| ACKNOWLEDGEMENTS | 第1-6页 |
| ABSTRACT | 第6-8页 |
| 摘要 | 第8-9页 |
| CONTENTS | 第9-11页 |
| LIST OF ABBREVIATIONS | 第11-12页 |
| LIST OF FIGURES | 第12-13页 |
| CHAPTER ONE INTRODUCTION | 第13-19页 |
| ·Research background and rationale of the study | 第13-15页 |
| ·The significance of the study | 第15-16页 |
| ·Research questions | 第16页 |
| ·Methodology and data collection | 第16-17页 |
| ·The structure of the thesis | 第17-19页 |
| CHAPTER TWO LITERATURE REVIEW | 第19-33页 |
| ·Previous study of advertising | 第19-25页 |
| ·Definition and functions of advertising | 第19-21页 |
| ·Study of advertising abroad | 第21-23页 |
| ·Study of advertising at home | 第23-25页 |
| ·A general survey of pragmatic failure | 第25-29页 |
| ·Definition and classification of pragmatic failure | 第25-27页 |
| ·Previous study of pragmatic failure | 第27-29页 |
| ·Inadequacy of previous studies | 第29-33页 |
| CHAPTER THREE THEORETICAL FRAM-EWORK | 第33-41页 |
| ·Criteria of pragmatic failure judgement | 第33-34页 |
| ·Key notions of Adaptation Theory | 第34-37页 |
| ·The notion of communicative context | 第37-39页 |
| ·Framework for the current study | 第39-41页 |
| CHAPTER FOUR DATA ANALYSIS AND DISCUSSION | 第41-67页 |
| ·The quantitative analysis of the data | 第41页 |
| ·The qualitative analysis of the data | 第41-65页 |
| ·Failure in adapting to the communicative context | 第42-57页 |
| ·Failure in adapting to linguistic structure | 第57-65页 |
| ·Summary | 第65-67页 |
| CHAPTER FIVE RESEARCH FINDINGS AND CONSTRUCTIVE SOLUTIONS | 第67-79页 |
| ·Tentative strategies to reduce or avoid pragmatic failures | 第67-72页 |
| ·Catering to foreigner's purchasing psychology | 第68-70页 |
| ·Recreating to culture shock relief | 第70-71页 |
| ·Conforming to westerners' thinking pattern | 第71-72页 |
| ·Enlightenment of pragmatic failures to BE teaching | 第72-79页 |
| ·Cultivating students' business cultural awareness through culture teaching | 第73-75页 |
| ·Improving students' business pragmatic competence | 第75-79页 |
| CHAPTER SIX CONCLUSION | 第79-83页 |
| ·Summary of the study | 第79-80页 |
| ·Limitations of the study | 第80-81页 |
| ·Suggestions for further study | 第81-83页 |
| REFERENCES | 第83-88页 |
