| ABSTRACT | 第1-5页 |
| 摘要 | 第5-9页 |
| Chapter Ⅰ Introduction | 第9-13页 |
| ·Research Background | 第9-10页 |
| ·Significance and Purposes of the Study | 第10-11页 |
| ·Structure of the Thesis | 第11-13页 |
| Chapter Ⅱ Literature Review | 第13-24页 |
| ·Definitions of Key Terms | 第13-17页 |
| ·Definitions of Advertising and Advertising Language | 第13-16页 |
| ·Definition of Rhetorical Device | 第16-17页 |
| ·Research Approaches to the Study of Advertising Language | 第17-22页 |
| ·Pragmatic Approach to the Study of Advertising Language | 第17-19页 |
| ·Stylistic Approach to the Study of Advertising Language | 第19-20页 |
| ·Semiotic Approach to the Study of Advertising Language | 第20-21页 |
| ·Review of the Above Approaches | 第21-22页 |
| ·Previous Studies on Aristotle's Rhetorical Theory | 第22-24页 |
| Chapter Ⅲ Theoretical Framework:Aristotle's Rhetorical Theory | 第24-32页 |
| ·Introduction to Aristotle and His Rhetorical Theory | 第24-26页 |
| ·Style as a Linguistic Decorum in Aristotle's Rhetorical Theory | 第26-27页 |
| ·Three Modes of Persuasion of Aristotle's Rhetorical Theory | 第27-32页 |
| ·Ethos | 第28-29页 |
| ·Pathos | 第29-30页 |
| ·Logos | 第30-32页 |
| Chapter Ⅳ Research Methodology | 第32-36页 |
| ·Research Questions | 第33-34页 |
| ·Research Design | 第34页 |
| ·Data Collection and Description | 第34-36页 |
| Chapter Ⅴ Application of Aristotle's Rhetorical Theory to the Study ofRhetorical Devices in English Advertising | 第36-80页 |
| ·Rhetorical Devices Used in English Advertising | 第36-51页 |
| ·Semantic Rhetorical Devices in English Advertising | 第36-46页 |
| ·Phonetic Rhetorical Devices in English Advertising | 第46-48页 |
| ·Syntactic Rhetorical Devices in English Advertising | 第48-51页 |
| ·Aesthetic Effects Produced by Rhetorical Devices in Light of Aristotle's Rhetorical Theory on Style | 第51-64页 |
| ·Aesthetic of Structural Form | 第51-56页 |
| ·Aesthetic of Rhythm | 第56-61页 |
| ·Aesthetic of Connotation | 第61-64页 |
| ·Summary of Aesthetic Effects of Rhetorical Devices in Advertising Language | 第64页 |
| ·Persuasion Effects of Rhetorical Devices within Aristotle's Modes of Persuasion | 第64-80页 |
| ·Analysis of Appeals to Ethos by Rhetorical Devices in English Advertising | 第65-70页 |
| ·Analysis of Appeals to Pathos by Rhetorical Devices in English Advertising | 第70-74页 |
| ·Analysis of Appeals to Logos by Rhetorical Devices in English Advertising | 第74-80页 |
| Chapter Ⅵ Conclusion | 第80-84页 |
| ·Major Findings | 第80-81页 |
| ·Theoretical and Practical Implications | 第81-83页 |
| ·Limitations and Suggestions | 第83-84页 |
| REFERENCES | 第84-87页 |
| ACKNOWLEDGEMENTS | 第87-88页 |
