| Abstract (Chinese) | 第1-4页 |
| Abstract (English) | 第4-5页 |
| Acknowledgements | 第5-8页 |
| Chapter One | 第8-14页 |
| ·General Description of the Thesis | 第8-11页 |
| ·Research Methodology | 第11-12页 |
| ·Sampling Criteria | 第11-12页 |
| ·Language Data and Data Analysis | 第12页 |
| ·Research Methodology | 第12页 |
| ·Thesis Organization | 第12-14页 |
| Chapter Two Literature Review | 第14-28页 |
| ·Cognitive Consistency Theory | 第14-17页 |
| ·Historical Development of Cognitive Consistency Theory | 第14-16页 |
| ·Description of Cognitive Consistency | 第16-17页 |
| ·Human Purchasing Behaviors and Their Influential Factors | 第17-19页 |
| ·Consumer Decision-Making Process and Advertising | 第19-21页 |
| ·Advertising and Rhetoric | 第21-26页 |
| ·Rhetoric and Persuasion | 第26-28页 |
| Chapter Three Realization of Cognitive Consistency from the Perspective of Rhetoric Devices | 第28-64页 |
| ·Realization of Cognitive Consistency in Slogans of Selected Advertisements | 第28-35页 |
| ·At the Lexical Level | 第30-31页 |
| ·At the Syntactical Level | 第31-35页 |
| ·Imperative Sentences | 第31-32页 |
| ·Fragments and Phrases | 第32-33页 |
| ·Affirmative & Interrogative Clauses | 第33-34页 |
| ·Comparatives | 第34-35页 |
| ·Realization of Cognitive Consistency in English Advertising by Lexical Rhetorical Devices | 第35-51页 |
| ·Simile and Metaphor | 第35-41页 |
| ·Simile | 第35-37页 |
| ·Metaphor | 第37-41页 |
| ·Personification | 第41-44页 |
| ·Hyperbole | 第44-48页 |
| ·Pun | 第48-49页 |
| ·Others | 第49-51页 |
| ·Realization of Cognitive Consistency in English Advertising by Syntactical Rhetorical Device | 第51-60页 |
| ·Repetition and Parallelism | 第51-57页 |
| ·Rhetorical Question | 第57-60页 |
| ·Realization of Cognitive Consistency in English Advertising by Phonological Rhetorical Devices | 第60-64页 |
| ·Alliteration | 第61-62页 |
| ·Rhyme | 第62-64页 |
| Chapter Four Conclusion | 第64-67页 |
| ·Summary of Thesis | 第64-65页 |
| ·Theoretical and Practical Significance of the Thesis | 第65-66页 |
| ·Limitations and Suggestions for Further Research | 第66-67页 |
| Bibliography | 第67-68页 |
