-16页 |
| ·Previous Linguistic Researches in Advertising Field | 第16-21页 |
| ·Stylistic Approach | 第16-17页 |
| ·Semiotic Approach | 第17-18页 |
| ·Discourse Approach | 第18-19页 |
| ·Sociolinguistic Approach | 第19-20页 |
| ·Pragmatic Approaches | 第20-21页 |
| ·The Speech Act Theory | 第21-24页 |
| ·Austin's Speech Act Theory | 第21-22页 |
| ·Scale's Speech Act Theory | 第22-24页 |
| ·Quantitative Analysis Related Terms | 第24-27页 |
| ·Definition of Hypothesis Testing | 第24-25页 |
| ·Definition of Significance Level | 第25-26页 |
| ·Definition of Chi-square Test | 第26-27页 |
| Chapter Three Research Methodology | 第27-32页 |
| ·Subjects | 第27-30页 |
| ·Definition of Subjects | 第27页 |
| ·Data Collection | 第27-28页 |
| ·Definition of Participants Involved in the Subjects | 第28-30页 |
| ·Research Methodology | 第30-32页 |
| ·Qualitative Research Method | 第30页 |
| ·Quantitative Research Method | 第30-32页 |
| Chapter Four Analysis and Discussion | 第32-67页 |
| ·Five Categories of Sentence Structure | 第32-34页 |
| ·CAS of Nominal Phrase | 第32页 |
| ·CAS of Verb Phrase | 第32-33页 |
| ·CAS of Modifying Phrase | 第33页 |
| ·CAS of One Complete Sentence | 第33页 |
| ·CAS of Two or More Sentences | 第33-34页 |
| ·Speech Act Characteristics of Five Categories of CAS | 第34-50页 |
| ·Speech Act Characteristic of CAS of Nominal Phrase | 第34-37页 |
| ·Speech Act Characteristic of CAS of Verb Phrase | 第37-45页 |
| ·Speech Act Characteristic of CAS of Modifying Phrase | 第45-47页 |
| ·Speech Act Characteristic of CAS of One Complete Sentence | 第47-49页 |
| ·Speech Act Characteristic of CAS of Two or More Sentences | 第49-50页 |
| ·Quantity of Each Kind of Speech Act of the 500 CAS | 第50-52页 |
| ·Significance Levels of Frequencies Differences between Six Kinds of Sentences | 第52-61页 |
| ·Chi-square Test for Frequencies of Six Kinds of Sentences | 第52-54页 |
| ·Significance Levels of Frequencies Differences between(A+C) and that of the Rest | 第54-56页 |
| ·Significance Levels of Frequencies Differences between A and D,(A+C+D),E,C | 第56-58页 |
| ·Significance Levels of Frequencies Differences between D and(A+C+D),E,C | 第58-59页 |
| ·Significance Levels of Frequencies Differences between(A+C+D) andE,C | 第59-60页 |
| ·Significance Levels of Frequencies Differences between E and C | 第60-61页 |
| ·Probable Reasons for Speech Act Characteristics of CAS | 第61-67页 |
| ·The Physiological Needs and Psychological Needs of Human Being | 第62-63页 |
| ·Rational Appeal and Emotional Appeal of Advertising | 第63-67页 |
| Chapter Five Conclusion | 第67-70页 |
| ·Major Findings | 第67-68页 |
| ·Suggestions for Advertisers | 第68页 |
| ·Limitations of This Research and Suggestions for Coming Study | 第68-70页 |
| References | 第70-72页 |
| Acknowledgements | 第72-73页 |
| Resume | 第73页 |
