| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| INTRODUCTION | 第10-14页 |
| CHAPTER ONE GENERAL INTRODUCTION TO ADVERTISEMENT AND ADVERTISING ENGLISH | 第14-21页 |
| ·DEFINITION OF ADVERTISEMENT AND ADVERTISING ENGLISH | 第15-16页 |
| ·CHARACTERISTICS OF ADVERTISING ENGLISH | 第16-17页 |
| ·FUNCTIONS OF ADVERTISEMENT AND ADVERTISING ENGLISH | 第17-19页 |
| ·CONTRIBUTIONS OF SCHOLARS IN ADVERTISING ENGLISH STUDY | 第19-21页 |
| CHAPTER TWO THE STUDY OF ENTHYMEME | 第21-35页 |
| ·RELATED THEORIES OF ENTHYMEME | 第21-26页 |
| ·Introduction of Rhetoric | 第21-23页 |
| ·Rhetoric of Aristotle | 第23-26页 |
| ·ENTHYMEME OVER THE AGES | 第26-28页 |
| ·BASIC KNOWLEDGE ABOUT ENTHYMEME | 第28-31页 |
| ·Definition of Enthymeme | 第29-31页 |
| ·Basic elements in Enthymeme | 第31页 |
| ·COMPARISON BETWEEN ENTHYMEME AND SYLLOGISM | 第31-35页 |
| CHAPTER THREE ANALYSIS OF ENGLISH ADVERTISEMENTS BY ENTHYMEME | 第35-68页 |
| ·NECESSITY OF RHETORIC AND ENTHYMEME IN ADVERTISEMENT | 第37-38页 |
| ·THREE PERSUASION APPEALS IN ADVERTISEMENT | 第38-48页 |
| ·Ethos in Advertisement | 第39-42页 |
| ·Pathos in Advertisement | 第42-44页 |
| ·Logos in Advertisement | 第44-47页 |
| ·Combinational Application of Three Persuasion Methods in Advertisement | 第47-48页 |
| ·ANALYSIS ON FAMOUS COSMETIC ADVERTISEMENTS | 第48-62页 |
| ·Methodology | 第49-50页 |
| ·Case Study of L’Oréal Corporation | 第50-62页 |
| ·Analysis on Advertisements of Consumer Products | 第51-56页 |
| ·Analysis on Advertisements of Luxury Products | 第56-59页 |
| ·Analysis on Advertisements of Active Products | 第59-62页 |
| ·FUNCTIONS OF ENTHYMEME IN ADVERTISING | 第62-68页 |
| ·Conveying Meanings Efficiently | 第62-63页 |
| ·Raising Accuracy | 第63-64页 |
| ·Making Advertisements Impressive and Persuasive | 第64-65页 |
| ·Making Language Logical | 第65-66页 |
| ·Making Language Aesthetic | 第66-68页 |
| CHAPTER FOUR APPLICATION OF ENTHYMEME IN ENGLISH VERSION OF CHINESE ADVERTISEMENT | 第68-83页 |
| ·SIGNIFICANCE OF WRITING ENGLISH VERSION OF CHINESE ADVERTISEMENT | 第69-72页 |
| ·Globalization of Product and Service Market | 第69-70页 |
| ·Popularization of Chinese Culture | 第70-72页 |
| ·REASONS OF MISREADING IN ADVERTISEMENTS | 第72-76页 |
| ·Problems in English Version of Chinese Advertisement | 第72-73页 |
| ·Differences in Way of Thinking | 第73-74页 |
| ·Differences in Cultural Background | 第74-76页 |
| ·BENEFITS OF PRODUCING ENGLISH ADVERTISEMENT BY ENTHYMEME | 第76-79页 |
| ·Matching the Way of Thinking of Westerners | 第77-78页 |
| ·Avoiding Unnecessary Barriers of Value and Culture | 第78-79页 |
| ·Method of Writing English Advertisement by Enthymeme | 第79-83页 |
| CONCLUSION | 第83-87页 |
| BIBLIOGRAPHY | 第87-91页 |
| ACKNOWLEDGEMENTS | 第91-92页 |
| 在读期间科研成果目录 | 第92页 |
