声明
Abstract
摘要
Table of Contents
Chapter One Introduction
1.1 The Rationale of the Research
1.2 The Significance of the Research
1.3 Research Methodology
1.4 Organization of Thesis
Chapter Two Literature Review
2.1 A Review of the Study of Advertising Language
2.1.1 Overseas Studies on Advertising Language
2.1.2 Domestic Studies on Advertising Language
2.2 A Brief Survey of Persuasion
2.3 An Overview of Advertising appeals
2.4 Summary
Chapter Three Theoretical Foundation of the Research
3.1 Psychology as a Guide in Process of Persuasion
3.2 Psychological Model---the AIDMA Theory
3.3 Aristotle’s Persuasive Appeals Theory
3.3.1 Ethos(Ethical appeal)
3.3.2 Logos(Rational appeal)
3.3.3 Patho(Emotional appeal)
3.4 Summary
Chapter Four Analysis of Persuasive Strategies in Advertising Language
4.1 An overview of Advertising
4.1.1 The Definition of Advertising and Advertising Language
4.1.2 Features of Advertising
4.1.3 Functions of Advertising
4.2 Persuasive Strategies in AIDMA Theory
4.2.1 Attention-attracting Strategies
4.2.2 Interest-arousing Strategies
4.2.3 Desire-stimulating Strategies
4.2.4 Memory-reinforcing Strategies
4.2.5 Action-taking Strategies
4.2.6 Summary
4.3 Persuasive Strategies in Advertising Appeals
4.3.1 Rational Persuasive Appeal
4.3.2 Emotional Persuasive Appeal
4.3.3 Combined Appealing Appeal
4.3.4 Summary
Chapter Five Conclusion
5.1 Research Findings
5.2 Limitations and Suggestions for Further Studies
References
Acknowledgements