| 摘要 | 第1-7页 |
| ABSTRACT | 第7-12页 |
| 1 Introduction | 第12-20页 |
| ·Previous Researches on English Commercial Advertisement (ECA) | 第12-17页 |
| ·Purpose and Significance of the Research | 第17页 |
| ·Sampling Criteria, Data Collection and Processing | 第17-19页 |
| ·Structure of the Thesis | 第19-20页 |
| 2 Theories of Rhetoric & Speech Act | 第20-33页 |
| ·Concept of Rhetoric | 第20-22页 |
| ·Figures of Speech: Categories and Functions | 第22-26页 |
| ·Speech Act Theory: Perlocutionary Effect | 第26-28页 |
| ·Informing and Persuading through Figures of Speech | 第28-33页 |
| 3 Statistic Results of Figures of Speech in English Commercial Advertisement | 第33-39页 |
| ·Distributions of Figures of Speech in ECA | 第33-36页 |
| ·Figures of Speech Related to Perlocutionary Effect in ECA | 第36-39页 |
| ·Figures of speech related to informing in ECA | 第36-37页 |
| ·Figures of speech related to persuading in ECA | 第37-39页 |
| 4 Figures of Speech: Realization of Perlocutionary Effect | 第39-56页 |
| ·Perlocutionary Effect in ECA | 第39-42页 |
| ·Perlocutionary Effect: Informing | 第39-41页 |
| ·Perlocutionary Effect: Persuading | 第41-42页 |
| ·Informing through Pun, Rhetorical Question, Metaphor, and Repetition | 第42-51页 |
| ·Pun: implicating and explicating meaning in dual context | 第42-46页 |
| ·Rhetorical question: making an emphatic declaration | 第46-48页 |
| ·Metaphor: conveying an implied comparison | 第48-50页 |
| ·Repetition: producing emphasis, clarity, amplification and emotional effect | 第50-51页 |
| ·Persuading through Pun, Rhetorical Question, Metaphor and Climax | 第51-56页 |
| ·Pun: surprising and entertaining the addressee | 第51-52页 |
| ·Rhetorical question: making an emphatic declaration | 第52-53页 |
| ·Metaphor: making a comparison between two elements | 第53-54页 |
| ·Climax: ascending order of force and intensity | 第54-56页 |
| 5 Conclusion | 第56-59页 |
| ·Findings | 第56-57页 |
| ·Limitations and suggestions for future studies | 第57-59页 |
| Acknowledgements | 第59-60页 |
| Bibliography | 第60-63页 |
| Article Published | 第63页 |
