| Chapter 1 Introduction | 第1-11页 |
| 1．1 General Description | 第6-8页 |
| 1．2 Language Data | 第8-9页 |
| 1．3 Research Methodology | 第9页 |
| 1．4 Organization Scheme of the Thesis | 第9-11页 |
| Chapter 2 Literature Review | 第11-31页 |
| 2．1 Pragmatic Politeness in General | 第11-14页 |
| 2．1．1 Politeness in Terms of Principles and Maxims | 第12页 |
| 2．1．2 Politeness in Terms of Face Management | 第12-14页 |
| 2．2 Exploitation of Politeness Strategies | 第14-27页 |
| 2．2．1 Social Distance Control and Politeness Management | 第14-17页 |
| 2．2．2 Bald-on-record Strategy | 第17-19页 |
| 2．2．3 Positive Politeness and Negative Politeness Strategies | 第19-27页 |
| 2．2．3．1 Address Forms | 第19-21页 |
| a． Personal Pronouns | 第19-20页 |
| b． Other Address Forms | 第20-21页 |
| 2．2．3．2 Point-of-view Operations | 第21-24页 |
| a． Time Switch | 第22页 |
| b． Place Switch | 第22-23页 |
| c． Adjustment of Reports to H's Point of View | 第23-24页 |
| 2．2．3．3 Direct Speech Acts and Indirect Speech Acts | 第24-25页 |
| 2．2．3．4 Presupposed Common Ground | 第25-27页 |
| a． Presupposed Knowledge of the Hearer's Wants and Attitudes | 第26页 |
| b． Presupposed Uniformity of Values between Speaker and Hearer | 第26页 |
| c． Presupposed Familiarity in Speaker-Hearer Relationship | 第26-27页 |
| d． Hedges | 第27页 |
| 2．3 Politeness and Culture | 第27-30页 |
| 2．3．1 Modesty | 第27-28页 |
| 2．3．2 Privacy | 第28-29页 |
| 2．3．3 Individualism | 第29-30页 |
| 2．4 Summary | 第30-31页 |
| Chapter 3 Case Analysis: Face Management in Newspaper and Magazine Advertising Language | 第31-61页 |
| 3．1 Exploitation of In-group Identity Markers | 第31-42页 |
| 3．1．1 Person Deictics | 第31-41页 |
| 3．1．1．1 Non-honorifics | 第32-33页 |
| 3．1．1．2 “We”+ “you” Pattern | 第33-37页 |
| a． Exclusive “we” + “you” Pattern | 第33-35页 |
| b． Inclusive “we” Pattern | 第35-37页 |
| 3．1．1．3 Hidden “1”+ “you” | 第37-40页 |
| 3．1．1．4 Point-of-view “flip” | 第40-41页 |
| 3．1．2 Contraction and Ellipsis | 第41-42页 |
| 3．2 Presupposition Manipulations | 第42-60页 |
| 3．2．1 Presupposed Knowledge of the Reader's Wants and Attitudes | 第42-45页 |
| 3．2．1．1 Assertives | 第42-44页 |
| 3．2．1．2 Negative Questions | 第44-45页 |
| 3．2．2 Presupposed Emotional Intimacy with Readership | 第45-54页 |
| 3．2．2．1 Address Forms | 第45-47页 |
| 3．2．2．2 Claim of the Importance of the Reader | 第47-48页 |
| 3．2．2．3 Bald-on-record Strategies | 第48-54页 |
| a． Direct Speech Act: Reminding | 第49-50页 |
| b． Direct Speech Act: Advising | 第50-51页 |
| c． Direct Speech Act: Ordering | 第51-52页 |
| d． Direct Speech Act: Inviting | 第52-54页 |
| 3．2．3 Presupposed Existence of the Reader as Buyer | 第54-55页 |
| 3．2．4 Presupposed Share of Attitudes and Beliefs | 第55-59页 |
| 3．2．4．1 Asking for Reasons | 第56-58页 |
| 3．2．4．2 Claiming In-group Membership | 第58-59页 |
| 3．2．5 Presupposed Cooperation of the Advertiser as Answerer | 第59-60页 |
| 3．3 Summary | 第60-61页 |
| Chapter 4 Conclusion | 第61-64页 |
| 4．1 A General Summary of the Thesis | 第61-62页 |
| 4．2 Possible Theoretical and Practical Significance of the Thesis | 第62-63页 |
| 4．3 Limitations and Suggested Further Research | 第63-64页 |
| Bibliography | 第64-66页 |
