| Acknowledgement | 第1-6页 |
| Abstract (Key Words) | 第6-7页 |
| 中文摘要(关键词) | 第7-8页 |
| Chapter 1 Introduction | 第8-10页 |
| Chapter 2 Literature Review | 第10-19页 |
| ·Development of vagueness | 第10-13页 |
| ·The Definition of Vagueness | 第13-15页 |
| ·Theoretical Background | 第15-19页 |
| ·Pragmatics as an ideal theoretical tool | 第15-16页 |
| ·Gricean Theory of Conversational Implicature | 第16-17页 |
| ·Definition and Decoding of Conversational Implicatures | 第17-19页 |
| Chapter 3 Pragmatic Approach to Vagueness in Advertising and Documentary Analysis | 第19-44页 |
| ·The Targeted Functions of Language in Advertising | 第19-20页 |
| ·Hypothesis of this study | 第20页 |
| ·Documentary analyses | 第20-41页 |
| ·Samples sources and their classification | 第20-41页 |
| ·Category 1: Violation of the Maxim of Relevance | 第21-26页 |
| ·Category 2: Violation of the Maxim of Quality | 第26-32页 |
| ·Category 3: Violation of the Maxim of Quantity | 第32-40页 |
| ·Category 4: Violation of the Maxim of Manner | 第40-41页 |
| ·Summary | 第41-44页 |
| Chapter 4 Pragmatic Functions of Vagueness in Advertising Texts | 第44-50页 |
| ·Positive Roles of vagueness in Advertising | 第44-48页 |
| ·Upgrading Expressiveness of Advertising language | 第45-46页 |
| ·Enhancing the flexibility of Linguistic Communication | 第46-47页 |
| ·Contributing Accuracy to advertising Communication | 第47-48页 |
| ·Negative Role of Vagueness in Advertising | 第48-50页 |
| Chapter 5 Conclusion | 第50-52页 |
| Appendix | 第52-67页 |
| Bibliography | 第67-72页 |
