| Acknowledgements | 第1-6页 |
| Part1 Introduction | 第6-8页 |
| Part2 Main Concepts，Theoretical Background and Literature Review | 第8-20页 |
| 2．1 Introductlon to Fuzzyism and Fuzzy Language | 第8-11页 |
| 2．1．1 Introduction to Fuzzyism | 第8-9页 |
| 2．1．2 Introduction to Fuzzy Language | 第9-11页 |
| 2．2 The Fundamental Functions and Trends of Contemporary Commercial Advertising Communication | 第11-14页 |
| 2．2．1 A Few Words about Contemporary Commercial Advertising | 第11页 |
| 2．2．2 The Targeted Functions of Contemporary Commercial Advertising Communication | 第11-13页 |
| 2．2．3 The Emerging Trends of Contemporary Commercial Advertising Communication | 第13-14页 |
| 2．3 Theoretical Background | 第14-18页 |
| 2．3．1 Pragmatics As An Ideal Theoretical Tool | 第14-15页 |
| 2．3．2 Introduction to Gricean Theory of Conversational Implicature | 第15-17页 |
| 2．3．3 Definition and Decoding Formula of Conversational Implicature | 第17-18页 |
| 2．4 Literature Review | 第18-20页 |
| Part3 A Corpus Study and Cases Analysis | 第20-46页 |
| 3．1 Data Source and Classification | 第20-21页 |
| 3．2 Criteria | 第21-23页 |
| 3．2．1 Working Criteria for Distinguishing Fuzzy Language in Contemporary Commercial Advertising Communication | 第21页 |
| 3．2．2 Working Criteria for Distinguishing Violation of Cooperative Principle and Its Maxims | 第21-23页 |
| 3．3 A Corpus Study ＆ Cases Analysis | 第23-46页 |
| 3．3．1 Category 1：Violation of the Maxim of Relevance | 第23-25页 |
| 3．3．1．1 Lifestyle Appeal | 第23-25页 |
| 3．3．1．2 Philosophical Appeal | 第25页 |
| 3．3．2 Category 2：Violation of the Maxim of Quality | 第25-32页 |
| 3．3．2．1 False or misleading content | 第26-27页 |
| 3．3．2．2 Weasel word | 第27-30页 |
| 3．3．2．3 Fuzzy comparison | 第30-32页 |
| 3．3．3 Category 3：Violation of the Maxim of Quantity | 第32-43页 |
| 3．3．3．1 Imapination-Provoking Claim | 第33-37页 |
| 3．3．3．2 Punning | 第37-43页 |
| 3．3．4 Summary | 第43-46页 |
| Part4 Legal Concerns | 第46-53页 |
| 4．1 Chinese Legal Stipulations Regulating the Use of FL in CCAC | 第46-50页 |
| 4．2 Problems and Suggestions | 第50-53页 |
| Part5 Conclusion | 第53-57页 |
| 5．1 Contributions of this Study | 第53-55页 |
| 5．2 Limitations of this Study and Suggestions on Investigable Topics on Future Research | 第55-57页 |
| Appendices | 第57页 |
| AppendixⅠ：Samples used in this paper and their sources | 第57-69页 |
| AppendixⅡ：The Chinese Script of the PRC Laws Cited in This Paper | 第69-71页 |
| Bibliography | 第71-72页 |
