| Abstract | 第1-6 内容摘要 | 第6-11 Introduction | 第11-14 0.1 Background to the Study | 第11-12 0.2 Significance | 第12-13 0.3 Organization of the Thesis | 第13-14 Chapter One Literature Review | 第14-20 1.1 Literature Review on Ambiguity | 第14-16 1.1.1 Research Abroad | 第14-15 1.1.2 Domestic Research | 第15-16 1.1.3 Pragmatic Perspective | 第16 1.2 Literature Review on Advertising Language | 第16-20 1.2.1 Research Abroad | 第16-18 1.2.2 Domestic Research | 第18-20 Chapter Two Ambiguity and Advertisement | 第20-44 2.1 Definition, Feature and Classification of Ambiguity | 第20-29 2.1.1 Definition of Ambiguity | 第20-21 2.1.2 Differences Between Ambiguity and Vagueness | 第21-22 2.1.3 Classification of ambiguity | 第22-24 2.1.3.1 Ambiguity caused by intonation | 第22 2.1.3.2 Ambiguity caused by stress | 第22-23 2.1.3.3 Ambiguity caused by parts of speech | 第23 2.1.3.4 Liaison and Phonological Ambiguity | 第23-24 2.1.4 Lexical ambiguity | 第24-26 2.1.4.1 Ambiguity caused by Derivation | 第24-25 2.1.4.2 Ambiguity caused by Polysemy | 第25 2.1.4.3 Ambiguity caused by Parts of Speech Conversion | 第25-26 2.1.4.4 Ambiguity Caused by Different Usages between British and American English | 第26 2.1.5 Syntactic ambiguity | 第26-27 2.1.5.1 Unclear modifying relationship | 第26-27 2.1.5.2 Unidentified part of a sentence | 第27 2.1.5.3 Indefinite coordination | 第27 2.1.6 Pragmatic ambiguity | 第27-29 2.2 Definition, Feature and Classification of Advertising | 第29-33 2.2.1 Definition of Advertising | 第29 2.2.2 Ubiquity of Advertising | 第29-30 2.2.3 Classification of Advertising English | 第30-31 2.2.4 Function of Advertising | 第31-32 2.2.5 Language of Advertising English | 第32 2.2.6 Aim of Advertising | 第32-33 2.3 Features of Ambiguity in Advertisement Language | 第33-39 2.3.1 Lexical Ambiguity and Structural Ambiguity in English Advertisement | 第33-36 2.3.2 Ambiguous advertisements with nonsensical initial meaning | 第36-37 2.3.3 Ambiguous advertisement and context | 第37-39 2.4 Functions of Ambiguity in Advertisement | 第39-44 2.4.1 Self-protection | 第39-40 2.4.2 Avoidance of conflicts | 第40 2.4.3 Realization of purposes | 第40-41 2.4.4 Fulfillment of tasks | 第41-42 2.4.5 Rhetoric functions of pragmatic ambiguity in terms of relevance theory | 第42 2.4.6 Achievement of politeness | 第42-44 Chapter Three Theoretical Framework | 第44-54 3.1 Ambiguity and Cooperative Principle | 第44-47 3.1.1 Pragmatic ambiguity and the violation of Quality Maxim | 第44-45 3.1.2 Pragmatic ambiguity and the violation of Quantity Maxim | 第45-46 3.1.3 Pragmatic ambiguity and the violation of Relevance Maxim | 第46 3.1.4 Pragmatic ambiguity and the violation of Manner Maxim | 第46-47 3.2 Ambiguity and Politeness Principle | 第47 3.3 Ambiguity and Speech Act Theory | 第47-51 3.3.1 Pragmatic ambiguity and the three facets of a speech act | 第49-50 3.3.2 Functions of pragmatic ambiguity in terms of speech act theory | 第50-51 3.3.2.1 Realization of purposes | 第50 3.3.2.2 Fulfillment of tasks | 第50-51 3.4 Ambiguity and Relevance theory | 第51-54 3.4.1 The main points of relevance theory | 第51 3.4.2 Pragmatic ambiguity and relevance theory | 第51-54 Chapter Four Pragmatic Analysis of Ambiguity in Advertisement Language | 第54-74 4.1 Analysis of Ambiguity in Commercial Advertisement | 第55-61 4.1.1 Cooperative Principle and Application | 第55-61 4.1.1.1 Linguistic perspective | 第55-56 4.1.1.2 Communicative perspective | 第56-57 4.1.1.3 Psychological perspective | 第57-59 4.1.1.4 Aesthetic perspective | 第59-61 4.2 Advertisers’Intention of Applying Ambiguity in English Advertisement | 第61-72 4.2.1 AIDA | 第62-71 4.2.1.1 Employing negative sentences | 第62 4.2.1.2 Assigning literal meanings | 第62-63 4.2.1.3 Introducing bilingual ambiguity | 第63-64 4.2.1.4 Conveying covert information | 第64-66 4.2.1.5. Winning new buyers without alienating previous buyers | 第66-67 4.2.1.6.C onversational Implicature or Misleading | 第67-71 4.2.1.7. Increasing Interesting | 第71 4.2.2 Ambiguity and euphemism | 第71-72 4.3 Conclusion of Pragmatic Ambiguity in Commercial Advertisement | 第72-74 Chapter Five Conclusions and Recommendations | 第74-77 5.1 Summary of Pragmatic Ambiguity in Advertisement | 第74-75 5.2 Implications for Further Work | 第75 5.3 Limitations and Suggestions | 第75-77 Bibliography | 第77-79 Acknowledgements | 第79-80 Publications | 第80页 |
