ABSTRACT | 第1-5页 |
摘要 | 第5-9页 |
Chapter Ⅰ Introduction | 第9-13页 |
·Research Background | 第9-10页 |
·Significance and Purposes of the Study | 第10-11页 |
·Structure of the Thesis | 第11-13页 |
Chapter Ⅱ Literature Review | 第13-24页 |
·Definitions of Key Terms | 第13-17页 |
·Definitions of Advertising and Advertising Language | 第13-16页 |
·Definition of Rhetorical Device | 第16-17页 |
·Research Approaches to the Study of Advertising Language | 第17-22页 |
·Pragmatic Approach to the Study of Advertising Language | 第17-19页 |
·Stylistic Approach to the Study of Advertising Language | 第19-20页 |
·Semiotic Approach to the Study of Advertising Language | 第20-21页 |
·Review of the Above Approaches | 第21-22页 |
·Previous Studies on Aristotle's Rhetorical Theory | 第22-24页 |
Chapter Ⅲ Theoretical Framework:Aristotle's Rhetorical Theory | 第24-32页 |
·Introduction to Aristotle and His Rhetorical Theory | 第24-26页 |
·Style as a Linguistic Decorum in Aristotle's Rhetorical Theory | 第26-27页 |
·Three Modes of Persuasion of Aristotle's Rhetorical Theory | 第27-32页 |
·Ethos | 第28-29页 |
·Pathos | 第29-30页 |
·Logos | 第30-32页 |
Chapter Ⅳ Research Methodology | 第32-36页 |
·Research Questions | 第33-34页 |
·Research Design | 第34页 |
·Data Collection and Description | 第34-36页 |
Chapter Ⅴ Application of Aristotle's Rhetorical Theory to the Study ofRhetorical Devices in English Advertising | 第36-80页 |
·Rhetorical Devices Used in English Advertising | 第36-51页 |
·Semantic Rhetorical Devices in English Advertising | 第36-46页 |
·Phonetic Rhetorical Devices in English Advertising | 第46-48页 |
·Syntactic Rhetorical Devices in English Advertising | 第48-51页 |
·Aesthetic Effects Produced by Rhetorical Devices in Light of Aristotle's Rhetorical Theory on Style | 第51-64页 |
·Aesthetic of Structural Form | 第51-56页 |
·Aesthetic of Rhythm | 第56-61页 |
·Aesthetic of Connotation | 第61-64页 |
·Summary of Aesthetic Effects of Rhetorical Devices in Advertising Language | 第64页 |
·Persuasion Effects of Rhetorical Devices within Aristotle's Modes of Persuasion | 第64-80页 |
·Analysis of Appeals to Ethos by Rhetorical Devices in English Advertising | 第65-70页 |
·Analysis of Appeals to Pathos by Rhetorical Devices in English Advertising | 第70-74页 |
·Analysis of Appeals to Logos by Rhetorical Devices in English Advertising | 第74-80页 |
Chapter Ⅵ Conclusion | 第80-84页 |
·Major Findings | 第80-81页 |
·Theoretical and Practical Implications | 第81-83页 |
·Limitations and Suggestions | 第83-84页 |
REFERENCES | 第84-87页 |
ACKNOWLEDGEMENTS | 第87-88页 |