| Abstract | 第1-6页 |
| 摘要 | 第6-7页 |
| Acknowledgements | 第7-8页 |
| Contents | 第8-10页 |
| Chapter One Introduction | 第10-18页 |
| ·General statement | 第10-12页 |
| ·Rationale for the present research | 第12-15页 |
| ·The motivation of the present research | 第12-13页 |
| ·The need for stylistic analysis on print English advertising from feminist perspective | 第13-14页 |
| ·Data collection | 第14页 |
| ·Research questions | 第14-15页 |
| ·Significance | 第15-16页 |
| ·Layout of the thesis | 第16-18页 |
| Chapter Two Literature Review | 第18-31页 |
| ·Previous researches on gender-stereotyped portrayals of men and women in advertising | 第19-27页 |
| ·Gender studies from the perspective of marketing | 第19页 |
| ·Gender studies from the perspective of content analysis | 第19-23页 |
| ·Gender studies from the perspective of linguistics | 第23-25页 |
| ·Gender studies from the perspective of stylistics | 第25-27页 |
| ·Previous researches on non gender-stereotyped portrayals of men and women in advertising | 第27-29页 |
| ·Gender studies from the perspective of marketing | 第27-28页 |
| ·Gender studies from the perspective of content analysis | 第28-29页 |
| ·Conclusion | 第29-31页 |
| Chapter Three Theoretical Framework | 第31-42页 |
| ·Feminism | 第31-35页 |
| ·Gender | 第32-34页 |
| ·Androgyny | 第34-35页 |
| ·Stylistics | 第35-38页 |
| ·Critical linguistics | 第38-40页 |
| ·The theoretical framework of the present research | 第40-41页 |
| ·Conclusion | 第41-42页 |
| Chapter Four Analysis at the Level of the Word | 第42-60页 |
| ·Personal pronouns in advertising | 第42-49页 |
| ·The first person pronouns | 第43-45页 |
| ·The second person pronouns | 第45-48页 |
| ·The third person pronouns | 第48-49页 |
| ·Generic nouns | 第49-54页 |
| ·Coined words | 第54-55页 |
| ·Semantic change of words | 第55-60页 |
| ·Extension of words | 第56-58页 |
| ·Amelioration of words | 第58-60页 |
| Chapter Five Analysis at the Level of the Phrase/Sentence | 第60-72页 |
| ·Transitivity choices | 第60-64页 |
| ·Presupposition and inference | 第64-68页 |
| ·Metaphor | 第68-72页 |
| Chapter Six Analysis at the Level of Discourse | 第72-96页 |
| ·Characters/roles | 第73-88页 |
| ·The housemaker | 第75-77页 |
| ·The working woman | 第77-79页 |
| ·The financially independent woman | 第79-82页 |
| ·The woman no longer as a sex object | 第82-85页 |
| ·The woman and man with androgynous gender roles | 第85-88页 |
| ·Focalization | 第88-96页 |
| ·Gender roles constructed through internal focalization | 第91-93页 |
| ·Gender roles constructed through external focalization | 第93-96页 |
| Chapter Seven Conclusion | 第96-100页 |
| ·Conclusion | 第96-98页 |
| ·Limitations and suggestions | 第98-100页 |
| References | 第100-107页 |
