| ACKNOWLEDGEMENTS | 第1-9页 |
| ABSTRACT | 第9-10页 |
| 摘要 | 第10-13页 |
| CHAPTER Ⅰ INTRODUCTION | 第13-17页 |
| ·Research Background | 第13-15页 |
| ·Research Questions and Methodology | 第15-16页 |
| ·The Organization of This Thesis | 第16-17页 |
| CHAPTER Ⅱ LITERATURE REVIEW | 第17-30页 |
| ·Advertising and Cosmetic Advertising | 第17-22页 |
| ·Definition of Advertising | 第18页 |
| ·Main Functions of Advertising | 第18-20页 |
| ·Importance of Advertising in Society | 第20页 |
| ·Cosmetic Advertising | 第20-22页 |
| ·“Persuasiveness” in Advertising Language | 第22-24页 |
| ·Definition of Persuasiveness | 第22-23页 |
| ·Importance of Persuasiveness of Advertising Language | 第23-24页 |
| ·Goals of Persuasiveness of Advertising Language | 第24页 |
| ·Linguistic Studies on Advertising and Cosmetic Advertising | 第24-30页 |
| ·Linguistic Studies on Advertising and Cosmetic Advertising Abroad | 第25-26页 |
| ·Linguistic Studies on Advertising and Cosmetic Advertising in China | 第26-27页 |
| ·Limitations of Previous Linguistic Approaches | 第27-30页 |
| CHAPTER Ⅲ THEORETICAL FRAMEWORK | 第30-45页 |
| ·An Introduction to Relevance Theory | 第30-31页 |
| ·Key Concepts of Relevance Theory | 第31-38页 |
| ·Ostensive-inferential Communication | 第31-33页 |
| ·Principle of Relevance: Optimal Relevance | 第33-35页 |
| ·Processing Effort and Cognitive Effect | 第35-36页 |
| ·Context | 第36-38页 |
| ·Persuasive Strategies in English Cosmetic Advertisements | 第38-45页 |
| ·The Rational Persuasive Strategy | 第39-41页 |
| ·The Emotional Persuasive Strategy | 第41-42页 |
| ·The Moral Persuasive Strategy | 第42-43页 |
| ·The Combined Persuasive Strategy | 第43-45页 |
| CHAPTER Ⅳ ANALYSIS OF PERSUASIVENESS OF ENGLISH COSMETIC ADVERTISING LANGUAGE | 第45-68页 |
| ·Persuasiveness of English Cosmetic Advertising Language | 第45-46页 |
| ·Elements of Persuasiveness in English Cosmetic Advertising Language | 第46-48页 |
| ·Relevance Theory Accounting for Persuasiveness of English ·Cosmetic Advertising Language | 第48-68页 |
| ·Production and Understanding of Persuasiveness in English Cosmetic Advertising from Perspective of Relevance Theory | 第49-51页 |
| ·The Intentions of Persuaders | 第51-54页 |
| ·Cognitive Effect of Persuasiveness in English Cosmetic Advertising Language | 第54-57页 |
| ·Communicative Methods of Persuasiveness in Cosmetic Advertising Language | 第57-61页 |
| ·Optimal Relevance Accounting for Persuasiveness of Cosmetic Advertising Language | 第61-68页 |
| CHAPTER Ⅴ CONCLUSION | 第68-71页 |
| ·Findings and Limitations of the Present Study | 第68-69页 |
| ·Suggestions for Further Studies | 第69-71页 |
| REFERENCES | 第71-73页 |
| APPENDIX | 第73-77页 |
