| 摘要 | 第1-6页 |
| Abstract | 第6-9页 |
| Contents | 第9-12页 |
| Chapter 1 Introduction | 第12-20页 |
| ·General Introduction | 第12-14页 |
| ·Purpose of the Research | 第14-15页 |
| ·Classifications of Euphemism | 第15-16页 |
| ·Formation of Euphemism | 第16-20页 |
| ·Lexical Means | 第16-17页 |
| ·Grammatical Devices | 第17-18页 |
| ·Rhetorical Means | 第18-20页 |
| Chapter 2 Literature Review | 第20-22页 |
| Chapter 3 Theoretical Framework of the Research | 第22-28页 |
| ·Cooperative Principle | 第22-23页 |
| ·Politeness Principle | 第23-24页 |
| ·Indirect Speech Acts Theory | 第24-25页 |
| ·Face Theory | 第25页 |
| ·Self-protective Principle | 第25-26页 |
| ·Research method: Combining Theoretical Frame with the Case Studies | 第26-27页 |
| ·Summary | 第27-28页 |
| Chapter 4 Applications of Euphemism in Business Negotiations | 第28-41页 |
| ·Significance of Euphemism in Business Negotiations | 第29-31页 |
| ·Euphemistic Ways in Reminding Others | 第31-33页 |
| ·Reminding and Politeness | 第31-32页 |
| ·Modest Exaggeration | 第32-33页 |
| ·Euphemistic Ways in Raising a Question | 第33-35页 |
| ·Euphemistic Ways in Correcting Mistakes | 第35-36页 |
| ·Euphemistic Ways in Making a Request | 第36-37页 |
| ·Euphemistic Ways in Praise and Congratulations | 第37-38页 |
| ·Euphemistic Ways in Refusing Others | 第38-39页 |
| ·Summary | 第39-41页 |
| Chapter 5 Applications of Euphemism in Business Letters | 第41-53页 |
| ·Significance of Euphemism in Business Letters | 第41-43页 |
| ·Additional Principles for Euphemism in Business Letters | 第43-46页 |
| ·Principle of Appropriateness | 第44页 |
| ·Principle of Generosity | 第44页 |
| ·Principle of Agreement | 第44-45页 |
| ·Principle of Courtesy | 第45页 |
| ·Principle of Consideration | 第45-46页 |
| ·Construction Methods of Euphemism in Business Letters | 第46-51页 |
| ·Method of Subjunctive Mood | 第46-47页 |
| ·Method of Passive Voice | 第47-48页 |
| ·Method of Choosing Certain Particular Words | 第48-50页 |
| ·Method of Interrogative Sentences and Conditional Sentences | 第50页 |
| ·Method of Second Person | 第50-51页 |
| ·Summary | 第51-53页 |
| Chapter 6 Applications of Euphemism in Commercial Advertising | 第53-67页 |
| ·Significance of Euphemism in Business Advertising | 第55-58页 |
| ·Methods of Applying Euphemism in Advertising | 第58-65页 |
| ·Wording | 第58-60页 |
| ·Peculiar Sentences | 第60-62页 |
| ·Vagueness | 第62-63页 |
| ·Other Grammar Means | 第63-65页 |
| ·Summary | 第65-67页 |
| Chapter 7 Important Considerations of Euphemism in BusinessEnglish | 第67-78页 |
| ·Avoiding Taboo | 第67-68页 |
| ·Avoiding Offence | 第68-72页 |
| ·Death | 第69-70页 |
| ·Illness | 第70页 |
| ·Oldness | 第70-71页 |
| ·Pregnancy | 第71页 |
| ·Sex | 第71-72页 |
| ·Being Modest | 第72-73页 |
| ·Modest and Culture | 第72页 |
| ·Avoiding Aggression | 第72-73页 |
| ·Being Tactful | 第73-74页 |
| ·Being Humor | 第74-75页 |
| ·Being Self-mockery | 第75-76页 |
| ·Summary | 第76-78页 |
| Chapter 8 Conclusions | 第78-81页 |
| ·Summary of the Thesis | 第78-79页 |
| ·Limitations and Further Points of the Study | 第79-81页 |
| Works Cited | 第81-83页 |
| Acknowledgements | 第83-84页 |
| Appendix Ⅰ 调查报告——委婉语运用能力与销售业绩之间的关系 | 第84-85页 |
| Appendix Ⅱ 委婉语运用能力问卷调查 | 第85-87页 |
| Appendix Ⅲ 调查报告—中外烟草广告对比 | 第87-89页 |
| 个人简介 | 第89-90页 |
