| I．Introduction: | 第1-12页 |
| 1．1 Initial Reflection and Aimof the Thesis | 第8页 |
| 1．2 Methodology Employed in the Thesis | 第8-10页 |
| 1．3 Significance and Scopeofthe Thesis | 第10-12页 |
| II．Literature Review | 第12-21页 |
| 2．1 Development and Methodsof Advertising | 第12-15页 |
| 2．2 A Brief Review of the Development of Online Advertising and its Prospect | 第15-18页 |
| 2．3 StylisticsandOnlineConsumerAdvertising | 第18-21页 |
| 2．3．1 Style Vs Stylistics | 第18-19页 |
| 2．3．2 Stylistics and Online Advertising | 第19-21页 |
| III．Structures and Functions of Online Consumer Advertising | 第21-26页 |
| IV．Language and Communication | 第26-36页 |
| 4．1The Verbal Message | 第26-33页 |
| 4．1．1 The Communication Situation | 第26-27页 |
| 4．1．2 Textual Analysis | 第27-31页 |
| 4．1．3 Implicit and Explicit Content | 第31-33页 |
| 4．2 The An alysis of Visual Symbols | 第33-36页 |
| V．Linguistic Description | 第36-54页 |
| 5．1 Graphological Style Markers | 第36-41页 |
| 5．1．1 Punctuation | 第36-38页 |
| 5．1．2 Paragraph | 第38-40页 |
| 5．1．3 Typography | 第40-41页 |
| 5．2 Syntactical Style Markers | 第41-47页 |
| 5．2．1 Sentence Structures | 第41-42页 |
| 5．2．2 Frequent Employment of Narrative Sentences | 第42-44页 |
| 5．2．3 Frequent Employment of Active Voice | 第44-45页 |
| 5．2．4 Frequent Employment of Minor Sentences | 第45-46页 |
| 5．2．5 Frequent Employment of Simple Present Tense | 第46-47页 |
| 5．3 Lexical Style Markers | 第47-51页 |
| 5．3．1 Frequent Employment of Monosyllabic Verbs | 第47-49页 |
| 5．3．2 Frequent Employment of Favorable Adjectives,Nouns and Adverbs | 第49-50页 |
| 5．3．3 Frequent Employment of Comparative and Superlative Degrees | 第50页 |
| 5．3．4 Frequent Employment of Compound Modifiers | 第50-51页 |
| 5．4 Rhetorical Devices | 第51-54页 |
| 5．4．1 Personification | 第51-52页 |
| 5．4．2 Repetition | 第52-54页 |
| VI．Conclusion | 第54-56页 |
| Bibliography | 第56-60页 |
| Appendix | 第60-69页 |
