| Chapter Ⅰ Introduction | 第1-11页 |
| ·Studies on Advertising Language at Home and Abroad | 第8-9页 |
| ·Brief Introduction to the Present Thesis | 第9-11页 |
| Chapter Ⅱ Overview of Advertising | 第11-21页 |
| ·Role of Advertising in Our Daily Life | 第11页 |
| ·History of Advertising | 第11-13页 |
| ·Advertising in Medieval Times | 第12页 |
| ·A New Era of Advertising | 第12页 |
| ·The Advertising Boom | 第12-13页 |
| ·Definition, Classification and Elements of Advertising | 第13-18页 |
| ·Definition of Advertising | 第13-14页 |
| ·Classification of Advertising | 第14-16页 |
| ·Elements of Advertising | 第16-18页 |
| ·Functions and Features of Advertising | 第18-19页 |
| ·Functions of Advertising | 第18页 |
| ·Features of Advertising | 第18-19页 |
| ·Aims of Advertising and AIDMA Theory in Advertising | 第19-21页 |
| Chapter Ⅲ Advertising Language: a Variety of Language | 第21-44页 |
| ·Advertising Language: a Variety of Language | 第21-22页 |
| ·Advertising Language vs. Standard Language | 第22-26页 |
| ·Standard Language | 第22-23页 |
| ·Advertising Language vs. Standard Language | 第23-26页 |
| ·Advertising Language and Its Situation: Register | 第26-44页 |
| ·Advertising Language vs. Context of Situation | 第26-28页 |
| ·Register-based Interpretation of Advertising Language | 第28-44页 |
| ·Field | 第28-34页 |
| [1] Use of Neologisms | 第28-30页 |
| [2] Use of Everyday Words | 第30-32页 |
| [3] Use of Borrowed Words | 第32-33页 |
| [4] Use of Compounds | 第33-34页 |
| ·Tenor | 第34-40页 |
| [1] Social Tenor | 第34-36页 |
| [2] Interactional Tenor | 第36-40页 |
| ·Mode | 第40-44页 |
| [1] Music | 第41-42页 |
| [2] Pictures | 第42-44页 |
| Chapter Ⅳ Sociolinguistic Features Reflected in Advertising Language | 第44-55页 |
| ·Regional Variation | 第44-47页 |
| ·Gender Role | 第47-50页 |
| ·Social Realities | 第50-55页 |
| Chapter Ⅴ Realization of AIDMA Theory | 第55-67页 |
| ·Attention-attracting | 第55-58页 |
| ·Latest Information | 第55-56页 |
| ·Proximity Atmosphere | 第56-57页 |
| ·Curiosity Stimulus | 第57-58页 |
| ·Non-verbal Techniques | 第58页 |
| ·Interest-arousing and Interest-sustaining | 第58-61页 |
| ·Use of Metaphor | 第59-60页 |
| ·Use of Pun | 第60-61页 |
| ·Desire-stimulating | 第61-63页 |
| ·Memory-reinforcing | 第63-65页 |
| ·Simple Language | 第63-64页 |
| ·Language Games | 第64页 |
| ·Repetition Techniques | 第64-65页 |
| ·Action-taking | 第65-67页 |
| Chapter Ⅵ Conclusion | 第67-69页 |
| ·Summary of the Present Study | 第67页 |
| ·Suggestions for Further Study | 第67-69页 |
| Bibliography | 第69-72页 |
| Acknowledgements | 第72-73页 |
| Appendix Ⅰ | 第73-76页 |
| Appendix Ⅱ | 第76页 |
