| 中文摘要 | 第1-5页 |
| ABSTRACT | 第5-8页 |
| CHAPTER ONE INTRODUCTION | 第8-11页 |
| ·MOTIVATION OF THE STUDY | 第8页 |
| ·RESEARCH ISSUE AND SIGNIFICANCE OF THE RESEARCH | 第8-9页 |
| ·RESEARCH METHODOLOGY AND DATA COLLECTION | 第9-10页 |
| ·STRUCTURE OF THE DISSERTATION | 第10-11页 |
| CHAPTER TWO LITERATURE REVIEW | 第11-20页 |
| ·Introduction to Advertising and Advertising Language | 第11-20页 |
| CHAPTER THREE THEORETICAL BACKGROUND | 第20-28页 |
| ·Definition of the Cooperative Principle | 第20-21页 |
| ·The Maxims Flouting of the CP | 第21-22页 |
| ·Quantitative Study | 第22-23页 |
| ·Conversational Implicature | 第23-25页 |
| ·Conventional Implicature | 第25-26页 |
| ·Implicature in Advertising | 第26-28页 |
| CHAPTER FOUR CASES OF THE FLOUTING OF THE CP IN CHINESE AND AMERICAN ADVERTISING LANGUAGES | 第28-43页 |
| ·QUANTITY MAXIM FLOUTING IN CAAL | 第28-32页 |
| ·QUALITY MAXIM FLOUTING IN CAAL | 第32-36页 |
| ·RELATION MAXIM FLOUTING IN CAAL | 第36-39页 |
| ·MANNER MAXIM FLOUTING IN CAAL | 第39-43页 |
| CHAPTER FIVE REASONS FOR THE DIFFERENCES ON FLOUTING OF THE CP IN CHINESE AND AMERICAN ADVERTISING LANGUAGES | 第43-51页 |
| ·Cultural Factors | 第43-51页 |
| CHAPTER SIX CONCLUSIONS | 第51-53页 |
| ·SUMMARY | 第51-52页 |
| ·LIMITATIONS OF THE STUDY | 第52页 |
| ·SUGGESTIONS FOR FURTHER STUDY | 第52-53页 |
| ACKNOWLEDGEMENTS | 第53-54页 |
| REFERENCES | 第54-57页 |
| APPENDIX I | 第57-65页 |
| APPENDIX II | 第65-67页 |
