| 中文摘要 | 第1-3页 |
| Abstract | 第3-5页 |
| 中文文摘 | 第5-7页 |
| Contents | 第7-8页 |
| Chapter One Introduction | 第8-14页 |
| ·Western rhetorical study in China:A Brief Overview | 第8页 |
| ·The significance of western rhetorical study and commercial rhetorical research in China | 第8-11页 |
| ·New Oriental,a typical commercial rhetoric practitioner | 第11-14页 |
| Chapter Two Rhetoric,the art of persuasion | 第14-28页 |
| ·A brief introduction to rhetoric | 第14-18页 |
| ·The essence,utility,artistic proofs of rhetoric | 第18-24页 |
| ·The social functions of rhetoric | 第24-28页 |
| Chapter Three Rhetoric and Commercial advertising | 第28-46页 |
| ·The commercial promotion functions of rhetoric | 第28-31页 |
| ·The features of rhetorical persuasion in commercial promotion | 第31-36页 |
| ·Rhetoric and the company image building | 第36-46页 |
| Chapter Four How is the company image established and maintained by New Oriental | 第46-66页 |
| ·Introduction | 第46-47页 |
| ·To provide the "needs" and meet the "wants":to cultivate a consumer-oriented image | 第47-52页 |
| ·Logos,pathos,ethos:to strengthen the advertising persuasion | 第52-59页 |
| ·The new image-setting strategy:public relations | 第59-66页 |
| Chapter Five Conclusion | 第66-68页 |
| Reference | 第68-72页 |
| 攻读学位期间承担的科研任务与主要成果 | 第72-73页 |
| Acknowledgements | 第73-74页 |
| 个人简历 | 第74页 |
