| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-12页 |
| Chapter Ⅰ Introduction | 第12-16页 |
| ·Research Background | 第12-13页 |
| ·Data Collection | 第13页 |
| ·Paper Organization | 第13-16页 |
| Chapter Ⅱ Literature Review | 第16-28页 |
| ·A review of Critical Discourse Analysis | 第16-24页 |
| ·Discourse analysis | 第16-17页 |
| ·Critical Discourse Analysis | 第17-19页 |
| ·Definition issues:Discourse, Power and Ideology | 第19-23页 |
| ·Discourse | 第19-20页 |
| ·Power | 第20-21页 |
| ·Ideology | 第21-23页 |
| ·The interrelationship among language, power and ideology | 第23页 |
| ·Critical Discourse Analysis abroad | 第23-24页 |
| ·Critical Discourse Analysis at home | 第24页 |
| ·A review of Public Service Advertising | 第24-28页 |
| ·Advertising | 第24-25页 |
| ·Public Service Advertising | 第25页 |
| ·Advertising language studies abroad | 第25-26页 |
| ·Advertising language studies at home | 第26-28页 |
| Chapter Ⅲ Theoretical framework | 第28-32页 |
| ·Halliday's systemic-functional grammar | 第28-29页 |
| ·Bakhtin's dialogism and heteroglossia | 第29-30页 |
| ·Fairclough's three-dimension model | 第30-32页 |
| Chapter Ⅳ Ideological Analysis of Public Service Advertising Discourses | 第32-48页 |
| ·Modality as manifestation of ideology | 第32-37页 |
| ·Introduction of Modality | 第32-34页 |
| ·The ideological nature of modality | 第34-35页 |
| ·Modality analysis of public service advertising | 第35-37页 |
| ·Transitivity as embodiment of ideology | 第37-41页 |
| ·Introduction of transitivity | 第37-38页 |
| ·The ideological nature of transitivity | 第38-39页 |
| ·Transitivity analysis of public service advertising | 第39-41页 |
| ·Intertextuality as representation of ideology | 第41-48页 |
| ·Introduction of intertextuality | 第41-42页 |
| ·The ideological nature of intertextuality | 第42-43页 |
| ·Intertextuality analysis of public service advertising | 第43-48页 |
| Chapter V Conclusion | 第48-50页 |
| ·Major Findings and Implications | 第48页 |
| ·limitations of this study | 第48-49页 |
| ·Suggestions for further studies | 第49-50页 |
| Bibliography | 第50-54页 |
| Appendix | 第54-57页 |
