| Abstract | 第3-4页 |
| 摘要 | 第5-10页 |
| Chapter 1 Introduction | 第10-14页 |
| 1.1 Research Background | 第10-11页 |
| 1.2 Significance of the Present Study | 第11-12页 |
| 1.3 Research Methods | 第12-13页 |
| 1.4 Outline of the Present Study | 第13-14页 |
| Chapter 2 Literature Review | 第14-30页 |
| 2.1 A General Review of Neo-Gricean Pragmatic Theories | 第14-22页 |
| 2.1.1 Conversational Implicature and Grice's Cooperative Principle | 第14-17页 |
| 2.1.2 Neo-Gricean Pragmatic Theories | 第17-21页 |
| 2.1.3 Summary | 第21-22页 |
| 2.2 A General Review of Advertising Language | 第22-30页 |
| 2.2.1 Advertising and Advertising Language | 第22-23页 |
| 2.2.2 Ethic Approach to Advertising Language | 第23-24页 |
| 2.2.3 Semiotic Approach to Advertising Language | 第24-25页 |
| 2.2.4 Linguistic Approach to Advertising Language | 第25-28页 |
| 2.2.5 Sociological Approach to Advertising Language | 第28页 |
| 2.2.6 Summary | 第28-30页 |
| Chapter 3 Pragmatic Study of Advertising Language: a Neo-Gricean Perspective | 第30-53页 |
| 3.1 Q-principle and Advertising Language | 第30-36页 |
| 3.1.1 Horn Scale in Advertising Language | 第30-34页 |
| 3.1.2 Horn Scale and False Advertising | 第34-36页 |
| 3.2 I-principle and Advertising Language | 第36-44页 |
| 3.2.1 Cultural Implicature | 第37-41页 |
| 3.2.2 Structural Implicature | 第41-43页 |
| 3.2.3 Rhetoric Implicature | 第43-44页 |
| 3.3 M-principle and Advertising Language | 第44-51页 |
| 3.3.1 Markedness and Advertising Language | 第45-47页 |
| 3.3.2 Marked Implicature in Advertising Language | 第47-51页 |
| 3.4 Summary | 第51-53页 |
| Chapter 4 Analysis of Consumers' Perception of Advertising Language | 第53-65页 |
| 4.1 Research Questions | 第53页 |
| 4.2 Participants and Questionnaire Design | 第53-55页 |
| 4.2.1 Participants | 第53-54页 |
| 4.2.2 Questionnaire Design | 第54-55页 |
| 4.3 Results and Discussion | 第55-63页 |
| 4.3.1 Analysis of Consumers' Perception of Scalar Implicature | 第55-60页 |
| 4.3.2 Analysis of Consumers' Perception of I-implicature | 第60-62页 |
| 4.3.3 Analysis of Consumers' Perception of M-implicature | 第62-63页 |
| 4.4 Summary | 第63-65页 |
| Chapter 5 Conclusion | 第65-68页 |
| 5.1 Major Findings of the Present Study | 第65-66页 |
| 5.2 Implications of the Study | 第66-67页 |
| 5.3 Limitations | 第67-68页 |
| Bibliography | 第68-71页 |
| Appendix Ⅰ- Questionnaire survey | 第71-77页 |
| Appendix Ⅱ- Linguistic data of advertisements | 第77-81页 |
| Acknowledgements | 第81页 |
