| 摘要 | 第5-6页 |
| Abstract | 第6-7页 |
| Contents | 第8-10页 |
| Chapter 1 Introduction | 第10-14页 |
| 1.1 Background of the Research | 第10-11页 |
| 1.2 Research Questions of the Thesis | 第11页 |
| 1.3 Significance of the Study | 第11-12页 |
| 1.4 Structure of the Thesis | 第12-14页 |
| Chapter 2 Literature Review | 第14-22页 |
| 2.1 Theories of Advertising | 第14-17页 |
| 2.1.1 Definition of Advertising | 第14-15页 |
| 2.1.2 Functions of Advertising | 第15-16页 |
| 2.1.3 Classification of Advertising | 第16页 |
| 2.1.4 Advertising Slogans | 第16-17页 |
| 2.2 Previous Linguistic Researches in Advertising English | 第17-22页 |
| 2.2.1 Stylistic Approach | 第17-18页 |
| 2.2.2 Semiotic Approach | 第18-19页 |
| 2.2.3 Discourse Approach | 第19-20页 |
| 2.2.4 Sociolinguistic Approach | 第20页 |
| 2.2.5 Pragmatic Approach | 第20-22页 |
| Chapter 3 Theoretical Framework and Methodology | 第22-28页 |
| 3.1 Theoretical Framework | 第22-26页 |
| 3.1.1 Austin’s Speech Act Theory | 第22-23页 |
| 3.1.2 Searle’s Speech Act Theory | 第23-24页 |
| 3.1.3 Indirect Speech Act | 第24-25页 |
| 3.1.4 Politeness Principle | 第25-26页 |
| 3.2 Research Methodology | 第26-28页 |
| Chapter 4 Analysis and Discussion | 第28-63页 |
| 4.1 Locutionary Acts of Advertising English | 第28页 |
| 4.2 Illocutionary Acts of Advertising English | 第28-41页 |
| 4.2.1 Felicity Conditions of Illocutionary Acts | 第29-31页 |
| 4.2.2 Illocutionary Act of Assertives | 第31-34页 |
| 4.2.3 Illocutionary Act of Directives | 第34-36页 |
| 4.2.4 Illocutionary Act of Commissives | 第36-38页 |
| 4.2.5 Illocutionary Act of Expressives | 第38-40页 |
| 4.2.6 Illocutionary of Declarations | 第40-41页 |
| 4.3 Perlocutionary Acts of Advertising English | 第41页 |
| 4.4 Speech Acts of Advertising Slogans with Figures of Speech | 第41-55页 |
| 4.4.1 Speech Act of Simile and Metaphor | 第42-45页 |
| 4.4.2 Speech Act of Personification | 第45-47页 |
| 4.4.3 Speech Act of Hyperbole | 第47-50页 |
| 4.4.4 Speech Act of Pun | 第50-52页 |
| 4.4.5 Speech Act of Irony | 第52-53页 |
| 4.4.6 Speech Act of Rhetorical Question | 第53-55页 |
| 4.5 Politeness Principle Applied in Speech Act | 第55-61页 |
| 4.5.1 Employment of Politeness Principle in Speech Acts of Directives and Commissives | 第56-58页 |
| 4.5.2 Employment of Politeness Principle in Speech Acts of Assertives and Expressives | 第58-60页 |
| 4.5.3 Politeness Principles in Act of Declarations | 第60-61页 |
| 4.6 Cognition of Speech Act | 第61-63页 |
| Chapter 5 Conclusion | 第63-68页 |
| References | 第68-71页 |
| Acknowledgements | 第71-72页 |
| 作者简介 | 第72页 |
