| Acknowledgements | 第1-5页 |
| Abstract （Chinese Version） | 第5-7页 |
| Abstract （English Version） | 第7-10页 |
| Contents | 第10-12页 |
| ChapterⅠ Introduction | 第12-16页 |
| 1．1 Linguistic Studies on Advertising | 第12-13页 |
| 1．2 Studies on Patterns of Text Organization | 第13-14页 |
| 1．3 Major Concerns and Data Collection | 第14-16页 |
| ChapterⅡ Application of Previous Studies on Textual Patterns to the Analysis of Print Advertisements | 第16-41页 |
| 2．1 The Problem-Solution Pattern | 第16-26页 |
| 2．1．1 What is the Problem-Solution Pattern? | 第17-20页 |
| 2．1．2 The Problem-Solution Pattern in Written Advertisements | 第20-25页 |
| 2．1．3 Some Characteristics of the Problem-Solution Pattern | 第25-26页 |
| 2．2 The Goal-Achievement Pattern | 第26-31页 |
| 2．2．1 What is the Goal-Achievement Pattern? | 第26-27页 |
| 2．2．2 Advertisements Displaying the Goal-Achievement Pattern | 第27-31页 |
| 2．3 The Opportunity-Taking Pattern | 第31-34页 |
| 2．3．1 What is the Opportunity Taking Pattern? | 第31-32页 |
| 2．3．2 The Opportunity-Taking Pattern Applied in Advertising Text | 第32-34页 |
| 2．4 The Desire Arousal-Fulfillment Pattern | 第34-41页 |
| 2．4．1 What is the Desire Arousal-Fulfillment Pattern? | 第34-36页 |
| 2．4．2 Advertisements Displaying the Desire Arousal-Fulfillment Pattern | 第36-41页 |
| ChapterⅢ Further Exploration of Additional Textual Patterns Realized in Advertising Text | 第41-56页 |
| 3．1 The Question-Answer Pattern | 第41-43页 |
| 3．2 The Experience-Call to Action Pattern | 第43-47页 |
| 3．3 The Experience-Evaluation Pattern | 第47-48页 |
| 3．4 The Announcement-Statement Pattern | 第48-50页 |
| 3．5 The Simulated Dialogue Pattern | 第50-51页 |
| 3．6 Straight-Line Copy List | 第51-56页 |
| ChapterⅣ Analysis and Interpretation: Reasons Behind Development of Different Patterns | 第56-67页 |
| 4．1 The Writer's Task in Creating Advertising Text | 第58-61页 |
| 4．2 The Reader's Task in Interpreting Advertising Text | 第61-63页 |
| 4．3 Several Factors Concerning Different Patterns | 第63-67页 |
| 4．3．1 The Target Audience | 第64-65页 |
| 4．3．2 The Product or Service Advertised | 第65页 |
| 4．3．3 Social Needs of Different People | 第65-67页 |
| ChapterⅤ Conclusion | 第67-69页 |
| Notes | 第69-70页 |
| Bibliography | 第70-73页 |
