| Abstract | 第1-7页 |
| 摘要 | 第7-12页 |
| Chapter 1 Introduction | 第12-17页 |
| ·Research Background | 第13-14页 |
| ·Research objectives and significance | 第14-15页 |
| ·Research contents and methods | 第15-17页 |
| Chapter 2 Literature Review | 第17-36页 |
| ·Cognitive consistency theory in advertising | 第17-33页 |
| ·Description of cognition | 第18-19页 |
| ·Cognitive consistency theory | 第19-23页 |
| ·Historical development of cognitive consistency theory | 第19-21页 |
| ·Description of Cognitive Consistency Theory | 第21-23页 |
| ·Application of cognitive consistency theory in advertising | 第23-26页 |
| ·Research on female commodity advertising language | 第26-33页 |
| ·Research on female language | 第26-29页 |
| ·Domestic research on female commodity advertising language | 第29-31页 |
| ·Female consuming psychology and behavior characteristics | 第31-33页 |
| ·Reception Aesthetics in advertising | 第33-36页 |
| ·Reception aesthetics | 第33-34页 |
| ·Use of reception aesthetics in advertising | 第34-36页 |
| Chapter 3 Realization of Cognitive Consistency at the Lexical Level | 第36-52页 |
| ·Realization by personal pronouns | 第36-41页 |
| ·First person pronoun | 第36-39页 |
| ·Second person pronoun | 第39-40页 |
| ·Third person pronoun | 第40-41页 |
| ·Realization through negative statements | 第41-43页 |
| ·Negative form with positive meaning | 第41-43页 |
| ·Double negation | 第43页 |
| ·Realization by means of word formation | 第43-46页 |
| ·Derivation | 第44-45页 |
| ·Conversion | 第45-46页 |
| ·Abbreviation | 第46页 |
| ·Realization by using vague language | 第46-52页 |
| ·Vague use of numerals | 第47-48页 |
| ·Vague use of adjectives | 第48-50页 |
| ·Vague use of nouns | 第50-52页 |
| Chapter 4 Realization of Cognitive Consistency at the Syntactical Level | 第52-61页 |
| ·Realization at the phrasal level | 第52-55页 |
| ·Noun phrases | 第52-53页 |
| ·Verb phrases | 第53-55页 |
| ·Realization at the sentential level | 第55-61页 |
| ·Imperative sentences | 第55-56页 |
| ·Interrogative sentences | 第56-61页 |
| ·Realization by rhetorical questions | 第56-58页 |
| ·Realization by question-answer sentences | 第58-61页 |
| Chapter 5 Realization of Cognitive Consistency by Rhetorical Devices | 第61-74页 |
| ·Realization by figures of speech | 第61-69页 |
| ·Simile | 第61-63页 |
| ·Metaphor | 第63-64页 |
| ·Personification | 第64-66页 |
| ·Pun | 第66-67页 |
| ·Hyperbole | 第67-69页 |
| ·Realization by repetition and parallelism | 第69-71页 |
| ·Repetition | 第69-70页 |
| ·Parallelism | 第70-71页 |
| ·Realization by phonetic devices | 第71-74页 |
| ·Alliteration | 第71-72页 |
| ·Rhyme | 第72-74页 |
| Chapter 6 Conclusion | 第74-77页 |
| Bibliography | 第77-80页 |
| Appendix | 第80-81页 |
| Acknowledgements | 第81页 |
