| Declaration | 第1-4页 |
| Acknowledgement | 第4-5页 |
| Table of contents | 第5-8页 |
| Abstract | 第8-11页 |
| Lists of Tables & Figures | 第11-12页 |
| Chapter 1． Introduction | 第12-17页 |
| 1．1．The Significance of Studying Introduction to financial products | 第12-14页 |
| 1．2．The Present Study: Its Conceptual Approaches, Methodology, Data Collection and Analysis | 第14-15页 |
| 1．3．An Outline of the Present Study | 第15-17页 |
| Chapter 2 Literature Review | 第17-28页 |
| 2．1． Introduction | 第17页 |
| 2．2． Contrastive Rhetoric | 第17-22页 |
| 2．2．1． General Introduction to Contrastive Rhetoric | 第17-19页 |
| 2．2．2． The Major Contrastive Rhetoric Studies, especially between Chinese and English | 第19-22页 |
| 2．3． Genre Analysis | 第22-27页 |
| 2．3．1． Genre Analysis Abroad | 第22-26页 |
| 2．3．2． Genre Analysis at Home | 第26-27页 |
| 2．4． Summary | 第27-28页 |
| Chapter 3 Theoretical Framework | 第28-36页 |
| 3．1 Introduction | 第28页 |
| 3．2 Definitions of Several Important Terms | 第28-32页 |
| 3．2．1． Definitions of Move and Step | 第28-29页 |
| 3．2．2． Definitions of Power Distance, Collectivism and Individualism, High-context and Low-context Culture | 第29-32页 |
| 3．2．3． Market Positioning | 第32页 |
| 3．3 A Tentative Theoretical Framework for the Present Research | 第32-34页 |
| 3．4 Specific Research Questions | 第34-35页 |
| 3．5 Summary | 第35-36页 |
| Chapter 4 Methodology, Data Collection and Data Analysis | 第36-42页 |
| 4．1． Introduction | 第36页 |
| 4．2． Research Methodology | 第36-37页 |
| 4．3． Data Collection | 第37-40页 |
| 4．4． Data Analysis | 第40页 |
| 4．5． Summary | 第40-42页 |
| Chapter 5 Results and Discussion | 第42-86页 |
| 5．1． Communicative Purpose | 第42-44页 |
| 5．2． Differences between Introduction to Financial Products and Advertising | 第44-48页 |
| 5．3． Discourse Structure | 第48-49页 |
| 5．4． Linguistic Features Shared by Chinese and English Samples | 第49-54页 |
| 5．5． Differences between Chinese and English Introduction to Financial Product | 第54-75页 |
| 5．5．1． General Differences | 第55-60页 |
| 5．5．2． Differences in Each Move and Step | 第60-67页 |
| 5．5．3． Persuasive Writing and the Persuasive Process | 第67-73页 |
| 5．5．4． Some Specific Writing Strategies | 第73-75页 |
| 5．6． A Detailed English Sample Analysis | 第75-80页 |
| 5．7． A Detailed Chinese Sample Analysis | 第80-85页 |
| 5．8．Summary | 第85-86页 |
| Chapter 6 Conclusion and Implications | 第86-91页 |
| 6．1． Summary of the Findings | 第86-88页 |
| 6．2． Implications of the Present Study | 第88-89页 |
| 6．2．1． Theoretical and Empirical Contribution of the Present Study | 第88-89页 |
| 6．3． Suggestions for Future Studies | 第89-91页 |
| References | 第91-95页 |
