| ACKNOWLEDGEMENTS | 第1-5页 |
| 摘要 | 第5-7页 |
| ABSTRACT | 第7-11页 |
| Chapter One INTRODUCTION | 第11-17页 |
| ·Background of the Study | 第11-14页 |
| ·Significance and Purpose of the Study | 第14-16页 |
| ·Structure and Research Method of the Thesis | 第16-17页 |
| Chapter Two THEORETICAL FOUNDATION AND THE RELATED ISSUES | 第17-27页 |
| ·Defining Rhetoric and Cultural Rhetoric | 第17-20页 |
| ·Rhetoric | 第17-19页 |
| ·Cultural rhetoric | 第19-20页 |
| ·Cultural Rhetoric: An Epistemic Interpretation | 第20-23页 |
| ·Cultural rhetoric and its linguistic reflexivity | 第21-22页 |
| ·Cultural rhetoric and its theoretical exploration | 第22-23页 |
| ·The Applicability of Rhetorical Theory in the Analysis of Advertising | 第23-27页 |
| Chapter Three CULTURAL RHETORIC DIMENSION IN ADVERTISING LINGUISTIC LEVEL | 第27-38页 |
| ·Features of Advertising Language | 第27-28页 |
| ·Relationship between Culture and Advertising Language | 第28-38页 |
| ·Lexical features | 第29-31页 |
| ·Syntactic features | 第31-33页 |
| ·Rhetorical features | 第33-38页 |
| ·Metaphor | 第33-35页 |
| ·Pun | 第35-38页 |
| Chapter Four CULTURAL RHETORIC DIMENSION IN ADVERTISING:THE THEORETICAL LEVEL | 第38-47页 |
| ·Analysis of Cultural Rhetoric in Advertising from Discursive Practice | 第38-41页 |
| ·Analysis of Cultural Rhetoric in Advertising from Rules | 第41-45页 |
| ·Analysis of Cultural Rhetoric in Advertising from Roles | 第45-47页 |
| Chapter Five CONCLUSION | 第47-49页 |
| ·Summary of the Findings | 第47-48页 |
| ·Limitations and Recommendations for Further Research | 第48-49页 |
| REFERENCES | 第49-51页 |
