| Acknowledgements | 第7-8页 |
| Abstract | 第8页 |
| Chapter One Introduction | 第9-15页 |
| 1.1 An Introduction to Advertising | 第9-11页 |
| 1.1.1 Definition and Classification of Advertising | 第9-10页 |
| 1.1.2 Main Functions of Advertising | 第10-11页 |
| 1.1.3 Advertising, Language and Society | 第11页 |
| 1.2 Definition of Direct Response Television Advertising | 第11-12页 |
| 1.3 Main Aims and Structure of This Thesis | 第12-15页 |
| Chapter Two Literature Review | 第15-19页 |
| 2.1 "Persuasiveness" as Used in This Paper | 第15-16页 |
| 2.2 Western Studies of Advertising Language | 第16-17页 |
| 2.3 Chinese Studies of Advertising Language | 第17-19页 |
| Chapter Three Theoretical Framework | 第19-33页 |
| 3.1 The Working Process of Advertising | 第19-24页 |
| 3.1.1 The Promotion Staircase | 第19-21页 |
| 3.1.2 AIDCA Formula | 第21-24页 |
| 3.1.2.1 Attention | 第21-22页 |
| 3.1.2.2 Interest and Desire | 第22页 |
| 3.1.2.3 Conviction | 第22-23页 |
| 3.1.2.4 Action | 第23-24页 |
| 3.2 The Importance of Consumers' Psychology in the Present Study | 第24-29页 |
| 3.2.1 Needs and Motives | 第24-26页 |
| 3.2.2 Consumers' Motives in the Present Study | 第26-28页 |
| 3.2.3 The Influence of Social and Cultural Factors on Consumers' Motives | 第28-29页 |
| 3.3 Linguistic Adaptation Theory | 第29-31页 |
| 3.3.1 Introduction | 第29-30页 |
| 3.3.2 The Four Focal Points of Linguistic Adaptation Theory | 第30-31页 |
| 3.4 The Framework of This Thesis | 第31-33页 |
| Chapter Four Description of the Data | 第33-35页 |
| Chapter Five Data Analysis: Linguistic Realization of Adaptation | 第35-61页 |
| 5.1 On Discourse Level | 第36-48页 |
| 5.1.1 Emotive Copy | 第37-41页 |
| 5.1.2 Factual—hard-selling Copy | 第41-45页 |
| 5.1.3 Dialogue Copy | 第45-47页 |
| 5.1.4 Testimonial Copy | 第47-48页 |
| 5.2 On Lexical Level | 第48-52页 |
| 5.2.1 Frequent Use of Words and Phrases with Favorable Meaning | 第48-49页 |
| 5.2.2 The Use of Personal Pronouns | 第49-50页 |
| 5.2.3 Frequent Use of Comparative and Superlative Degree | 第50-51页 |
| 5.2.4 Frequent Use of Certain Adverbs to Reinforce the Effect | 第51-52页 |
| 5.3 On Syntactic Level | 第52-55页 |
| 5.3.1. Frequent Use of Interrogative Sentences | 第52-53页 |
| 5.3.2. Frequent Use of Imperative Sentences | 第53-54页 |
| 5.3.3 Frequent Use of Structures like “只要……就”and“无论……都” | 第54-55页 |
| 5.4 On Rhetorical Level | 第55-61页 |
| 5.4.1 Frequent Use of Repetition | 第55-56页 |
| 5.4.2 Frequent Use of Hyperbole | 第56-57页 |
| 5.4.3 Frequent Use of Rhetorical Questions | 第57-58页 |
| 5.4.4 Other Rhetorical Devices | 第58-61页 |
| Chapter Six Conclusion | 第61-63页 |
| Bibliography | 第63-65页 |
