| 摘要 | 第1-6页 |
| ABSTRACT | 第6-11页 |
| Chapter 1 Introduction | 第11-17页 |
| ·The Origination of This Thesis | 第11-13页 |
| ·The Purpose of This Thesis | 第13页 |
| ·The Significance of This Thesis | 第13-14页 |
| ·The Research Questions of This Thesis | 第14-15页 |
| ·The Scope and Layout of This Thesis | 第15-17页 |
| Chapter 2 Literature Review | 第17-35页 |
| ·Advertising and Advertising Slogans | 第17-22页 |
| ·The Definition of Advertising | 第17-19页 |
| ·The Definition of Advertising Slogans | 第19-20页 |
| ·Classification of Advertising | 第20-22页 |
| ·Semiotics and Signs | 第22-29页 |
| ·Major Figures and Their Influential Theories in Semiotics | 第23页 |
| ·Signs | 第23-24页 |
| ·Dominant Models of a Sign | 第24-29页 |
| ·Modes of Signifying | 第29-32页 |
| ·Theory of Modes | 第29-30页 |
| ·Morris's Mode of Signifying | 第30-32页 |
| ·Previous Studies on Advertising and Semiotics | 第32-35页 |
| ·Previous studies on Advertising | 第32-33页 |
| ·Previous studies on Semiotics | 第33-35页 |
| Chapter 3 Research Methodology | 第35-40页 |
| ·Research Subject | 第35-36页 |
| ·Research Procedure of the Data | 第36-38页 |
| ·Research Instrument | 第38-40页 |
| Chapter 4 Analysis and Discussion | 第40-64页 |
| ·The Application of the Modes of Signifying in the Coca-Cola Advertising Slogans | 第40-52页 |
| ·The Macro-analysis on the Modes of Signifying in the Coca-Cola Advertising Slogans | 第42-46页 |
| ·The Micro-analysis on each Mode of Signifying in the Coca-Cola Advertising Slogans | 第46-52页 |
| ·The Composing Patterns of the Coca-Cola Advertising Slogans | 第52-59页 |
| ·The Designator Dominant Ascriptor | 第52-54页 |
| ·The Prescriptor Dominant Ascriptor | 第54-55页 |
| ·The Coordinate Ascriptor | 第55-58页 |
| ·The Special Ascriptor | 第58-59页 |
| ·The Features of the Composing Patterns in the Coca-Cola Advertising Slogans | 第59-64页 |
| ·Composing Patterns in Designator Dominant Ascriptor | 第59-60页 |
| ·Composing Patterns in Prescriptor Dominant Ascriptor | 第60-61页 |
| ·Composing Patterns in Coordinate Ascriptor | 第61-62页 |
| ·Composing Patterns in Special Ascriptor | 第62-64页 |
| Chapter 5 Conclusion | 第64-68页 |
| ·Major Findings of the Study | 第64-66页 |
| ·Limitations and Suggestions for Further Study | 第66-68页 |
| Reference | 第68-70页 |
| Appendix the 130 Coca-Cola Advertising Slogans | 第70-75页 |
| Acknowledgements | 第75-76页 |
| Resume | 第76-77页 |
