文摘
英文文摘
ABBREVIATIONS
FIGURES
Chapter 1 Introduction
1.1 The Origination of This Thesis
1.2 The Purpose of This Thesis
1.3 The Significance of This Thesis
1.4 The Research Questions of This Thesis
1.5 The Scope and Layout of This Thesis
Chapter 2 Literature Review
2.1 Advertising and Advertising Slogans
2.1.2 The Definition of Advertising
2.1.2 The Definition of Advertising Slogans
2.1.3 Classification of Advertising
2.2 Semiotics and Signs
2.2.1 Major Figures and Their Influential Theories in Semiotics
2.2.2 Signs
2.2.3 Dominant Models of a Sign
2.3 Modes of Signifying
2.3.1 Theory of Modes
2.3.2 Morris's Mode of Signifying
2.4 Previous Studies on Advertising and Semiotics
2.4.1 Previous studies on Advertising
2.4.2 Previous studies on Semiotics
Chapter 3 Research Methodology
3.1 Research Subject
3.2 Research Procedure of the Data
3.3 Research Instrument
Chapter 4 Analysis and Discussion
4.1 The Application of the Modes of Signifying in the Coca-Cola Advertising Slogans
4.1.1 The Macro-analysis on the Modes of Signifying in the Coca-Cola Advertising Slogans
4.1.2 The Micro-analysis on each Mode of Signifying in the Coca-Cola Advertising Slogans
4.2 The Composing Patterns of the CocaoCola Advertising Slogans
4.2.1 The Designator Dominant Ascriptor
4.2.2 The Prescriptor Dominant Ascriptor
4.2.3 The Coordinate Ascriptor
4.2.4 The Special Ascriptor
4.3 The Features of the Composing Patterns in the Coca-Cola Advertising Slogans
4.3.1 Composing Patterns in Designator Dominant Ascriptor
4.3.2 Composing Patterns in Prescriptor Dominant Ascriptor
4.3.3 Composing Patterns in Coordinate Ascriptor
4.3.4 Composing Patterns in Special Ascriptor
Chapter 5 Conclusion
5.1 Major Findings of the Study
5.2 Limitations and Suggestions for Further Study
Reference
Appendix the 130 Coca-Cola Advertising Slogans
Acknowledgements
Resume