| 中文摘要 | 第1-4页 |
| Abstract | 第4-7页 |
| Chapter 1 Introduction | 第7-10页 |
| ·Purpose and Significance of the Present Study | 第7页 |
| ·Structure of the Thesis | 第7-8页 |
| ·Research Methodology and Data Collection | 第8-10页 |
| Chapter 2 Literature Review | 第10-17页 |
| ·A Brief Survey of Advertising | 第10-11页 |
| ·Definition and Classifications of Advertising | 第10-11页 |
| ·Functions and Objectives of Advertising | 第11页 |
| ·An Overview of Western Rhetoric | 第11-14页 |
| ·Definition and Usefulness of Western Rhetoric | 第11-12页 |
| ·Differences between Western Rhetoric and Chinese Rhetoric | 第12-13页 |
| ·Applicability of Rhetorical Theories to the Analysis of Advertising Text | 第13-14页 |
| ·A Brief Review of Advertising Language and Rhetoric Study | 第14-17页 |
| Chapter 3 Rhetorical Analysis of Persuasive Means in Advertising Language | 第17-48页 |
| ·Rhetorical Situation of Advertising | 第17-18页 |
| ·Persuasive Means of Improving Adman’s Image | 第18-21页 |
| ·Appeal to Competence | 第19-20页 |
| ·Appeal to Trustworthiness | 第20-21页 |
| ·Appeal to Goodwill | 第21页 |
| ·Persuasive Means of Developing Subject-matter | 第21-38页 |
| ·Appeal to Reason | 第22-29页 |
| ·Appeal to Emotion | 第29-38页 |
| ·Persuasive Means of Adapting to Ad Readers | 第38-47页 |
| ·Appeal to Ad Readers’Need Psychology | 第39-43页 |
| ·Appeal to Ad Readers’Value | 第43-46页 |
| ·Appeal to Empathy | 第46-47页 |
| ·Summary | 第47-48页 |
| Chapter 4 Conclusion | 第48-50页 |
| ·A Brief Summary of the Thesis | 第48页 |
| ·Findings of the Present Study | 第48-49页 |
| ·Limitations and Suggestions for Further Research | 第49-50页 |
| Bibliography | 第50-52页 |
| Publications during the Postgraduate Program | 第52-53页 |
| Acknowledgements | 第53-54页 |
