| Abstract in English | 第1-9页 |
| Abstract in Chinese | 第9-11页 |
| List of Figures | 第11-12页 |
| Chapter 1 Introduction | 第12-17页 |
| ·A Survey of Fuzziness and Pragmatic Fuzziness | 第12-14页 |
| ·Objective and Significance of Research | 第14-15页 |
| ·Research Method | 第15页 |
| ·Outline of the Thesis | 第15-17页 |
| Chapter 2 Literature Review | 第17-27页 |
| ·Previous Researches on Advertising English | 第17-21页 |
| ·Previous Researches from the Pragmatic Perspective | 第17-18页 |
| ·Previous Researches from Other Perspectives | 第18-21页 |
| ·Previous Researches on Fuzziness | 第21-23页 |
| ·Relevant Researches on Pragmatic Fuzziness | 第23-25页 |
| ·Summary | 第25-27页 |
| Chapter 3 Theoretical Framework | 第27-35页 |
| ·A General Introduction to Verschueren’s Adaptation Theory | 第27-34页 |
| ·Aspects of Language Choice | 第28-29页 |
| ·Three Properties of Language | 第29-32页 |
| ·Four Perspectives of Investigation | 第32-34页 |
| ·Summary | 第34-35页 |
| Chapter 4 Analysis of Pragmatic Fuzziness in Advertising English | 第35-61页 |
| ·Structural Adaptability of Pragmatic Fuzziness | 第35-51页 |
| ·Selection of Fuzzy Sound Structures | 第35-39页 |
| ·Alliteration | 第36-37页 |
| ·Onomatopoeia | 第37-39页 |
| ·Selection of Fuzzy Words | 第39-43页 |
| ·Verbs | 第39-41页 |
| ·Adjectives | 第41-42页 |
| ·Adverbs | 第42-43页 |
| ·Selection of Figures of Speech | 第43-51页 |
| ·Simile | 第44-45页 |
| ·Pun | 第45-47页 |
| ·Metaphor | 第47-48页 |
| ·Euphemism | 第48-51页 |
| ·Contextual Adaptability of Pragmatic Fuzziness | 第51-60页 |
| ·Adaptation to Mental World | 第52-57页 |
| ·Psychological Needs of Pursuing Novelty | 第53-55页 |
| ·Psychological Needs of Gaining Love | 第55页 |
| ·Psychological Needs of Choosing Products | 第55-56页 |
| ·Psychological Needs of Satisfying Esteem | 第56-57页 |
| ·Adaptation to Social World | 第57-59页 |
| ·Advertisement and Social Culture | 第57-58页 |
| ·Adaptation to Social Culture | 第58-59页 |
| ·Adaptation to Physical World | 第59-60页 |
| ·Summary | 第60-61页 |
| Chapter 5 Functions of Pragmatic Fuzziness in Advertising English | 第61-67页 |
| ·Reinforcement of Advertisement Flexibility | 第61-62页 |
| ·Enhancement of Accuracy | 第62-63页 |
| ·Creation of Rhetorical and Aesthetical Effects | 第63-64页 |
| ·Achievement of Vividness and Liveliness | 第64-65页 |
| ·Embodiment of Politeness | 第65-66页 |
| ·Summary | 第66-67页 |
| Chapter 6 Conclusion | 第67-69页 |
| Bibliography | 第69-73页 |
| Acknowledgements | 第73-74页 |
| Publication | 第74页 |
