| Acknowledgements | 第1-4页 |
| 摘要 | 第4-5页 |
| Abstract | 第5-10页 |
| Chapter One Introduction | 第10-13页 |
| ·Rationale of the Present Study | 第10页 |
| ·The Purpose of the Present Study | 第10-11页 |
| ·The Organization of the Thesis | 第11-13页 |
| Chapter Two Literature Review | 第13-21页 |
| ·Previous Studies on CDA | 第13-16页 |
| ·Previous CDA Studies in China | 第13-14页 |
| ·Previous CDA Studies Abroad | 第14-16页 |
| ·English Advertising Studies Home and Abroad | 第16-21页 |
| ·Previous Studies on English Advertising Abroad | 第16-18页 |
| ·Previous Studies on English Advertising in China | 第18-21页 |
| Chapter Three Theoretic Frame Work and Methodology | 第21-46页 |
| ·What Is Critical Discourse Analysis | 第21-26页 |
| ·Theoretical Origin of CDA | 第21-22页 |
| ·Theoretical Assumption of CDA | 第22页 |
| ·Objectives of CDA | 第22-23页 |
| ·Historical Background of CDA | 第23-24页 |
| ·Clarification of "Discourse" | 第24-25页 |
| ·A Brief Summary of CDA | 第25-26页 |
| ·Different Schools of Critical Discourse Analysis | 第26-28页 |
| ·Socio-Cognitive Approach of Teun A van Dijk | 第26-27页 |
| ·Discourse-Historical Approach of Ruth Wodak | 第27页 |
| ·Socio-Cultural Modal of Norman Fairclough | 第27-28页 |
| ·Fairclough's Three Dimensional Framework | 第28-30页 |
| ·Three Traditions United in Fairclough's CDA | 第28页 |
| ·Discourse as Social Practice | 第28-29页 |
| ·Three Phases in Conducting CDA | 第29-30页 |
| ·Other Scholars' Critics of CDA and Its Implication upon the Present Study | 第30-32页 |
| ·Key Concepts in Critical Discourse Analysis | 第32-43页 |
| ·Linguistic Focus of Ideology in CDA | 第32-41页 |
| ·Definition of Ideology in the Present Study | 第32-36页 |
| ·How to Study Ideology | 第36-37页 |
| ·Ideology in Advertising Discourse | 第37-41页 |
| ·Linguistic Focus of Power | 第41-43页 |
| ·Power in Discourse and out of Discourse | 第41-42页 |
| ·Nature of Power in Discourse | 第42-43页 |
| ·Basics on English Advertising | 第43-46页 |
| ·Definition of Advertising Used in This Paper | 第43-44页 |
| ·Persuasive Function of Advertising | 第44-46页 |
| ·AIDA Principle in Persuasion | 第45页 |
| ·KISS Principle in Persuasion | 第45-46页 |
| Chapter Four Linguistic Analytic Tools in Data Description | 第46-68页 |
| ·Modality as Analytic Device in Discourse | 第46-53页 |
| ·What Is Modality | 第46-49页 |
| ·Views on Modality - a Non-Hallidian Approach | 第46-47页 |
| ·Hallidy's View on Modality | 第47-49页 |
| ·Three Dimensions of Modality | 第49-51页 |
| ·Modalization and Modulation | 第49页 |
| ·Subjectivity/Objectivity and Explicitness/Implicitness | 第49-50页 |
| ·Value of Modality | 第50-51页 |
| ·Realization Devices of Modality in Discourse | 第51-53页 |
| ·Personal Pronoun System in English | 第53-57页 |
| ·Comprehensive Map of Personal Pronouns - a Reference Perspective | 第53-55页 |
| ·Power and Solidarity Aspect of Personal Pronouns | 第55-57页 |
| ·Personal System in Advertising Discourse | 第57页 |
| ·Transitivity as Analytic Device in Discourse | 第57-61页 |
| ·Transitivity and Its Types: Systemic-Functional Linguistic Perspective | 第58-59页 |
| ·Transitivity as Ideological Representation in Advertising Discourse | 第59-61页 |
| ·Discourse Study of Visual Message | 第61-68页 |
| ·Characteristics of Visual Elements | 第61-62页 |
| ·Semiotic Study of Visual Elements | 第62-64页 |
| ·How Visual Elements Work in Advertising Discourse - Williamson's Model | 第64-66页 |
| ·Visual Emphasis in Advertising Discourse | 第66-68页 |
| Chapter Five Data Analysis | 第68-103页 |
| ·Introduction to Data | 第68-71页 |
| ·Justification of Data Collection | 第68-69页 |
| ·Justification of Data Classification | 第69-71页 |
| ·Data Description and Interpretation | 第71-92页 |
| ·Data Type One | 第71-75页 |
| ·Data Type Two | 第75-80页 |
| ·Data Type Three | 第80-87页 |
| ·Data Type Four | 第87-90页 |
| ·Data Type Five | 第90-92页 |
| ·Data Explanation | 第92-103页 |
| ·Ideological Operation upon Customers | 第92-97页 |
| ·Power Relations in and out of Advertising Discourse | 第97-103页 |
| ·Power Relations in Advertising Discourse | 第97-99页 |
| ·Power Relations in Socio-Economic Context | 第99-103页 |
| Chapter Six Conclusion | 第103-107页 |
| ·A Summary of Major Findings | 第103-104页 |
| ·Limitations and Suggestions for Further Study | 第104-107页 |
| Reference | 第107-111页 |
| Appendix | 第111页 |
