| ACKNOWLEDGEMENTS | 第1-5页 |
| 内容摘要 | 第5-7页 |
| Abstract | 第7-11页 |
| 1. Introduction | 第11-14页 |
| ·Objectives and significance of the present study | 第11-12页 |
| ·Methodology and data collection of the study | 第12-13页 |
| ·The layout of the present paper | 第13-14页 |
| 2. Literature Review | 第14-24页 |
| ·Definition of advertising | 第14-15页 |
| ·Functions and objectives of advertising | 第15-16页 |
| ·The previous study on semiology abroad | 第16-17页 |
| ·The previous study on semiology at home | 第17页 |
| ·The previous study on advertising and advertising language | 第17-22页 |
| ·Stylistic approach | 第18页 |
| ·Semiotic approach | 第18-20页 |
| ·Discourse analysis | 第20-21页 |
| ·Sociolinguistic approach | 第21页 |
| ·Pragmatic approach | 第21-22页 |
| ·Summary | 第22-24页 |
| 3. Theoretic Framework | 第24-30页 |
| ·Framework of semiology | 第24页 |
| ·Basic concepts | 第24-29页 |
| ·Langue and parole | 第25页 |
| ·Signifier, signified and meaning | 第25-29页 |
| ·Denotation and connotation | 第29-30页 |
| 4. The Study on Chinese Real Estate Advertising | 第30-45页 |
| ·On the adverts for real state | 第30页 |
| ·Brief introduction to the current state of real estate advertising | 第30-36页 |
| ·The employment of glaring, novel, and grand names for the advertised products | 第31-33页 |
| ·The employment of archaisms or classic words as slogans | 第33-34页 |
| ·The creation of a living environment or culture by composing texts | 第34-36页 |
| ·The devices used in adverts for estate | 第36-45页 |
| ·Presupposition | 第36-39页 |
| ·Metaphor and metonymy | 第39-41页 |
| ·Weasel words | 第41-45页 |
| 5. Conclusion | 第45-48页 |
| ·major findings and discussion | 第45-46页 |
| ·Limitations of the present study | 第46页 |
| ·Suggestions for further study | 第46-48页 |
| Bibliography | 第48-51页 |
| Appendix | 第51-52页 |
