| Abstract | 第4-5页 |
| 摘要 | 第6-9页 |
| Chapter One Introduction | 第9-12页 |
| 1.1 Research Background | 第9-10页 |
| 1.2 Purpose and Research Questions of the Study | 第10页 |
| 1.3 Research Methodology | 第10-11页 |
| 1.4 Organization of the Thesis | 第11-12页 |
| Chapter Two Literature Review | 第12-26页 |
| 2.1 Features and Classification of Rhetorical Devices in Cosmetic Ads | 第12-20页 |
| 2.1.1 Features of Rhetorical Devices in Cosmetic Ads | 第12页 |
| 2.1.2 Classification of Rhetorical Devices in Cosmetic Ads | 第12-20页 |
| 2.2 Approaches to Research on Advertising Language | 第20-22页 |
| 2.2.1 Stylistic Approach | 第20页 |
| 2.2.2 Systemic Functional Approach | 第20-21页 |
| 2.2.3 Pragmatic Approach | 第21页 |
| 2.2.4 Cognitive Approach | 第21-22页 |
| 2.3 Previous Studies on Rhetorical Devices in Ads | 第22-24页 |
| 2.3.1 Traditional Linguistic Approach | 第22-23页 |
| 2.3.2 Cognitive Linguistic Approach | 第23-24页 |
| 2.4 Comment on Previous Study | 第24-26页 |
| Chapter Three Theoretical Framework | 第26-34页 |
| 3.1 Introduction | 第26页 |
| 3.2 Origin and Definition of Construal Theory | 第26-28页 |
| 3.3 Dimensions of Construal | 第28-31页 |
| 3.4 Feasibility of Applying Construal Theory to Account of Rhetorical Devices in Cosmetic Ads | 第31-32页 |
| 3.5 Summary | 第32-34页 |
| Chapter Four Construal-based Account of Rhetorical Devices in Cosmetic Ads | 第34-48页 |
| 4.1 Introduction | 第34页 |
| 4.2 Focusing-based Account of Rhetorical Devices | 第34-38页 |
| 4.2.1 Focusing-based Account of Parody | 第34-37页 |
| 4.2.2 Focusing-based Account of Pun | 第37-38页 |
| 4.3 Prominence-based Account of Rhetorical Devices | 第38-42页 |
| 4.3.1 Prominence-based Account of Metaphor | 第39-41页 |
| 4.3.2 Prominence-based Account of Hyperbole | 第41-42页 |
| 4.4 Perspective-based Account of Rhetorical Devices | 第42-44页 |
| 4.5 Specificity-based Account of Rhetorical Devices | 第44-47页 |
| 4.5.1 Specificity-based Account of Parallelism | 第44-46页 |
| 4.5.2 Specificity-based Account of Repetition | 第46-47页 |
| 4.6 Summary | 第47-48页 |
| Chapter Five Conclusion | 第48-50页 |
| 5.1 Major Findings of This Study | 第48页 |
| 5.2 Implication and Application of This Study | 第48-49页 |
| 5.3 Limitation of This Study and Prospects for Future Research | 第49-50页 |
| Bibliography | 第50-56页 |
| Acknowledgements | 第56-57页 |
| Publication | 第57页 |
