| Acknowledgements | 第1-6页 |
| Abstract in English | 第6-7页 |
| Abstract in Chinese | 第7-8页 |
| Table of Contents | 第8-12页 |
| List of Figures and Tables | 第12-13页 |
| Chapter 1 Introduction | 第13-19页 |
| ·Objectives and Research Plan | 第15-16页 |
| ·Scope of the Present Study | 第16-17页 |
| ·Methodology and Data Description | 第17-19页 |
| Chapter 2 A Literature Review of Advertising Discourse Studies | 第19-35页 |
| ·Perception of Advertising | 第19-22页 |
| ·Defining Advertising | 第19-21页 |
| ·Functions of Advertising | 第21-22页 |
| ·Approaches to Advertising Discourse Studies | 第22-32页 |
| ·Stylistic Approach | 第23-24页 |
| ·Systemic-Functional Approach | 第24-26页 |
| ·Pragmatic Approach | 第26-27页 |
| ·Semiotic Approach | 第27-28页 |
| ·Communicative Approach | 第28-30页 |
| ·Rhetorical Approach | 第30-32页 |
| ·A Critical Review of the Above Approaches | 第32-34页 |
| ·Summary | 第34-35页 |
| Chapter 3 The Rhetoricity of Advertising | 第35-43页 |
| ·What is Rhetoric? | 第35-38页 |
| ·The Rhetoricity of Advertising | 第38-41页 |
| ·Advertising: Persuasiveness | 第38页 |
| ·Advertising: Emphasis on the Means to an End | 第38-39页 |
| ·Advertising: Probability | 第39-41页 |
| ·The Rhetorical Situation of Advertising | 第41-42页 |
| ·Summary | 第42-43页 |
| Chapter 4 English Advertising: A Rhetoric of Identification | 第43-86页 |
| ·Defining Identification | 第43-47页 |
| ·Motives for Identification in Advertising | 第47-52页 |
| ·HistoricalChange of Rhetorical Relationship in Advertising | 第48-49页 |
| ·Division between Advertising Subjects | 第49-51页 |
| ·Noise in Advertising Communication | 第51-52页 |
| ·Substances in Advertising Identification | 第52-58页 |
| ·Philosophical Substance: Man (I) | 第52-55页 |
| ·Psychological Substance: Man (II) | 第55-57页 |
| ·Semiotic Substance: Sign | 第57-58页 |
| ·A Rhetorical Model of Advertising Identification | 第58-84页 |
| ·Two-way Identification: Formulation and Reception | 第58-64页 |
| ·Identification in Rhetorical Formulation | 第60-62页 |
| ·Identification in Rhetorical Reception | 第62-64页 |
| ·Two-sided Identification: Content and Form | 第64-79页 |
| ·Identification via Rhetorical Content | 第67-74页 |
| ·Identification via Rhetorical Form | 第74-79页 |
| ·Transference of Identification | 第79-84页 |
| ·Summary: Model of Advertising Identification | 第84-86页 |
| Chapter 5 Advertising Identification via Rhetorical Content | 第86-125页 |
| ·Identification via Argumentation | 第86-102页 |
| ·The Identificational Nature of Argumentation | 第87-89页 |
| ·Identification via Argumentation in Advertising | 第89-102页 |
| ·Data: Shared Starting Points | 第94-96页 |
| ·Warrants: Adherence Movement | 第96-98页 |
| ·Claims: Ultimate Identification | 第98-99页 |
| ·Questioningand Justification:A Reciprocal Process of Identification | 第99-102页 |
| ·Identification via Emotional Appeals | 第102-117页 |
| ·Identification in Needs | 第103-111页 |
| ·Appeal to Safety Needs | 第105-106页 |
| ·Appeal to Social Needs for Love and Belonging | 第106-109页 |
| ·Appeal to Social Need as a Citizen | 第109-110页 |
| ·Appeal to Esteem Needs | 第110-111页 |
| ·Appeal to Self-actualization Needs | 第111页 |
| ·Identification in Values | 第111-115页 |
| ·Identification in Emotional States and Processes | 第115-117页 |
| ·Identification via Ethos Appeals | 第117-123页 |
| ·Identification via Cost and Convenience Considerations | 第123-124页 |
| ·Summary | 第124-125页 |
| Chapter 6 Advertising Identification via Rhetorical Form | 第125-164页 |
| ·Identification via Iconic Form | 第126-135页 |
| ·Iconicity: A Means of Formal Identification | 第126-128页 |
| ·Identification via Sound Iconicity | 第128-130页 |
| ·Identification via Shape Iconicity | 第130-131页 |
| ·Identification via Quality Iconicity | 第131-132页 |
| ·Identification via Sequence Iconicity | 第132-135页 |
| ·Identification via Unconventional Form | 第135-144页 |
| ·Lexical Deviation | 第138-139页 |
| ·Syntactical Deviation | 第139-141页 |
| ·Semantic Deviation | 第141-142页 |
| ·Genre Deviation | 第142-144页 |
| ·Identification via Progressive Form | 第144-150页 |
| ·Identification via Repetitive Form | 第150-152页 |
| ·Identification via Empathetic Form | 第152-159页 |
| ·Personal Pronoun | 第153-156页 |
| ·Speech Act | 第156-159页 |
| ·Identification via Figurative Form | 第159-163页 |
| ·Summary | 第163-164页 |
| Chapter 7 Conclusion | 第164-167页 |
| ·A Brief Summary of the Dissertation | 第164-165页 |
| ·Conclusion of the Study | 第165-166页 |
| ·Limitations and Future Efforts to Be Made | 第166-167页 |
| Bibliography | 第167-178页 |
