| 中文摘要 | 第1-4页 |
| Abstract | 第4-6页 |
| Contents | 第6-8页 |
| Chapter 1 Introduction | 第8-10页 |
| ·Background of the Study | 第8页 |
| ·Aims of the Study | 第8-9页 |
| ·An Overall of the Chapters in the Thesis | 第9-10页 |
| Chapter 2 Literature Review | 第10-25页 |
| ·Advertisement and Slogan | 第10-11页 |
| ·Persuasion | 第11-12页 |
| ·Persuasive Strategies in Advertising Slogans Abroad | 第12-22页 |
| ·Burke's Theory of Dramatism | 第13-18页 |
| ·Identifying with a Consumer | 第18-21页 |
| ·Being Creative with Language | 第21-22页 |
| ·Persuasive Strategies in Advertising Slogans in China | 第22-23页 |
| ·Studies on Advertising Slogans | 第23-25页 |
| Chapter 3 Qualitative Study | 第25-39页 |
| ·Research Design and Selection | 第25-27页 |
| ·Selection Criteria | 第25页 |
| ·Selection of Companies | 第25-26页 |
| ·List of Companies | 第26-27页 |
| ·Research Question | 第27-28页 |
| ·Qualitative Data Analysis | 第28-30页 |
| ·Analysis of Advertising Slogans | 第30-39页 |
| ·The Coca-Cola Company | 第30-32页 |
| ·Eastman Kodak Company | 第32-34页 |
| ·Ford Motor Company | 第34-37页 |
| ·IBM Company | 第37-39页 |
| Chapter 4 Discussion of Findings | 第39-46页 |
| ·What Persuasive Strategies are Used in Advertising Slogans? | 第39-43页 |
| ·How are Communicative Strategies Used in Advertising Slogans? | 第39-41页 |
| ·How are Stylistic/Linguistic strategies Used in Advertising Slogans? | 第41-43页 |
| ·Enlightment for Chinese Companies | 第43-46页 |
| Chapter 5 Conclusion | 第46-48页 |
| ·General Conclusion | 第46页 |
| ·Limitations and Implications | 第46-48页 |
| ·Limitations of the Study | 第46-47页 |
| ·Implications of the Study | 第47-48页 |
| Bibliography | 第48-53页 |
| Appendices | 第53-60页 |
| Appendix A | 第53-60页 |
| Publications during the Postgraduate Program | 第60-61页 |
| Acknowledgements | 第61-62页 |
