| 论文摘要 | 第1-7页 |
| Abstract | 第7-10页 |
| Preface | 第10-12页 |
| Significance of the Present Research | 第10页 |
| Approaches Adopted in this research | 第10-11页 |
| Structure of this Research | 第11-12页 |
| Chapter I: Literature Review on Advertising English and Relevant Researches | 第12-19页 |
| ·Advertising and Advertising Language | 第12-14页 |
| ·Definition of advertising and its language | 第12-13页 |
| ·Functions and objectives of advertising | 第13-14页 |
| ·Literature Review on Advertising Studies | 第14-19页 |
| ·Semiotic approaches | 第14-16页 |
| ·Linguistic approaches | 第16-17页 |
| ·Communicative approaches | 第17-19页 |
| Chapter II: Persuasive communication in Advertising | 第19-25页 |
| ·The Content of Persuasion | 第19页 |
| ·The Elements of Persuasion | 第19-21页 |
| ·Attitudes and opinions | 第20页 |
| ·Likeability | 第20页 |
| ·Arguments | 第20页 |
| ·Emotions | 第20-21页 |
| ·Convictions | 第21页 |
| ·Psychology as a Guide in Process of Persuasion | 第21-23页 |
| ·Covert Communication as a Link | 第23-25页 |
| Chapter III: Linguistic Realization of Persuasiveness | 第25-32页 |
| ·Lexical Novelty-Neologism | 第25-26页 |
| ·Syntactic Characteristics | 第26-29页 |
| ·Adroit rhetorical Application-Punning | 第29-32页 |
| Chapter IV: Pragmatic Strategies in Advertising (1)- Using deixis | 第32-42页 |
| ·Person Deixis in Adverting English | 第32-38页 |
| ·You-pattern | 第32-34页 |
| ·We/I-pattern | 第34-35页 |
| ·He/She/They/It-pattern | 第35-38页 |
| ·Place Deixis | 第38-40页 |
| ·Time Deixis | 第40-42页 |
| Chapter V:.Pragmatic Strategies in Advertising (2) -Presupposition | 第42-58页 |
| ·The Notion and Two approaches to Presupposition | 第42-43页 |
| ·Presupposition in This Thesis | 第43-44页 |
| ·Classification of Presuppositions in Advertising Language | 第44-55页 |
| ·Fact Presupposition | 第44-47页 |
| ·Belief Presupposition | 第47-50页 |
| ·State Presupposition | 第50-52页 |
| ·Behavior Presupposition | 第52-55页 |
| ·Persuasive Strategies through Presupposition | 第55-58页 |
| ·Presuppostion and Targeting Readers by Need Analysis | 第56页 |
| ·Presupposition and Subjectivity | 第56页 |
| ·Presupposition and Face-problem | 第56-57页 |
| ·Presupposition and Leading Function | 第57-58页 |
| Chapter VI: Pragmatic Strategies in Advertising (3)-Implicature | 第58-72页 |
| ·The notion of Implicture | 第58页 |
| ·Conventional Implicture and Conversational Implicature | 第58-59页 |
| ·Conversational Implicature in Advertising English | 第59-72页 |
| ·Implicatures Generated by Observing Conversational Maxims | 第60-64页 |
| ·Implicatures Generated by Flouting Conversational Maxims | 第64-72页 |
| Chapter VII: Conclusion | 第72-74页 |
| Bibliography | 第74-76页 |
| Acknowledgement | 第76页 |
