| Chapter Ⅰ Introduction | 第1-12页 |
| ·Literature Review | 第8-9页 |
| ·The Significance of the Research | 第9-12页 |
| Chapter Ⅱ Overview of Advertising and Advertising Language | 第12-31页 |
| ·Roles of Advertising and Its Language | 第12-13页 |
| ·Definitions and Classifications of Advertising | 第13-17页 |
| ·Definitions of Advertising | 第13-14页 |
| ·Classifications of Advertising | 第14-17页 |
| ·Economic Effects and Aims of Advertising | 第17-21页 |
| ·Economic Effects of Advertising | 第17-20页 |
| ·Aims of Advertising | 第20-21页 |
| ·Features of Advertising Language | 第21-31页 |
| ·Lexical Features of Advertising Language | 第21-26页 |
| ·Coinage and Anagrammatic Spelling | 第21-23页 |
| ·Frequent Use of Abbreviations | 第23页 |
| ·Use of Borrowed Words | 第23页 |
| ·Use of Spoken Words | 第23-24页 |
| ·Frequent Use of Verbs and Adjectives | 第24-26页 |
| ·Rhetorical Features of Advertising Language | 第26-31页 |
| ·Use of Analogy | 第26-27页 |
| ·Use of Personification | 第27-28页 |
| ·Use of Pun | 第28-29页 |
| ·Use of Repetition | 第29页 |
| ·Use of Hyperbole | 第29-31页 |
| Chapter Ⅲ Advertising Language from a Cultural Perspective | 第31-38页 |
| ·Advertising Language and Communication | 第31-32页 |
| ·Advertising Language as a Means of Communication | 第31-32页 |
| ·Relation of Advertising Language to Social Culture | 第32-38页 |
| ·The Concept of Culture | 第32-33页 |
| ·Relationship of Language and Social Culture | 第33-35页 |
| ·Advertising and Its Language in a Cultural Context | 第35-38页 |
| Chapter Ⅳ Social Cultural Factors Affecting Advertising Language | 第38-56页 |
| ·Brief Introduction to China's Modern Advertising in Development | 第38-39页 |
| ·Social Factors Impacting Advertising Language | 第39-56页 |
| ·Brief Introduction to Ren(仁) and Li(礼) of Confucianism | 第39-40页 |
| ·Social Values and Advertising Language | 第40-44页 |
| ·National Unity and Interests | 第41-42页 |
| ·Worship for Power | 第42-44页 |
| ·Moral Values and Advertising Language | 第44-49页 |
| ·Traditional Emotions | 第45-47页 |
| ·Modesty and Respect for Others | 第47-49页 |
| ·Traditional Customs and Advertising Language | 第49-52页 |
| ·Lucky Numbers | 第49-50页 |
| ·Lucky Words or Expressions | 第50-51页 |
| ·Taboos | 第51-52页 |
| ·Philosophical Views and Advertising Language | 第52-53页 |
| ·Thinking Modes and Advertising Language | 第53-56页 |
| Chapter Ⅴ Conclusion | 第56-58页 |
| ·Summary of the Thesis | 第56-57页 |
| ·Suggestions for Further Study | 第57-58页 |
| Bibliography | 第58-62页 |
| Acknowledgements | 第62-63页 |
| Glossary | 第63页 |
