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广告英语中的模糊表达及其潜在欺骗性

Abstract第7-9页
摘要第10-12页
Introduction第12-15页
Chapter 1 Literature Review第15-25页
    1.1 Linguistic Perspective第15-18页
    1.2 Other Perspectives第18-19页
    1.3 Advertising English第19-25页
        1.3.1 Definition of Advertising第19-21页
        1.3.2 Definition of Advertising Language第21-22页
        1.3.3 The Features of Advertising Language第22-25页
            1.3.3.1 Intentionality第22-23页
            1.3.3.2 Attractiveness第23页
            1.3.3.3 Expressiveness第23-24页
            1.3.3.4 Simplicity第24-25页
Chapter 2 Theoretical Framework and Research Methodology第25-34页
    2.1 Fuzziness Theory第25-30页
        2.1.1 The Definition of Fuzziness第26-28页
        2.1.2 Three Different Concepts第28-30页
            2.1.2.1 Ambiguity第28-29页
            2.1.2.2 Generality第29页
            2.1.2.3 Probability第29-30页
    2.2 The Misuse of the Concept of Fuzziness第30-32页
    2.3 Research Methodology第32-34页
Chapter 3 The Linguistic Realizations of Fuzziness in Advertising English第34-55页
    3.1 The Positive Roles of Fuzziness in Advertising第34-37页
        3.1.1 Conveying Meanings Efficiently第34页
        3.1.2 Improving Accuracy第34-35页
        3.1.3 Making Advertisements Impressive and Persuasive第35-36页
        3.1.4 Making Advertisements Aesthetic第36-37页
    3.2 Lexico-grammatical Realizations第37-50页
        3.2.1 Hedges第38-41页
            3.2.1.1 Fluctuant Hedges第39-40页
            3.2.1.2 Softening Hedges第40-41页
                3.2.1.2.1 Direct Softening Hedges第40页
                3.2.1.2.2 Indirect Softening Hedges第40-41页
        3.2.2 Non-numerical Fuzzy Quantifiers第41-42页
        3.2.3 Descriptive Adjectives第42-43页
        3.2.4 Comparatives and Superlatives第43-44页
        3.2.5 Frequency Words第44-45页
        3.2.6 Other Fuzzy Words Frequently Used in Advertising English第45-46页
        3.2.7 Phrase Conversion第46-50页
            3.2.7.1 Nominalization第46-48页
            3.2.7.2 Adjectivalization第48-49页
            3.2.7.3 Verbalization第49-50页
    3.3 Fuzzy Rhetoric in Advertising English第50-55页
        3.3.1 Pun第50-52页
        3.3.2 Simile第52页
        3.3.3 Hyperbole第52-53页
        3.3.4 Metaphor第53-54页
        3.3.5 Summary第54-55页
Chapter 4 Deceptivity of Fuzzy Expressions in Advertising English第55-61页
    4.1 Deceptivity of Common Types of Fuzzy Expressions in Advertising English第55-59页
        4.1.1 "We are Different and Unique" Claim第56页
        4.1.2 Comparatives第56-57页
        4.1.3 "-able" as a Fuzzy Suffix第57页
        4.1.4 "Always the Low Price, Always" Claim第57-58页
        4.1.5 "super-" as a Fuzzy Prefix第58页
        4.1.6 Personal Ads第58-59页
    4.2 Summary第59-61页
Conclusion第61-64页
Appendix第64-75页
Bibliography第75-78页
Acknowledgements第78-79页
学位论文评阅及答辩情况表第79页

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