| Acknowledgements | 第1-5页 |
| Abstract in Chinese | 第5-7页 |
| Abstract in English | 第7-9页 |
| Tables of Contents | 第9-12页 |
| Chapter 1 Introduction | 第12-20页 |
| ·Research in Advertising Language | 第12页 |
| ·Literature Review | 第12-16页 |
| ·Semiotic Approach | 第13-14页 |
| ·Systemic-Functional Approach | 第14页 |
| ·Pragmatic Approach | 第14-15页 |
| ·Stylistic Approach | 第15-16页 |
| ·Statement of the Problems | 第16-17页 |
| ·Purpose of the Thesis | 第17-18页 |
| ·Methodology and Data Collection | 第18页 |
| ·Summary | 第18-20页 |
| Chapter 2 Rhetorical Iconicity in Advertising Language | 第20-29页 |
| ·Definition and Classification of Iconicity | 第20-25页 |
| ·Definition of Iconicity | 第20-22页 |
| ·Classification of Iconicity | 第22-25页 |
| ·Iconicity as a Rhetorical Device | 第25-27页 |
| ·Iconicity as a Rhetorical Device at Different Dimensions of Advertising Language | 第27-28页 |
| ·Summary | 第28-29页 |
| Chapter 3 Imagic Iconicity in Advertising Language | 第29-42页 |
| ·Phonological Iconicity in Advertising Language | 第29-36页 |
| ·Definition and Classification of Phonological Iconicity | 第29-31页 |
| ·Indirect Phonological Iconicity in Advertising Language | 第31-36页 |
| ·Graphological Iconicity in Advertising Language | 第36-41页 |
| ·The Scope Defined | 第36页 |
| ·Types of Graphological Iconicity | 第36-41页 |
| ·Summary | 第41-42页 |
| Chapter 4 Sequencing Iconicity in Advertising Language | 第42-59页 |
| ·Definition and Classification of Sequencing Iconicity | 第42-43页 |
| ·Temporal Sequence Principle | 第43-49页 |
| ·The Scope Defined | 第43-44页 |
| ·Temporal Sequencing Iconicity in Advertising Language | 第44-49页 |
| ·"Me"-First Principle | 第49-57页 |
| ·Sequence Determined by Man's Biological Properties | 第49-52页 |
| ·Sequence Determined by Man's Perceptual Properties | 第52-54页 |
| ·Sequence Determined by Man's Cultural Properties | 第54-57页 |
| ·Summary | 第57-59页 |
| Chapter 5 Quantity Iconicity in Advertising Language | 第59-66页 |
| ·Definition of Quantity Iconicity | 第59-60页 |
| ·Quantity Iconicity in Advertising Language | 第60-64页 |
| ·Quantity Iconicity through Linguistic Length and Complexity | 第60-62页 |
| ·Quantity Iconicity through Repetition | 第62-64页 |
| ·Summary | 第64-66页 |
| Chapter 6 Symmetrical Iconicity in Advertising Language | 第66-76页 |
| ·Definition of Symmetrical Iconicity | 第66-67页 |
| ·Symmetrical Iconicity in Advertising Language | 第67-75页 |
| ·Mirror Symmetry in Advertising Language | 第68-71页 |
| ·Translative Symmetry in Advertising Language | 第71-73页 |
| ·Antisymmetry in Advertising Language | 第73-75页 |
| ·Summary | 第75-76页 |
| Chapter 7 Conclusion | 第76-78页 |
| ·A Brief Summary and Conclusions of the Whole Study | 第76-77页 |
| ·limitations of the Study and Prospects for Future Research | 第77-78页 |
| Bibliography | 第78-83页 |
