| 摘要 | 第1-4页 |
| Abstract | 第4-6页 |
| List of Abbreviations | 第6-7页 |
| List of Tables and Figures | 第7-10页 |
| Chapter 1 Introduction | 第10-15页 |
| ·Rationale for the Present Research | 第10-12页 |
| ·Previous Studies of Advertising and Politeness | 第12页 |
| ·Research Questions | 第12-13页 |
| ·Data Collection and Methodology | 第13-14页 |
| ·Outline of the Present Research | 第14-15页 |
| Chapter 2 Theoretical Framework | 第15-22页 |
| ·Brown and Levinson's Face Theory | 第15-17页 |
| ·Experiential Marketing | 第17-20页 |
| ·The Cross-disciplinary Framework for the Present Research | 第20-22页 |
| Chapter 3 Experiential Marketing Saving Consumers'Positive Face | 第22-39页 |
| ·Distribution of Positive Politeness Strategy | 第22-23页 |
| ·Positive Politeness Strategies and Experiences | 第23-31页 |
| ·Claiming Common Ground through Experiences | 第23-26页 |
| ·Cooperatively Enjoying the Experiences | 第26-29页 |
| ·Giving Experiential Gifts | 第29-31页 |
| ·The Association Patterns of Experiential Marketing-Positive Politeness | 第31-37页 |
| ·Marketing Experiences Rather than Goods | 第31-33页 |
| ·Realizing Marketing by Enhancing Politeness with Experiences | 第33-35页 |
| ·Promoting by Triggering Experiences from Politeness | 第35-37页 |
| ·Deep-rooted Reasons for the Popularity of such Experiential Marketing | 第37-39页 |
| Chapter 4 Experiential Marketing Saving Consumers' Negative Face | 第39-54页 |
| ·Distribution of Negative Politeness Strategies Employment | 第39-40页 |
| ·Negative Politeness Strategies and Experiences | 第40-47页 |
| ·Providing Experiences Based on Hedges | 第40-42页 |
| ·Avoiding Coercion through Experiences | 第42-45页 |
| ·Communicating the Want to Not Impinge Experiences on Consumers | 第45-47页 |
| ·The Association Patterns of Experiential Marketing-Negative Politeness | 第47-54页 |
| ·Adding Experiential Values Based on Politeness | 第48-49页 |
| ·Attracting Consumers with Objective Experience Evaluations | 第49-51页 |
| ·Facilitating Marketing by Coupling Politeness with Experiences | 第51-54页 |
| Chapter 5 Conclusion | 第54-57页 |
| ·Major Findings | 第54-55页 |
| ·Implications | 第55页 |
| ·Limitations | 第55-57页 |
| Bibliography | 第57-60页 |
| Appendix 1 | 第60-61页 |
| Appendix 2 | 第61-66页 |
| Acknowledgements | 第66页 |
