| Acknowledgements | 第1-5页 |
| Abstract (in Chinese) | 第5-6页 |
| Abstract (in English) | 第6-10页 |
| Chapter 1. Introduction | 第10-13页 |
| ·The Purpose of the Study | 第10-11页 |
| ·The Scope of the Study | 第11-12页 |
| ·Organization | 第12-13页 |
| Chapter 2. Review of Related Studies | 第13-20页 |
| ·Introduction | 第13页 |
| ·The Definition and the Nature of Advertising | 第13-14页 |
| ·Summaries and Critiques of Previous Studies on Advertising Language | 第14-19页 |
| ·Semiotic Approach | 第14-15页 |
| ·Linguistic Approach | 第15-16页 |
| ·Discourse Analysis of Persuasive Language | 第16-17页 |
| ·Sociolinguistic Approach | 第17页 |
| ·Pragmatic Approach | 第17-18页 |
| ·Some Studies on Advertising in China | 第18-19页 |
| ·Summary | 第19-20页 |
| Chapter 3. Review of Some Related Theories and Notions | 第20-28页 |
| ·Introduction | 第20页 |
| ·The Gricean Theory of Conversational Implicature | 第20-23页 |
| ·The Cooperative Principle | 第20-21页 |
| ·Violation of the Maxims | 第21-23页 |
| ·Types of Implicatures | 第23-25页 |
| ·Context | 第25-27页 |
| ·Summary | 第27-28页 |
| Chapter 4. Case Analysis: Implicatures Generated in the Chinese Advertising Language | 第28-50页 |
| ·Introduction | 第28页 |
| ·Conventional Implictures in Chinese Advertising | 第28-30页 |
| ·Conversational Implicatures in Chinese Advertising | 第30-49页 |
| ·Observing the Maxims of CP | 第30-33页 |
| ·Flouting the CP Maxims in Chinese Advertising | 第33-49页 |
| ·F louting the Maxim of Quantity | 第33-39页 |
| ·F louting the Maxim of Quality | 第39-49页 |
| ·Flouting the Maxim of Relation | 第45-46页 |
| ·Flouting the Maxim of Manner | 第46-49页 |
| ·Summary | 第49-50页 |
| Chapter 5. Conclusions, Discussions of Conclusions and Recommendations | 第50-60页 |
| ·Introduction | 第50页 |
| ·Conclusions Drawn from the Present Study | 第50-57页 |
| ·A Data Analysis | 第50-52页 |
| ·Some Sources of Materials in Chinese Ads of Flouting Maxims of CP | 第52-55页 |
| ·Some Problems in the Present Chinese Advertising | 第55-57页 |
| ·Significance of the Present Study | 第57-58页 |
| ·Unsolved Issues in the Present Study | 第58-59页 |
| ·Suggestions for Future Study | 第59页 |
| ·Summary | 第59-60页 |
| Notes | 第60-61页 |
| Bibliography | 第61-64页 |
| Appendix | 第64-69页 |
