| 摘要 | 第4-5页 |
| Abstract | 第5页 |
| Chapter 1 Introduction | 第8-14页 |
| 1.1 Motivation of the Present Study | 第8-10页 |
| 1.2 Rationale of the Present Study | 第10-11页 |
| 1.3 Objective and Research Questions of the Present Study | 第11-12页 |
| 1.4 Research Method and Data Collection | 第12-13页 |
| 1.5 Organization of the Thesis | 第13-14页 |
| Chapter 2 Literature Review | 第14-29页 |
| 2.1 Previous Studies on Advertising Language | 第14-27页 |
| 2.1.1 Language of Traditional Advertising | 第14-25页 |
| 2.1.2 Language of Online Advertising | 第25-27页 |
| 2.2 Limitations of the Previous Studies | 第27-29页 |
| Chapter 3 Theoretical Framework | 第29-41页 |
| 3.1 Adaptation Theory | 第29-36页 |
| 3.1.1 Language Use as the Process of Making Linguistic Choices | 第29-31页 |
| 3.1.2 Contextual Correlates of Adaptability | 第31-34页 |
| 3.1.3 Assumed Adaptation Model Accounting for Ad Language Production | 第34-36页 |
| 3.2 College Online Flea Market Advertising Language Production | 第36-41页 |
| 3.2.1 Linguistic Choices in College Online Flea Market Ad Language Production | 第36-37页 |
| 3.2.2 Contextual Correlates in College Online Flea Market Ad Language Production | 第37-41页 |
| Chapter 4 Realization of Adaptation | 第41-70页 |
| 4.1 Linguistic Choices Made to Adapt to Emotive Factors | 第41-55页 |
| 4.1.1 Adaptation to the Audience’s Pursuit of Beauty | 第42-47页 |
| 4.1.2 Adaptation to the Audience’s Pursuit of Novelty | 第47-52页 |
| 4.1.3 Adaptation to the Audience’s Pursuit of Fame | 第52-54页 |
| 4.1.4 Summary | 第54-55页 |
| 4.2 Linguistic Choices Made to Adapt to Cognitive Factors | 第55-68页 |
| 4.2.1 Adaptation to the Audience’s Pursuit of Low Price | 第56-60页 |
| 4.2.2 Adaptation to the Audience’s Pursuit of Quality and Function | 第60-65页 |
| 4.2.3 Adaptation to the Audience’s Pursuit of Credibility | 第65-67页 |
| 4.2.4 Summary | 第67-68页 |
| 4.3 Revised Adaptation Modal Accounting for College Online Flea Market Ad Language Production | 第68-70页 |
| Chapter 5 Conclusion | 第70-74页 |
| 5.1 Summary of the Major Findings | 第70-71页 |
| 5.2 Limitations of the Present Study and Suggestions for Further Research | 第71-74页 |
| 5.2.1 Limitations of the Present Study | 第71-72页 |
| 5.2.2 Suggestions for Further Research | 第72-74页 |
| Acknowledgements | 第74-75页 |
| Bibliography | 第75-79页 |
| 攻硕期间取得的研究成果 | 第79-80页 |
