| Chapter 1 Introduction | 第1-20页 |
| ·Literature Review: Previous Studies on Advertising Language | 第11-14页 |
| ·Two Basic Advertising Appealing Strategies | 第14-18页 |
| ·The Purpose of This Thesis | 第18-19页 |
| ·Data Collection | 第19-20页 |
| Chapter 2 Rational Persuasion Strategy | 第20-46页 |
| ·Advertising Language Techniques of Rational Persuasion | 第20-31页 |
| ·Approach A: Using Digitized Language | 第20-22页 |
| ·Approach B: Using Scientific and Technical Terms | 第22-26页 |
| ·Approach C: Using the Logical and Complicated Sentences | 第26-31页 |
| ·Advertising Texts Arts of Rational Persuasion | 第31-42页 |
| ·Emphasis of Reason-Why Text on Argumentation | 第31-33页 |
| ·Emphasis of Problem-Solution Text on Solving Problem | 第33-36页 |
| ·Emphasis of Educational Text on Extending Knowledge | 第36-37页 |
| ·Emphasis of Institutional Text on the Statement of Performance | 第37-39页 |
| ·Emphasis of Contrast Text on Contrast | 第39-42页 |
| ·The Aesthetic Style of the Rational Advertising Language | 第42-46页 |
| Chapter 3 Emotional Persuasion Strategy | 第46-75页 |
| ·Advertising Language Techniques of the Emotional Persuasion | 第46-52页 |
| ·Approach A: Using the Lyric Prosy Language Form | 第46-48页 |
| ·Approach B: Using the Poetic Speech Art | 第48-51页 |
| ·Approach C: Using the Sense-Appeal Language Style | 第51-52页 |
| ·Emotional Appealing Advertising Language and Its Empathy Effects | 第52-67页 |
| ·Promoting Consumers to Produce the Sweet Feelings with the Gentle and Fragrant words | 第53-56页 |
| ·Inspiring the Aesthetic Image Produced in Consumers' Minds with the Graceful Language | 第56-58页 |
| ·Inspiring Consumers' Sense of pride with the Special Lexical Means | 第58-60页 |
| ·Moving Consumers with the Humorous Language | 第60-62页 |
| ·Inspiring Consumers' Sense of Fear with the "Minatory Language" | 第62-64页 |
| ·Inspiring Consumers' Interest with the Novel and Particular Language Forms | 第64-67页 |
| ·The Aesthetic Style of the Emotional Advertising Language | 第67-75页 |
| ·Flowery Language Style | 第67-69页 |
| ·The Graceful and Restrained Language Style | 第69-71页 |
| ·The Bold and Unconstrained Language Style | 第71-73页 |
| ·Aphoristic Language Style | 第73-75页 |
| Chapter 4 Combined Appealing Strategy | 第75-85页 |
| ·The Language Art of the Additional Form | 第76-78页 |
| ·The Language Art of the Blending Form | 第78-85页 |
| ·Focus on the Emotions with the Lyrical Descriptions | 第79-80页 |
| ·Focus on the Reasons with the Specific Explanations | 第80-83页 |
| ·The Balanced Expressions and the Explanations | 第83-85页 |
| Conclusion | 第85-89页 |
| Works Cited | 第89页 |
| 攻读硕士学位期间发表的论文 | 第89页 |
