| 摘要 | 第1-5页 |
| Abstract | 第5-8页 |
| 1 Introduction | 第8-10页 |
| ·Motivation for the Present Study | 第8页 |
| ·Methodology of the Research | 第8-9页 |
| ·Organization of the Thesis | 第9-10页 |
| 2 Literature Review | 第10-18页 |
| ·Previous Studies on Advertising Language | 第10-13页 |
| ·Definition of Advertising | 第10页 |
| ·Objectives of Advertising | 第10-11页 |
| ·Studies and Findings on Advertising Language at Home and Abroad | 第11-13页 |
| ·Previous Studies on Language Deviation | 第13-16页 |
| ·What is Language Deviation? | 第13页 |
| ·Classification of Language Deviation | 第13-16页 |
| ·Advertising and Language Deviation | 第16-17页 |
| ·Summary | 第17-18页 |
| 3 The Means of Language Deviation in English and Chinese Advertising | 第18-32页 |
| ·Means of Language Deviation in Chinese and English Advertising | 第18-28页 |
| ·Phonological Deviation | 第18-20页 |
| ·Graphological Deviation | 第20-23页 |
| ·Lexical Deviation | 第23-25页 |
| ·Grammatical Deviation | 第25-26页 |
| ·Semantic Deviation | 第26-28页 |
| ·The Relationship Between Language Deviation and Language Normality | 第28-30页 |
| ·Summary | 第30-32页 |
| 4 Psychological Factors Behind Language Deviation | 第32-36页 |
| ·Foregrounding | 第32-34页 |
| ·The Historical Development of the Concept of Foregrounding | 第32-33页 |
| ·Language Deviation in Advertising and Foregrounding | 第33-34页 |
| ·Human’s Aesthetic Feeling for New and Unfamiliar Things | 第34-35页 |
| ·Summary | 第35-36页 |
| 5 Cultural Restraints on the Application of Language Deviation and Implications for Chinese Advertising Creation and Translation | 第36-49页 |
| ·A Comparison and Contrast Between Western and Chinese Cultures | 第36-43页 |
| ·Fact Emphasis Versus Authority Emphasis | 第36-38页 |
| ·Individual Orientation Versus Group Orientation | 第38-39页 |
| ·Dynamic Lifestyles Versus Static Lifestyles | 第39-41页 |
| ·Taboos | 第41-43页 |
| ·Implications for Chinese Advertising Creation and Translation | 第43-48页 |
| ·Implications for Chinese Advertising Creation | 第43-46页 |
| ·Implications for Chinese Advertising Translation | 第46-48页 |
| ·Summary | 第48-49页 |
| 6 Conclusion | 第49-50页 |
| ·Summary of the Present Study | 第49页 |
| ·Suggestions for Further Study | 第49-50页 |
| Bibliography | 第50-53页 |
| Appendix Advertisements Discussed in the Paper | 第53-61页 |
| Academic Achievements | 第61-62页 |
| Acknowledgements | 第62页 |
