| 摘要 | 第1-6页 |
| Abstract | 第6-10页 |
| Chapter 1 Introduction | 第10-16页 |
| ·Introduction of the Study | 第10-11页 |
| ·The Rationale of the Study | 第11-13页 |
| ·Objectives of the Study | 第13页 |
| ·Research Methods and Questions | 第13-14页 |
| ·Scope and Layout of the Study | 第14-16页 |
| Chapter 2 Literature Review and Theoretical Background for the Present Study | 第16-35页 |
| ·On Persuasion | 第17-24页 |
| ·The Denition of Persuasion | 第17-18页 |
| ·The Content of Persuasion | 第18-19页 |
| ·The Element of Persuasion | 第19-21页 |
| ·Psychology as a Guide in Process of Persuasion | 第21-22页 |
| ·Covert Communication as a Link | 第22-24页 |
| ·The Study of Persuasion in Rhetoric | 第24-26页 |
| ·Traditional Rhetoric | 第24-25页 |
| ·Modern Rhetoric | 第25-26页 |
| ·The Study of Persuasion in China | 第26-30页 |
| ·Chinese Zong Heng Shu or Shui in Ancient Times | 第26-28页 |
| ·The Revival of Zong Heng Shu in Modern Times | 第28-30页 |
| ·The Study of Persuasion in Social Phychology | 第30-31页 |
| ·Psychological Theories | 第30-31页 |
| ·Sociological Theories | 第31页 |
| ·Aristotle's Three Appeals | 第31-32页 |
| ·Linguistic Adaptation Theory | 第32-34页 |
| ·Persuasion in the Present Study | 第34-35页 |
| Chapter 3 Methodology | 第35-40页 |
| ·Instrument and Data Collection | 第35-37页 |
| ·The Subjects | 第37页 |
| ·Methodologies | 第37-38页 |
| ·Research Questions | 第38-40页 |
| Chapter 4 Analysis and Discussion | 第40-63页 |
| ·The Persuasive Strategies in Marketing Communication | 第40-50页 |
| ·The Strategies by Means of Pathos | 第40-46页 |
| ·Knowing Your Customer | 第41-43页 |
| ·Dramatizing the Issue | 第43-44页 |
| ·Providing Suggestions | 第44-46页 |
| ·The Strategies by Means of Logos | 第46-47页 |
| ·Appealing to Commen Sense | 第46页 |
| ·Persuading by Degrees | 第46-47页 |
| ·The Strategies by Means of Ethos | 第47-50页 |
| ·Demolishing the Opposition | 第47-49页 |
| ·Evading the Issue | 第49-50页 |
| ·A Description of the Framework | 第50-53页 |
| ·Persuasive Marketing Communication and Adaptation | 第53-63页 |
| ·Adaptation to Physical Envioment | 第53-56页 |
| ·Adaptation to Stretches of Time | 第53-54页 |
| ·Adaptation of the Enviroment of Shpping | 第54页 |
| ·Adaptation of Physical Appearance | 第54-55页 |
| ·Adaptation to Different Sexes | 第55页 |
| ·Adaptation to Different Ages | 第55-56页 |
| ·Adaptation to Social Conventions | 第56-57页 |
| ·Adaptation to the Being Honest and Reliable | 第56页 |
| ·Addressing | 第56-57页 |
| ·The Custom of Figures | 第57页 |
| ·Adaptation to Psychological Motivations | 第57-63页 |
| ·Phychological Motivations | 第58-59页 |
| ·The Need for Pleasing to the Eye | 第59-60页 |
| ·The Need for Fine Quality | 第60页 |
| ·The Motivation of Low Price | 第60-61页 |
| ·The Desire for Esteem | 第61页 |
| ·The Motivation to Follow the Consumption of Popularity | 第61-63页 |
| Chapter 5 Conclusions and Implications | 第63-67页 |
| ·Major Findings and Conclusion | 第63-65页 |
| ·Contributions of the Study | 第65页 |
| ·Limitations | 第65-66页 |
| ·Suggestions for Future Research | 第66-67页 |
| References | 第67-69页 |
| Appendix:Part of the Transcript of the Tape-recording | 第69-75页 |
| Acknowledgements | 第75-76页 |
| Publication | 第76-77页 |
| 研究生履历 | 第77页 |
