| Abstract | 第1-6页 |
| 摘要 | 第6-10页 |
| List of Figures and Tables | 第10-11页 |
| Chapter Ⅰ Introduction | 第11-19页 |
| ·General Statement | 第11-12页 |
| ·Rationale for the Present Research | 第12-13页 |
| ·Significance of the Present Research | 第13页 |
| ·Research Questions and Methodology | 第13-18页 |
| ·Data Collection | 第14-15页 |
| ·Research Method | 第15-18页 |
| ·The Organization of the Thesis | 第18-19页 |
| Chapter Ⅱ Literature Review | 第19-26页 |
| ·Overview | 第19页 |
| ·A Brief Introduction to Advertising | 第19页 |
| ·Previous Studies of Advertising Abroad | 第19-21页 |
| ·Previous Studies of Advertising in China | 第21-22页 |
| ·Studies of Advertising from Various Perspectives | 第22-23页 |
| ·Studies of Advertising from the Perspective of Appraisal Theory | 第23-26页 |
| ·Studies of Appraisal Theory | 第23-24页 |
| ·Studies of Advertising from the Perspective of Appraisal Theory | 第24-26页 |
| Chapter Ⅲ Theoretical Framework | 第26-41页 |
| ·Overview | 第26页 |
| ·The Origin of Appraisal Theory | 第26-27页 |
| ·The Basic Framework of Appraisal Theory | 第27-40页 |
| ·Attitude | 第28-36页 |
| ·Affect | 第29-31页 |
| ·Judgment | 第31-34页 |
| ·Appteciation | 第34-36页 |
| ·Overlaps between the Subsystems of Attitude | 第36页 |
| ·Engagement | 第36-39页 |
| ·Monogloss | 第37页 |
| ·Heterogloss | 第37-39页 |
| ·Graduation | 第39-40页 |
| ·The Applications of Appraisal Theory | 第40页 |
| ·Analytical Framework for the Present Research | 第40-41页 |
| Chapter Ⅳ Contrastive Analysis of English Public Service Advertising and Commercial Advertising | 第41-77页 |
| ·Overview | 第41页 |
| ·Contrastive Analysis of Attitude System | 第41-62页 |
| ·Configuration of Affect,Judgment and Appreciation | 第41-44页 |
| ·Contrastive Analysis of Affect in PSAs and CAs | 第44-48页 |
| ·Contrastive Analysis of Judgment in PSAs and CAs | 第48-52页 |
| ·Contrastive Analysis of Appreciation in PSAs and CAs | 第52-62页 |
| ·Contrastive Analysis of Engagement System | 第62-69页 |
| ·Contrastive Analysis of Heterogloss in PSAs and CAs | 第63-69页 |
| ·Disclaim | 第64-66页 |
| ·Proclaim | 第66-67页 |
| ·Entertain | 第67-69页 |
| ·Contrastive Analysis of Graduation System | 第69-73页 |
| ·Discussion | 第73-77页 |
| Chapter Ⅴ Conclusion | 第77-80页 |
| ·Major Findings | 第77-78页 |
| ·Implications of the Present Research | 第78-79页 |
| ·Limitations and Suggestion for Further Study | 第79-80页 |
| Acknowledgements | 第80-81页 |
| References | 第81-84页 |
| Appendix Ⅰ | 第84-92页 |
| Appendix Ⅱ | 第92-103页 |
| 攻读学位期间发表的论文 | 第103页 |
