| 摘要 | 第1-4页 |
| ABSTRACT | 第4-9页 |
| Chapter One Introduction to Advertising and Literature Review | 第9-24页 |
| ·General Knowledge of advertising and advertising Language | 第9-15页 |
| ·Defintion of Advertising and Advertising Language | 第9-11页 |
| ·The Function of Advertising | 第11-12页 |
| ·The Classification of Advertising | 第12-13页 |
| ·Features of Advertising | 第13-15页 |
| ·The Literature Review | 第15-22页 |
| ·Studies of Advertising Language in China | 第15页 |
| ·Some Semiotic Approaches | 第15-17页 |
| ·Linguistic Approaches | 第17-21页 |
| ·Comments on Previous Approaches | 第21-22页 |
| ·The Aim of This Thesis: Studying on Commercial Advertising Language Persuasiveness and the Structure of This Thesis | 第22-24页 |
| Chapter TwoThe Theoretic Foundation: Relevance Theory | 第24-36页 |
| ·Theoretical Resource and Background of Relevance Theory | 第24-26页 |
| ·Cognitive Principle and Communicative Principle | 第26-27页 |
| ·Ostensive-Inferential Communications | 第27-28页 |
| ·The Contextual Effects | 第28-30页 |
| ·Relevance and Cognition | 第30-31页 |
| ·The Principle of Relevance | 第31-33页 |
| ·Optimal Relevance | 第33-34页 |
| ·Context | 第34-36页 |
| Chapter Three Relevance Theory and Advertising Language | 第36-61页 |
| ·Advertising as Communication | 第36-45页 |
| ·Ostensive in Advertising Language | 第40-42页 |
| ·Inference in Advertising | 第42-44页 |
| ·Relevance in Advertising | 第44-45页 |
| ·The Psychology of Advertising | 第45-50页 |
| ·Perception | 第46页 |
| ·Awareness | 第46-47页 |
| ·Understanding | 第47-48页 |
| ·Persuasion | 第48-50页 |
| ·Persuasiveness of Advertising Language | 第50-52页 |
| ·Relevance Theory and Persuasion of Advertising | 第52-61页 |
| ·The Persuader's Intention | 第53-54页 |
| ·Cognitive Effect of Persuasion | 第54页 |
| ·Communicative Methods of Persuasion in Advertising | 第54-57页 |
| ·Understanding of Persuasion Intention of advertising | 第57-61页 |
| Chapter Four How to Achieve Persuasiveness of Advertising Language | 第61-79页 |
| ·Persuasion Is Perlocutionary | 第61-62页 |
| ·Consumer Behavior and Need Rcognition | 第62-64页 |
| ·How Persuasion of Advertising Language Is Achieved | 第64-79页 |
| ·Advertising Language Arouses Needs for Desire | 第66-68页 |
| ·Two Levels of Need and Association | 第68-70页 |
| ·Association by Sex Innuendo | 第70-73页 |
| ·Association by Metaphor | 第73-79页 |
| Conclusion | 第79-81页 |
| Bibliography | 第81-86页 |
| Appendix 1 | 第86-87页 |
| Appendix 2 | 第87-88页 |
| Acknowledgements | 第88页 |
