| Chapter 1 Introduction | 第1-20页 |
| ·Advertising and Advertising Speech | 第9-11页 |
| ·Definition of Advertising | 第9页 |
| ·Classification of Advertising | 第9-10页 |
| ·Definition of Advertising Speech | 第10-11页 |
| ·Survey of Related Studies | 第11-15页 |
| ·Linguistic Approaches | 第11-13页 |
| ·Semiotic Approaches | 第13-14页 |
| ·Communication Approaches | 第14-15页 |
| ·Focus of Present Study | 第15-16页 |
| ·Theoretical Model | 第16-20页 |
| ·Introspection on Politeness Theory | 第16页 |
| ·Brown & Levinson's Face-saving View | 第16-20页 |
| ·Politeness Strategy Theory | 第17-18页 |
| ·Wx Model | 第18-20页 |
| Chapter 2 Classification and Description of Advertising Speech | 第20-40页 |
| ·Agitating Advertising Speech | 第20-23页 |
| ·Features and Forms | 第20-22页 |
| ·Functions | 第22-23页 |
| ·Ingratiating Advertising Speech | 第23-29页 |
| ·Features and Forms | 第23-28页 |
| ·Functions | 第28-29页 |
| ·Deferential Advertising Speech | 第29-35页 |
| ·Features and Forms | 第29-34页 |
| ·Functions | 第34-35页 |
| ·Implicit Advertising Speech | 第35-40页 |
| ·Features and Forms | 第35-39页 |
| ·Functions | 第39-40页 |
| Chapter 3 Statistical Results | 第40-51页 |
| ·Data Collection | 第40-41页 |
| ·Statistical Results | 第41-51页 |
| ·Distribution in General Consumer Advertising | 第41-43页 |
| ·Distribution in Classified Consumer Advertising | 第43-51页 |
| Chapter 4 Analysis of the Politeness Strategy Pattern | 第51-66页 |
| ·Pattern Analysis by Wx Model | 第51-62页 |
| ·General Level of Wx | 第53-54页 |
| ·Extent of FTAs and Typical FTAs in a Culture | 第54-55页 |
| ·Mode of Positive Face Distribution and Extent of Consumer's Face Wants | 第55-56页 |
| ·Cultural Composition of Wx | 第56-62页 |
| ·Pattern Analysis by Classified Products | 第62-66页 |
| Chapter 5 Concluding Remarks | 第66-68页 |
| Acknowledgements | 第68-69页 |
| Bibliography | 第69-74页 |
| Articles Published During MA Study | 第74页 |
