| 摘要 | 第1-4页 |
| Abstract | 第4-7页 |
| Chapter I Introduction | 第7-11页 |
| ·A n Introduction to the Structure of the Thesis | 第7-8页 |
| ·T he Significance of This Study | 第8-9页 |
| ·T he Methods Applied in the Research | 第9-11页 |
| Chapter II Literature Review | 第11-23页 |
| ·Review of Literature on Advertising | 第11-17页 |
| ·Definition of Advertising | 第11-12页 |
| ·Classification of Advertising | 第12-14页 |
| ·Feature of Advertising | 第14-15页 |
| ·Purpose of Advertising | 第15页 |
| ·Function of Advertising | 第15-16页 |
| ·Formation of Advertising | 第16-17页 |
| ·Review of Literature on Advertising Language | 第17-23页 |
| ·Stylistic Approach | 第17-18页 |
| ·Discourse Analysis | 第18页 |
| ·Semiotic Approach | 第18页 |
| ·Sociolinguistic Approach | 第18-20页 |
| ·Pragmatic Approach | 第20-23页 |
| ·Presupposition-theoretic Approach | 第20页 |
| ·Relevance-theoretic Approach | 第20-23页 |
| Chapter III Two Hypotheses | 第23-61页 |
| ·First Hypothesis | 第23-50页 |
| ·Speech Act Theory | 第23-29页 |
| ·Speech Act Theory | 第23-26页 |
| ·Speech Act Theory in Advertising | 第26-29页 |
| ·CP and Conversational Implicature | 第29-42页 |
| ·CP and Conversational Implicature | 第29-30页 |
| ·CP and Conversational Implicature in Advertising | 第30-42页 |
| ·Politeness Principle | 第42-48页 |
| ·Politeness Principle | 第42-43页 |
| ·Politeness Principle in Advertising | 第43-48页 |
| ·Relevance Theory | 第48-50页 |
| ·Second Hypothesis | 第50-61页 |
| ·The Second Hypothesis | 第50-51页 |
| ·The Analysis of the Second Hypothesis | 第51-61页 |
| Chapter IV Motives for the Application of Pragmatic Approaches | 第61-69页 |
| ·Motives for the Combination of Conversational Implicature and Politeness Principle | 第61-63页 |
| ·Motives for the Combination of Indirect Speech Act and Politeness Principle. | 第63-65页 |
| ·Motives for the Combination of Indirect Speech Act and Conversational Implicature | 第65-69页 |
| Chapter V Pragmatic Approaches and Rhetoric in Ads | 第69-77页 |
| ·Personification | 第69-71页 |
| ·Hyperbole | 第71页 |
| ·Analogy | 第71-72页 |
| ·Repetition | 第72-73页 |
| ·Pun | 第73-74页 |
| ·Parallelism | 第74-77页 |
| Chapter VI Conclusion | 第77-79页 |
| Acknowledgements | 第79-81页 |
| Bibliography | 第81-85页 |
| Publications | 第85-87页 |
| Appendix | 第87-91页 |
