| 摘要 | 第3-5页 |
| Abstract | 第5-6页 |
| 1 Introduction | 第10-18页 |
| 1.1 A general review of linguistic research of English advertisement | 第10-12页 |
| 1.1.1 Ad's general textual structure | 第10-11页 |
| 1.1.2 Problems of this structure | 第11页 |
| 1.1.3 Some special textual structures of ad | 第11页 |
| 1.1.4 The evaluation of this kind of structuralization | 第11-12页 |
| 1.2 Formal component, information and message | 第12-13页 |
| 1.3 Previous ad text research based on systemic-functional grammar | 第13-16页 |
| 1.3.1 Problems | 第13-14页 |
| 1.3.2 Where do these linguistic research problems come from? | 第14-16页 |
| 1.4 Functional grammar research principle: from function to structure | 第16-18页 |
| 1.4.1 Halliday and Saussure | 第16页 |
| 1.4.2 System and structure | 第16-17页 |
| 1.4.3 Possibilities of interpersonal function research | 第17-18页 |
| 2 General Structure of the Ad Text Linguistic Analysis | 第18-22页 |
| 2.1 Appeal, Big Idea, unique sale proposition | 第18-19页 |
| 2.2 Three types of message: technical message, conceptual message and cultural message | 第19-21页 |
| 2.3 Message, Big Idea and diachronic study | 第21-22页 |
| 3 A Synchronic Analysis(1): Message | 第22-60页 |
| 3.1 To distinguish messages in an ad | 第22-26页 |
| 3.1.1 Brand and type belong to none of the three messages | 第23-24页 |
| 3.1.2 The technical message | 第24页 |
| 3.1.3 The conceptual message | 第24页 |
| 3.1.4 The cultural message | 第24-25页 |
| 3.1.5 Corresponding part of different message in ad text | 第25-26页 |
| 3.2 Further to the linguistic form | 第26-27页 |
| 3.2.1 Three meta-functions of systemic-functional grammar | 第26页 |
| 3.2.2 Interpersonal function and linguistic form | 第26-27页 |
| 3.2.3 Different interpersonal function of different message | 第27页 |
| 3.3 Maslow's hierarchy of needs and ad text | 第27-42页 |
| 3.3.1 A linguistic analysis of technical message in English ad text | 第28-36页 |
| 3.3.2 A linguistic analysis of conceptual message in English ad text | 第36-40页 |
| 3.3.3 A linguistic analysis of cultural message in English ad text | 第40-41页 |
| 3.3.4 A summary | 第41-42页 |
| 3.4 To study ad message from the angle of dissemination | 第42-54页 |
| 3.4.1 Need and dissemination, or deep structure and surface structure of ad | 第42-43页 |
| 3.4.2 Jakobson's linguistic function theory and three ad linguistic functions: persuasive, moving and impressive | 第43-44页 |
| 3.4.3 Linguistic function and message | 第44-54页 |
| 3.4.4 the interpersonal meaning in the ad dissemination | 第54页 |
| 3.4.5 A summary | 第54页 |
| 3.5 To study ad message from the angle of time and space in ad text | 第54-60页 |
| 3.5.1 The technical message's situation limitation: time and space | 第55-57页 |
| 3.5.2 Conceptual message's situation | 第57-58页 |
| 3.5.3 Cultural message's situation | 第58-59页 |
| 3.5.4 A summary | 第59-60页 |
| 4 A Synchronic Analysis(2): Big Idea | 第60-64页 |
| 4.1 Big Idea: a pure form? | 第60页 |
| 4.2 The first understanding of Big Idea: an unusual form | 第60-61页 |
| 4.3 The second understanding of Big Idea: A general expression out of positioning | 第61-62页 |
| 4.4 Linguistic form, meaning, and identity in Big Idea | 第62-63页 |
| 4.5 Further linguistic analysis of Big Idea | 第63页 |
| 4.6 A summary | 第63-64页 |
| 5 A Diachronic Analysis: Pronoun | 第64-70页 |
| 5.1 An diachronic analysis of ad text | 第64页 |
| 5.2 Diachronic change of ad idea | 第64页 |
| 5.3 Diachronic difference of pronouns on titles | 第64-66页 |
| 5.3.1 "We" ad or subjective ad | 第64-65页 |
| 5.3.2 "You" ad or objective ad | 第65页 |
| 5.3.3 "He" ad and interactive ad | 第65-66页 |
| 5.4 Diachronic pronoun change in the subtitle of ad: "you", "we", and "he" | 第66-67页 |
| 5.5 Diachronic pronoun change in the main body of ad: "you", "we", and "he" | 第67-69页 |
| 5.6 A summary | 第69-70页 |
| 6 A Final Conclusion | 第70-72页 |
| Notes | 第72-74页 |
| Bibliography | 第74-76页 |
| Appendix | 第76-82页 |
| Paper Published during the Postgraduate Research Period | 第82-83页 |
| Acknowledgements | 第83-84页 |
| 独创性声明 | 第84页 |
| 学位论文版权使用授权书 | 第84页 |
