文摘
英文文摘
声明
Introduction
Chapter One: On Advertising
1.1 Definition of advertising
1.2 The feature of advertising English
1.3 Objectives of advertising
Chapter Two: Relevant Theories Concerning Signs
2.1 History and origin
2.2 The importance of sign
2.3 The two dominant models of what constitutes sign-from Saussure and Peirce
2.3.1 Saussure's model of the sign
2.3.2 Peirce's model of the sign
2.4. The relationship between semiotics and rhetoric and metaphor
2.4.1 Semiotics and rehtoric
2.4.2 Semiotics and metaphor
Chapter Three: Development of Advertisement Sign
3.1 The basic features of advertisement sign
3.1.1 The arbitrariness of advertisement sign
3.1.2 The systematicity and variability of advertisement
3.1.3 Stability of the difference of advertisement sign
3.1.4 Synchronic feature of advertisement sign
3.2 The development trend of advertisement sign and its causes
3.2.1 Development of advertisement sign
3.2.2 Causes of the development trend
Chapter Four: Analysis of Similes and Metaphors in the Perspective of Semiotics
4.1 The composition of simile in the perspective of semiotics
4.1.1 Examples of simile with independent phrases
4.1.2 The realization of signification of simile with independent phrases
4.2 The composition of metaphor with independent phrase in the perspective of semiotics
4.2.1 Examples of metaphor with independent phrase
4.2.2 The realization of signification of metaphor with independent phrase
Chapter Five: Conclusion
Bibliography
ACKNOWLEDGEMENTS
攻读学位期间发表的学术论文目录
APPENDIX