| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-10页 |
| Chapter 1 Introduction | 第10-13页 |
| ·General Description | 第10-11页 |
| ·Organization of the Thesis | 第11-12页 |
| ·Methodology | 第12-13页 |
| Chapter 2 Advertising and Advertising Speech | 第13-18页 |
| ·Definition of Advertising | 第13-15页 |
| ·Classification of Advertising | 第15-16页 |
| ·Advertising Speech | 第16-18页 |
| Chapter 3 Survey of Related Studies and Theories | 第18-32页 |
| ·Literature Review | 第18-26页 |
| ·Previous Studies on Advertising Speech | 第18-21页 |
| ·Previous Studies on Politeness | 第21-26页 |
| ·Brown and Levinson’s Politeness Theory | 第26-32页 |
| ·Face | 第26-27页 |
| ·Face Threatening Acts (FTAs) | 第27-28页 |
| ·Politeness Strategies | 第28-32页 |
| Chapter 4 The Linguistic Features of TV Shopping Speech | 第32-45页 |
| ·Overview | 第32-33页 |
| ·Lexical Features | 第33-36页 |
| ·Frequent Use of Exclamations | 第33-34页 |
| ·Frequent Use of Personal Pronouns | 第34-35页 |
| ·Frequent Use of Commendatory Adjectives | 第35-36页 |
| ·Frequent Use of Adverbs of Degree | 第36页 |
| ·Syntactic Features | 第36-40页 |
| ·Frequent Use of Short and Simple Sentences | 第36-37页 |
| ·Frequent Use of Interrogative Sentences | 第37-38页 |
| ·Frequent Use of Imperative Sentences | 第38页 |
| ·Frequent Use of Elliptical Sentences | 第38-39页 |
| ·Frequent Use of Adverbial Clauses | 第39-40页 |
| ·Rhetorical Features | 第40-45页 |
| ·Metaphor and Simile | 第40-41页 |
| ·Personification | 第41页 |
| ·Parallelism | 第41-42页 |
| ·Hyperbole | 第42页 |
| ·Pun | 第42-43页 |
| ·Repetition | 第43页 |
| ·Rhyme | 第43页 |
| ·Antithesis | 第43-45页 |
| Chapter 5 Case Analysis: the Politeness Strategies in TV Shopping Speech | 第45-63页 |
| ·Overview | 第45-46页 |
| ·Bald on Record Strategy | 第46-47页 |
| ·Pre-emptive Invitation | 第46-47页 |
| ·Warning and Advice | 第47页 |
| ·Positive Politeness Strategy | 第47-54页 |
| ·Claim Common Ground | 第48-51页 |
| ·Convey that the Advertiser and the Consumer are Cooperators | 第51-53页 |
| ·Fulfill the Consumer’s Wants | 第53-54页 |
| ·Negative Politeness Strategy | 第54-58页 |
| ·Not Presume or Assume | 第54-55页 |
| ·Not Coerce | 第55-56页 |
| ·Communicate the Advertiser’s Want not to Impinge on the Consumer | 第56-58页 |
| ·Off Record Strategy | 第58-60页 |
| ·Give Hints | 第58-59页 |
| ·Figures of Speech | 第59-60页 |
| ·Not Do the FTA | 第60页 |
| ·Findings and Discussion | 第60-63页 |
| ·Findings of this Thesis | 第60-61页 |
| ·W_x Model and the Choice of Politeness Strategies | 第61-63页 |
| Chapter 6 Conclusion | 第63-65页 |
| ·Major Conclusion Reached in this Thesis | 第63-64页 |
| ·Limitations of this Research and Suggestions for Future Studies | 第64-65页 |
| Bibliography | 第65-68页 |
