| Acknowledgements | 第5-6页 |
| 摘要 | 第6-8页 |
| Abstract | 第8-10页 |
| Chapter 1 Introduction | 第14-21页 |
| 1.1 Background of the Study | 第14-16页 |
| 1.2 Research Significance | 第16-17页 |
| 1.3 Research Purpose and Research Questions | 第17-18页 |
| 1.4 Research Methodology and Data Collection | 第18-19页 |
| 1.5 Organization of the Thesis | 第19-21页 |
| Chapter 2 Literature Review | 第21-29页 |
| 2.1 Previous Studies on Public Speech | 第21-27页 |
| 2.1.1 Public Speech Abroad | 第21-23页 |
| 2.1.2 Public Speech in China | 第23-27页 |
| 2.2 Present Study on Jack Ma's Public Speech | 第27-29页 |
| Chapter 3 Theoretical Background | 第29-41页 |
| 3.1 A Brief Introduction to Western Rhetoric | 第29-33页 |
| 3.1.1 Brief Survey of the History of Rhetoric | 第29-31页 |
| 3.1.2 Definition of Rhetoric | 第31-33页 |
| 3.2 Aristotle's Principles of Persuasion | 第33-37页 |
| 3.2.1 Logos:the Logic of Sound Arguments | 第33-34页 |
| 3.2.2 Pathos:the Psychology of Emotion | 第34-35页 |
| 3.2.3 Ethos: the Sociology of Good Character | 第35-37页 |
| 3.3 Identification | 第37-39页 |
| 3.3.1 Identification by Sympathy | 第38-39页 |
| 3.3.2 Identification by Antithesis | 第39页 |
| 3.3.3 Identification by Inaccuracy | 第39页 |
| 3.4 Persuasion and Identification | 第39-41页 |
| Chapter 4 Resistance in Jack Ma's Persuasion | 第41-49页 |
| 4.1 Definition of Resistance | 第41-42页 |
| 4.2 Resistance from Audience's Attitude | 第42-44页 |
| 4.2.1 Chinese Merchant as Incredible | 第42-44页 |
| 4.2.2 Chinese E-commerce as a Threat | 第44页 |
| 4.3 Resistance from Unreliability in Rhetor's Ethos | 第44-48页 |
| 4.3.1 Non-proficiency in Technology | 第45-46页 |
| 4.3.2 Decision Failure in Business | 第46页 |
| 4.3.3 Insufficiency in Anti-counterfeit | 第46-48页 |
| 4.4 Resistance from Cultural Difference | 第48-49页 |
| Chapter 5 Analysis of Jack Ma's Rhetorical Strategies to Reduce Resistance | 第49-78页 |
| 5.1 Strategies to Change Audience's Attitude | 第49-61页 |
| 5.1.1 Appeal to Friendship | 第50-52页 |
| 5.1.2 Appeal to Achievement and Success | 第52-53页 |
| 5.1.3 Appeal to Change | 第53-54页 |
| 5.1.4 Appeal to Efficiency | 第54页 |
| 5.1.5 Appeal to Safety Need and Esteem need | 第54-56页 |
| 5.1.6 Appeal to Fear | 第56-58页 |
| 5.1.7 Appeal to Inaccuracy | 第58-61页 |
| 5.2 Strategies to Construct Ethos | 第61-73页 |
| 5.2.1 Appeal to Self-criticism | 第61-65页 |
| 5.2.2 Appeal to Entrepreneurship | 第65-66页 |
| 5.2.3 Appeal to Passion | 第66-67页 |
| 5.2.4 Appeal to Sincerity | 第67-70页 |
| 5.2.5 Appeal to Respect | 第70-72页 |
| 5.2.6 Appeal to Authority | 第72-73页 |
| 5.3 Strategies to Eliminate Cultural Differences | 第73-78页 |
| 5.3.1 Appeal to Statistics | 第73-75页 |
| 5.3.2 Appeal to Narrative | 第75-76页 |
| 5.3.3 Appeal to Rhetorical Figure | 第76-78页 |
| Chapter 6 Conclusion | 第78-81页 |
| 6.1 Major Findings | 第78-79页 |
| 6.2 Implications | 第79-80页 |
| 6.3 Limitations and Suggestions | 第80-81页 |
| Bibliography | 第81-86页 |
| Papers Published During the Study for M. A. Degree | 第86页 |
