| Abstract in Chinese | 第1-5页 |
| Abstract in English | 第5-7页 |
| 1 Introduction | 第7-11页 |
| ·The Significance of the Study | 第7页 |
| ·Rationale | 第7-8页 |
| ·Data Collection and Research Method | 第8-9页 |
| ·Objectives of the Present Study | 第9页 |
| ·The Rough Structure of the Thesis | 第9-11页 |
| 2 Advertising Psychology and Persuasion | 第11-22页 |
| ·Studies of Advertising Psychology | 第11-14页 |
| ·The Importance of Advertising | 第11-12页 |
| ·Psychology of Advertising | 第12-14页 |
| ·Advertising Psychology and Persuasion | 第14页 |
| ·A General Introduction to Persuasion | 第14-22页 |
| ·Definition of Persuasion | 第15-16页 |
| ·The Relationship Between Persuasion and Rhetoric | 第16-17页 |
| ·The Importance of Persuasion | 第17-19页 |
| ·Goals of Persuasion | 第19-22页 |
| 3 Theoretical Framework | 第22-46页 |
| ·Consumer Perception and Subliminal Persuasive Theory | 第22-29页 |
| ·The Consumer Perception Process | 第22-23页 |
| ·Perceptual Selection | 第23-25页 |
| ·The Application of Subliminal Persuasive Theory | 第25-29页 |
| ·Consumer Learning and Elaboration Likelihood Model | 第29-35页 |
| ·The Consumer Learning Process | 第29-30页 |
| ·The Application of Elaboration Likelihood Model | 第30-35页 |
| ·Consumer Motivation and Expectancy Theory | 第35-40页 |
| ·The Consumer Motivation Process | 第35-37页 |
| ·The Application of Expectancy Theory | 第37-40页 |
| ·Consumer Attitude Change and Cognitive Dissonance Theory | 第40-46页 |
| ·The Consumer Attitude Change process | 第40-41页 |
| ·The Application of Cognitive Dissonance Theory | 第41-46页 |
| 4 Persuasive Strategies in Advertising Communication | 第46-56页 |
| ·Components of Advertising Communication | 第46页 |
| ·The Source and The Audience | 第46-48页 |
| ·Source Credibility | 第46-47页 |
| ·Influence on the Target Audience | 第47-48页 |
| ·Message Strategies | 第48-56页 |
| ·Advertising language and persuasion | 第49页 |
| ·Message Presentation | 第49-52页 |
| ·Advertising Appeals | 第52-56页 |
| 5 Conclusion | 第56-57页 |
| Bibliography | 第57-60页 |
| Acknowledgements | 第60-61页 |
| 攻读学位期间发表的学术论文 | 第61页 |
