| Acknowledgements | 第5-6页 |
| Abstract | 第6页 |
| 摘要 | 第8-11页 |
| List of Figure and Tables | 第11-12页 |
| List of Abbreviations | 第12-13页 |
| Chapter 1 Introduction | 第13-18页 |
| 1.1 Background of the study | 第13-14页 |
| 1.2 Purpose of the study | 第14-15页 |
| 1.3 Significance of the study | 第15页 |
| 1.4 Focus of the study | 第15-16页 |
| 1.5 Outline of the thesis | 第16页 |
| 1.6 Summary | 第16-18页 |
| Chapter 2 Literature Review | 第18-34页 |
| 2.1 An overview of public service advertisement | 第18-24页 |
| 2.1.1 Definitions and characteristics of advertisement | 第18-21页 |
| 2.1.2 Definitions and characteristics of public service advertisement | 第21-24页 |
| 2.2 Previous studies on Chinese public service advertisement | 第24-27页 |
| 2.3 An overview of rhetoric | 第27-32页 |
| 2.3.1 Definitions of rhetoric | 第28-30页 |
| 2.3.2 Comparisons between traditional rhetoric presented by Aristotle and new rhetoric presented by Burke | 第30-32页 |
| 2.4 Summary | 第32-34页 |
| Chapter 3 Methodology | 第34-40页 |
| 3.1 Rationale of the research: identification theory | 第34-37页 |
| 3.2 Research questions | 第37-38页 |
| 3.3 Research objects | 第38-39页 |
| 3.4 Research methods | 第39页 |
| 3.5 Summary | 第39-40页 |
| Chapter 4 Data Analysis and Discussion | 第40-58页 |
| 4.1 An analysis of persuasive effect of public service advertisements in terms of identification theory | 第40-54页 |
| 4.1.1 An analysis of public service advertisements concerning saving food | 第40-44页 |
| 4.1.2 An analysis of public service advertisements concerning protecting plants | 第44-46页 |
| 4.1.3 An analysis of public service advertisements concerning stoppinguncivilized behaviors | 第46-48页 |
| 4.1.4 An analysis of public service advertisements concerning protecting wildlife | 第48-49页 |
| 4.1.5 An analysis of public service advertisements concerning saving water | 第49-50页 |
| 4.1.6 An analysis of public service advertisements concerning traffic safety | 第50-54页 |
| 4.2 An analysis of wording features of public service advertisements | 第54-57页 |
| 4.3 Summary | 第57-58页 |
| Chapter 5 Conclusion | 第58-62页 |
| 5.1 Major findings of the study | 第58-59页 |
| 5.2 Implications of the study | 第59-60页 |
| 5.3 Limitations of the study | 第60-61页 |
| 5.4 Suggestions for further studies | 第61页 |
| 5.5 Summary | 第61-62页 |
| References | 第62-67页 |
| 附：在读期间发表论文及获奖情况一览表 | 第67页 |
