| Acknowledgements | 第1-6页 |
| 摘要 | 第6-7页 |
| Abstract | 第7-11页 |
| Chapter 1 Introduction | 第11-15页 |
| ·Research Background | 第11-12页 |
| ·Purpose and Significance of the Study | 第12-13页 |
| ·Data Collection and Research Procedure | 第13-14页 |
| ·Structure of the Thesis | 第14-15页 |
| Chapter 2 Literature Review | 第15-26页 |
| ·A Brief Introduction to Advertising | 第15-18页 |
| ·Definition and Classification of Advertising | 第15-16页 |
| ·Function and Objective of Advertising | 第16-18页 |
| ·A Brief Introduction to Western Rhetoric | 第18-21页 |
| ·Definition of Western Rhetoric | 第18-20页 |
| ·Applicability of Rhetorical Theories to Analysis of Advertising | 第20-21页 |
| ·Previous Studies on Rhetoric and Advertising | 第21-26页 |
| ·Previous Studies at Home | 第21-23页 |
| ·Previous Studies Abroad | 第23-26页 |
| Chapter 3 Theoretical Framework:Persuasive Mechanism | 第26-32页 |
| ·Ethos | 第26-28页 |
| ·Pathos | 第28-29页 |
| ·Logos | 第29-32页 |
| Chapter 4 Persuasive Mechanism Used in English Commercial Advertisements in 2009American Business Week | 第32-66页 |
| ·The Distirbution of Persuasive Mechanism Used in the Collected Data and PossibleReasons | 第32-34页 |
| ·Persuasion with Ethos | 第34-42页 |
| ·Good Sense | 第34-38页 |
| ·Good Moral Character | 第38-40页 |
| ·Good will | 第40-42页 |
| ·Persuasion with Pathos | 第42-58页 |
| ·Shared Value | 第43-45页 |
| ·Figures of Speech | 第45-56页 |
| ·Personal Pronouns | 第56-58页 |
| ·Persuasion with Logos | 第58-66页 |
| ·Enthymemes | 第58-60页 |
| ·Examples | 第60-61页 |
| ·Statistical Data | 第61-63页 |
| ·Scientific and Technical Terms | 第63-64页 |
| ·Problem-Solution Texts | 第64-66页 |
| Chapter 5 Conclusion | 第66-68页 |
| ·Major Findings | 第66-67页 |
| ·Limitations and Suggestions for Further Studies | 第67-68页 |
| Bibliography | 第68-71页 |
| Papers Published During the Study for M.A.Degree | 第71页 |
