| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-11页 |
| Chapter 1 Introduction | 第11-14页 |
| ·Brief description of advertising | 第11-12页 |
| ·Significance of the thesis | 第12页 |
| ·Purpose and the organization of the thesis | 第12-14页 |
| Chapter 2 Literature Review | 第14-21页 |
| ·Previous studies on advertising | 第14-19页 |
| ·Definition of advertising | 第14-15页 |
| ·Classifications of advertising | 第15页 |
| ·Definition of advertising language | 第15-16页 |
| ·Features of advertising language | 第16-19页 |
| ·Studies on rhetoric devices | 第19-20页 |
| ·Studies on Cooperative Principle | 第20-21页 |
| Chapter 3 Theoretical Framework | 第21-37页 |
| ·Theory of rhetoric device | 第21-27页 |
| ·The semantic device | 第21-25页 |
| ·The phonetic device | 第25-26页 |
| ·The syntactic device | 第26-27页 |
| ·Grice’ theory of conversational implicature | 第27-37页 |
| ·Conversational implicature | 第27-31页 |
| ·Cooperative Principle | 第31-32页 |
| ·Flouting the maxims of Cooperative Principle | 第32-37页 |
| Chapter 4 Case Analysis | 第37-55页 |
| ·Conversational implicature in advertising | 第37页 |
| ·Rhetorical devices flouting the CP in advertising – from 4 maxims | 第37-47页 |
| ·Flouting the maxims of Quantity-parallelism, repetition | 第37-41页 |
| ·Flouting the maxims of Quality-irony, hyperbole personification | 第41-44页 |
| ·Flouting the maxims of Relation — pun | 第44-45页 |
| ·Flouting the maxims of Manner —pun, Oxymoron | 第45-47页 |
| ·Rhetorical devices flouting the CP in advertising – from aesthetic part | 第47-55页 |
| ·Aesthetic of phonology –alliteration，onomatopoeia | 第47-49页 |
| ·Aesthetic of conciseness–pun | 第49-50页 |
| ·Aesthetic of structure–parallelism, repetition, chiasmus | 第50-52页 |
| ·Aesthetic of connotation–metaphor, pun | 第52-55页 |
| Chapter 5 Conclusion | 第55-58页 |
| ·Summary | 第55页 |
| ·Major findings of the thesis | 第55-56页 |
| ·Limitations of the thesis and suggestions for further study | 第56-58页 |
| Bibliography | 第58-61页 |
| 攻读硕士期间的科研成果 | 第61页 |
