| 摘要 | 第1-6页 |
| Abstract | 第6-10页 |
| Introduction | 第10-13页 |
| ·Thesis topic | 第10页 |
| ·Objectives | 第10-11页 |
| ·Methodology | 第11页 |
| ·Structure of the Thesis | 第11-13页 |
| Chapter 1 Previous Researches on Language and Gender and Advertising Language | 第13-24页 |
| ·Varieties of Language | 第13-20页 |
| ·The Concept of Social Dialect | 第13-14页 |
| ·The Relation Between Language and Gender | 第14-19页 |
| ·Language as a Kind of Behavior Constructing Certain Identity | 第19-20页 |
| ·An Overview of Advertising Language | 第20-23页 |
| ·Advertising and Advertising Language | 第20-22页 |
| ·Previous Research on Advertising Language | 第22-23页 |
| ·Comments on the Previous Researches | 第23-24页 |
| Chapter 2 Gender Stereotypes in Chinese Advertising Language | 第24-41页 |
| ·Gender Stereotypes | 第24-25页 |
| ·Gender Stereotypes in Chinese Advertising Language | 第25-41页 |
| ·Gender Stereotypes in Different Types of Advertised Commodities | 第25-28页 |
| ·Gender Stereotypes in Different Image Portrayals | 第28-34页 |
| ·Gender Stereotypes Conveyed in Different Syntax and Choices of Words | 第34-41页 |
| Chapter 3 Gender Identities Constructed in the Yearbook-- A Case Study | 第41-50页 |
| ·Descriptions of the Case Study | 第41-42页 |
| ·Gender Identities Constructed in the Yearbook | 第42-48页 |
| ·Construction of Gender Identities in Different Types of Commodities | 第42-44页 |
| ·Construction of Gender Identities in Different Image Portrayals | 第44-45页 |
| ·Gender Identities Constructed in Different Choices of Words and Syntax | 第45-46页 |
| ·Some Changes of Gender Identities Reflected in the Yearbook | 第46-48页 |
| ·Results and Discussion | 第48-50页 |
| Chapter 4 Possible Explanations for Different Gender Identities in Chinese Advertising Language | 第50-56页 |
| ·Language as a Mirror of the Society | 第50-51页 |
| ·Different Social Status and Power of Men and Women | 第51-52页 |
| ·Different Labor Divisions of Men and Women | 第52页 |
| ·Different Subcultures of Men and Women | 第52-53页 |
| ·The Co-variation of Chinese Advertising Language with the Development of Society | 第53-56页 |
| Conclusion | 第56-58页 |
| References | 第58-61页 |
| Acknowledgements | 第61-62页 |
| Appendix A: Publication During the Program | 第62-63页 |
| Appendix B: Informative Chinese Abstract | 第63-66页 |
| Appendix C: Corresponding Chinese for the Examples of Advertising and Some Pinyin Occurring in the Thesis | 第66-75页 |
