| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 内容摘要 | 第8-12页 |
| Chapter 1 Introduction | 第12-17页 |
| ·Motivation of the present research | 第13-14页 |
| ·Significance of the study | 第14-15页 |
| ·Data collection and data analysis | 第15页 |
| ·Organization of the present study | 第15-17页 |
| Chapter 2 Literature review | 第17-38页 |
| ·General profile of advertising and international advertising | 第17-30页 |
| ·Definitions of advertising and international advertising | 第17-20页 |
| ·Functions and objectives of international advertising | 第20-22页 |
| ·Status quo of international advertising | 第22-30页 |
| ·Different approaches to the study of advertising | 第30-37页 |
| ·Sociolinguistic approach | 第30-31页 |
| ·Semiotic approach | 第31-32页 |
| ·Stylistic approach | 第32页 |
| ·Communicative approach | 第32-33页 |
| ·Functional approach | 第33-35页 |
| ·Pragmatic approach | 第35-37页 |
| ·Limitations of previous studies | 第37-38页 |
| Chapter 3 Verschueren's pragmatic perspective into advertising | 第38-54页 |
| ·Verschueren's theory of adaptation | 第38-45页 |
| ·Interpretation of choice-making | 第39-40页 |
| ·Three properties of language | 第40-43页 |
| ·Verschueren's four angles of investigation | 第43-45页 |
| ·The four ingredients in the contextual correlates of adaptability in advertising | 第45-53页 |
| ·Definitions of context | 第45-48页 |
| ·The contextual correlates of adaptability | 第48-53页 |
| ·Summary | 第53-54页 |
| Chapter 4 Adaptability in the globalization and localization of international advertising | 第54-106页 |
| ·Adaptability to the language user | 第55-66页 |
| ·Adaptability to the global language user | 第55-62页 |
| ·Adaptability to the local language users | 第62-66页 |
| ·Adaptability to the mental world | 第66-79页 |
| ·Adaptability to the global audience's mental needs | 第67-73页 |
| ·Adaptability to the local audience's mental world | 第73-77页 |
| ·Connecting to the local affairs and customs | 第77-79页 |
| ·Adaptability to the social world | 第79-91页 |
| ·Adaptability to the global context | 第80-83页 |
| ·Adaptability to the local social world | 第83-91页 |
| ·Adaptability to the physical world | 第91-104页 |
| ·Adaptability to the temporal deixis in the global advertising | 第92-96页 |
| ·Adaptability to the spacial deixis in the localization of international advertising | 第96-104页 |
| ·Summary | 第104-106页 |
| Chapter 5 Conclusion | 第106-108页 |
| ·Concluding remarks | 第106-107页 |
| ·Suggestions for future study | 第107-108页 |
| References | 第108-110页 |
