| ACKNOWLEDGEMENT | 第1-5页 |
| 内容摘要 | 第5-6页 |
| Abstract | 第6-8页 |
| Chapter One: Introduction | 第8-13页 |
| ·Significance of the Study | 第8-9页 |
| ·Definitions of Adaptation and Public Service Advertisement | 第9页 |
| ·Clarification of Some Issues | 第9-10页 |
| ·Data Collection and Research Method | 第10-11页 |
| ·Objective of the Study | 第11页 |
| ·Research Questions | 第11-12页 |
| ·Structure of the Thesis | 第12-13页 |
| Chapter Two: Literature Review | 第13-20页 |
| ·Studies on Advertising Language | 第13-17页 |
| ·Studies on Public Service Advertisement Language | 第17-20页 |
| Chapter Three: Theoretical Framework of Adaptation Theory | 第20-28页 |
| ·Introduction to Adaption Theory | 第20-24页 |
| ·Advertising Language as Linguistic Adaptation | 第24-26页 |
| ·Plan for Analysis | 第26-28页 |
| Chapter Four: Process of Adaptation in Public Service Advertisement Language | 第28-46页 |
| ·Introduction to Public Service Advertisement | 第28-30页 |
| ·PSA advertiser's Adaptation to Audience's Mental World | 第30-41页 |
| ·Contrast between Chinese and English PSA Language on Adaption to Audience's Mental World | 第41-45页 |
| ·Summary | 第45-46页 |
| Chapter Five: Conclusion | 第46-49页 |
| ·Major Findings of the Study | 第46-47页 |
| ·Implications of the Study | 第47页 |
| ·Limitations of the Study and Suggestions for Future Researches | 第47-49页 |
| Bibliography | 第49-52页 |
