| Abstract | 第1-10页 |
| Acknowledgements | 第10-11页 |
| PART Ⅰ | 第11-46页 |
| 1 CHAPTER ONE INTRDUCTION | 第11-18页 |
| ·Introducton | 第11-13页 |
| ·The rationale of the present study | 第13-14页 |
| ·Problems with the existing studies | 第14-15页 |
| ·The objectives of the present study | 第15-16页 |
| ·Methodology | 第16页 |
| ·Outline of the Thesis | 第16-18页 |
| 2 CHAPTER TWO LITERATURE REVIEW | 第18-31页 |
| ·Introduction | 第18页 |
| ·The definition of persuasion | 第18-20页 |
| ·The study of persuasion in rhetoric | 第20-22页 |
| ·Traditional rhetoric | 第20-21页 |
| ·Modern rhetoric | 第21-22页 |
| ·The study of persuasion in china | 第22-25页 |
| ·Chinese zong Heng Shu or shui in ancient times | 第22-25页 |
| ·Market economy and the revival of zong Heng shu in modern times | 第25页 |
| ·The study of persuasion in social psychology | 第25-30页 |
| ·Ajzen and Fishbein's theory of Reasoned Action(TRA) | 第25-28页 |
| ·Elaboration Likelihood Model | 第28-30页 |
| ·The present study | 第30页 |
| ·Summary | 第30-31页 |
| 3 CHAPTER THREE RESEARCH METHODOLOGY AND DATA COLLECTION | 第31-36页 |
| ·Introduction | 第31页 |
| ·Methodologies of research on persuasion | 第31-32页 |
| ·Research methodology of the present study | 第32-33页 |
| ·Description of data | 第33-34页 |
| ·Transcription | 第34页 |
| ·Analysis | 第34页 |
| ·Summary | 第34-36页 |
| 4 CHAPTER FOUR DESCRIPTION OF THE CONCEPTUAL FRAME-WORK | 第36-46页 |
| ·Introduction | 第36页 |
| ·Discussion of the basis of the framework | 第36-41页 |
| ·Problems in the existing studies on persuasion | 第36-37页 |
| ·Studying persuasive marketing communication from the perspective of linguistic adaptation theory | 第37-41页 |
| ·The development of pragmatics | 第37-38页 |
| ·The pragmatic perspective | 第38-39页 |
| ·Linguistic adaptation theory | 第39-41页 |
| ·Persuasion in the present study | 第41页 |
| ·Defining persuasion | 第41-42页 |
| ·A description of the framework | 第42-43页 |
| ·Summary | 第43-46页 |
| PART Ⅱ | 第46-66页 |
| 5 CHAPTER FIVE PERSUASIVE MARKETING COMMUNICATION AS ADAPTATION TO PHYSICAL ENVIRON MENT | 第46-51页 |
| ·Introduction | 第46页 |
| ·Physical environment | 第46-47页 |
| ·Analysis | 第47-50页 |
| ·Adaptation to stretches of time | 第47-48页 |
| ·Adaptation of the environ ment of shopping | 第48页 |
| ·Adaptation of physical appearance | 第48-49页 |
| ·Adaptation to different sexes | 第49-50页 |
| ·Adaptation to different ages | 第50页 |
| ·Summary | 第50-51页 |
| 6 CHAPTER SIX PERSUASIVE MARKETING COMMUNICATION AS ADAPTATION TO SOCIAL CONVENTIONS | 第51-55页 |
| ·Introduction | 第51页 |
| ·Social conventions | 第51页 |
| ·Analysis | 第51-54页 |
| ·Adaptation to the business tradition of being honest and reliable | 第51-52页 |
| ·Adaptation of addressing | 第52-53页 |
| ·Worshipping and having a blind faith in things foreign | 第53-54页 |
| ·The custom of figures | 第54页 |
| ·Summary | 第54-55页 |
| 7 CHAPTER SEVEN PERSUASIVE MARKETING COMMUNICATION AS ADAPTATION TO PSYCHOLOGICAL MOTIVATIONS | 第55-62页 |
| ·Introduction | 第55页 |
| ·Psychological motivations | 第55-56页 |
| ·Analysis | 第56-61页 |
| ·The need for pleasing to the eye | 第56-57页 |
| ·The need for fine quality | 第57-58页 |
| ·The motivation for low price | 第58-59页 |
| ·Reducing price | 第58-59页 |
| ·Spending one or several hundred yuan in the department can get a ticket worth a certain amount of money | 第59页 |
| ·The desire for esteem | 第59-60页 |
| ·The motivation to follow the consumption of popularity | 第60页 |
| ·The desire to be complimented | 第60-61页 |
| ·Summary | 第61-62页 |
| 8 CHAPTER EIGHT SUMMARY AND CONCLUSION | 第62-66页 |
| ·Introduction | 第62页 |
| ·Summary of findings | 第62-63页 |
| ·Limitations of this study | 第63页 |
| ·Suggestions for future research | 第63-66页 |
