| Abstract in Chinese | 第1-5页 |
| Abstract in English | 第5-8页 |
| Chapter 1 Introduction | 第8-11页 |
| ·Significance of the Study | 第8页 |
| ·Rationale | 第8-9页 |
| ·Objectives of the Present Study | 第9页 |
| ·Rough Structure of the Thesis | 第9-11页 |
| Chapter 2 Rhetoric and Persuasion | 第11-24页 |
| ·Rhetoric | 第11-12页 |
| ·The Relevance and Importance of Rhetoric for our Times | 第12页 |
| ·Visual Rhetoric | 第12-19页 |
| ·Visual Rhetoric of Language | 第14-16页 |
| ·Visual Rhetoric of Image | 第16-19页 |
| ·Comprehensive Visual Rhetoric | 第19页 |
| ·Persuasion in Rhetoric | 第19-24页 |
| ·Goals of Persuasion | 第20-22页 |
| ·Visual Persuasion | 第22-24页 |
| Chapter 3 Advertisements and Consumer Psychology | 第24-32页 |
| ·Advertising as Persuasion | 第24页 |
| ·Importance of Advertisements | 第24-25页 |
| ·Advertisements and Consumers | 第25-27页 |
| ·Components of Advertisement Communication | 第25-26页 |
| ·Consumers—the Target Audience | 第26页 |
| ·Influence on the Target Audience | 第26-27页 |
| ·Consumer Psychology—A Process of Persuasion | 第27-32页 |
| ·Consumer Perception Process | 第27-28页 |
| ·Consumer Learning Process | 第28-29页 |
| ·Consumer Motivation Process | 第29-30页 |
| ·Consumer Attitude change Process | 第30-32页 |
| Chapter 4 Visual Rhetorical Perspective in Advertisements | 第32-53页 |
| ·Visual Rhetorical Figures | 第32-39页 |
| ·Properties of Visual Rhetorical Figures | 第34-36页 |
| ·Taxonomy of Visual Rhetorical Figures | 第36-39页 |
| ·Consumer Processing and Persuasive Effect | 第39-49页 |
| ·Elaboration Likelihood Model in Consumer Processing | 第39-41页 |
| ·Analysis of Consumer Processing and Persuasive Effect in Ads Based on ELM | 第41-49页 |
| ·A Comparison of Consumer Processing and Persuasive Effect Using or not Visual Rhetorical Figures | 第41-45页 |
| ·A Comparison of Consumer Processing and Persuasive Effect with Schemes or Tropes | 第45-49页 |
| ·Boundary Conditions | 第49-53页 |
| ·Culturally Difficulty in Process | 第50-53页 |
| Chapter 5 Conclusion | 第53-54页 |
| Bibliography | 第54-57页 |
| Acknowledgements | 第57-58页 |
| Papers Published During the Study for M. A. Degree | 第58页 |
