| Abstract | 第2-4页 |
| 摘要 | 第5-10页 |
| Chapter Ⅰ Introduction | 第10-16页 |
| 1.1 Background of the Study | 第10-11页 |
| 1.2 Significance and Purpose of the Study | 第11-12页 |
| 1.3 Research Methodology | 第12-14页 |
| 1.3.1 Research Questions | 第13页 |
| 1.3.2 Research Design | 第13-14页 |
| 1.3.3 Data Collection | 第14页 |
| 1.4 Structure of the Thesis | 第14-16页 |
| Chapter Ⅱ Literature Review | 第16-25页 |
| 2.1 Definitions of Key Terms | 第16-20页 |
| 2.1.1 Advertising | 第16-17页 |
| 2.1.2 Rhetorical Devices | 第17-18页 |
| 2.1.3 Culture and Cross-Cultural Communication | 第18-20页 |
| 2.2 Classifications of Advertising | 第20-21页 |
| 2.3 Components of Advertising Communication | 第21-22页 |
| 2.4 Previous Studies on Advertisements from a Cross-Cultural Perspective | 第22-25页 |
| 2.4.1 Previous Studies at Home | 第22-23页 |
| 2.4.2 Previous Studies at Abroad | 第23-25页 |
| Chapter Ⅲ Theoretical Framework | 第25-31页 |
| 3.1 Introduction to Aristotle and Aristotle's Rhetorical Theory | 第25-26页 |
| 3.2 Three Modes of Persuasion of Aristotle's Rhetorical Theory | 第26-31页 |
| 3.2.1 Ethos | 第27-28页 |
| 3.2.2 Pathos | 第28-29页 |
| 3.2.3 Logos | 第29-31页 |
| Chapter Ⅳ Application of Aristotle's Rhetorical Theory to the Study ofRhetorical Devices in English Advertisements from a Cross-CulturalPerspective | 第31-71页 |
| 4.1 Rhetorical Devices Used in English Advertisements | 第31-47页 |
| 4.1.1 Lexical Rhetorical Devices in English Advertisements | 第31-38页 |
| 4.1.2 Syntactic Rhetorical Devices in English Advertisements | 第38-43页 |
| 4.1.3 Phonetic Rhetorical Devices in English Advertisements | 第43-47页 |
| 4.2 Persuasion Effects of Rhetorical Devices within Aristotle's Modes of Persuasion | 第47-56页 |
| 4.2.1 Analysis of Appeals to Ethos by Rhetorical Devices in EnglishAdvertisements | 第47-50页 |
| 4.2.2 Analysis of Appeals to Pathos by Rhetorical Devices in EnglishAdvertisements | 第50-53页 |
| 4.2.3 Analysis of Appeals to Logos by Rhetorical Devices in EnglishAdvertisements | 第53-56页 |
| 4.2.4 Summary | 第56页 |
| 4.3 Analysis in English Advertisements from a Cross-Cultural Perspective | 第56-71页 |
| 4.3.1 Analysis of Successful Cases of English Advertisements | 第57-64页 |
| 4.3.2 Analysis of Unsuccessful Cases of English Advertisements | 第64-68页 |
| 4.3.3 Improvement Approaches | 第68-70页 |
| 4.3.4 Summary | 第70-71页 |
| Chapter Ⅴ Conclusion | 第71-75页 |
| 5.1 Major Findings of the Study | 第71-72页 |
| 5.2 Theoretical and Practical Implications | 第72-74页 |
| 5.3 Limitations and Suggestions for Future Study | 第74-75页 |
| References | 第75-78页 |
| Acknowledgements | 第78-79页 |
