| 摘要 | 第1-5页 |
| Abstract | 第5-7页 |
| Acknowledgements | 第7-10页 |
| Chapter One Introduction | 第10-14页 |
| ·Rationale of the Research | 第10-11页 |
| ·Objective and Significance of the Research | 第11-12页 |
| ·Methodology of the Research | 第12-13页 |
| ·Layout of the Thesis | 第13-14页 |
| Chapter Two Literature Review | 第14-31页 |
| ·Introduction | 第14页 |
| ·Reviews of Advertising Euphemism | 第14-22页 |
| ·Causes of Advertising Euphemism | 第14-17页 |
| ·Definition of Advertising Euphemism | 第17-18页 |
| ·Expression Forms of Advertising Euphemism | 第18-21页 |
| ·Morphological Means | 第18-19页 |
| ·Syntactic Means | 第19-20页 |
| ·Rhetorical Means | 第20-21页 |
| ·Functions of Advertising Euphemism | 第21-22页 |
| ·Previous Studies on Euphemism | 第22-27页 |
| ·Previous Studies on Advertising Euphemism | 第27-29页 |
| ·Summary | 第29-31页 |
| Chapter Three Theoretical Framework | 第31-43页 |
| ·A Brief Review on Relevance Theory and Adaptation Theory | 第31-32页 |
| ·Yang Ping’s Model | 第32-35页 |
| ·Ran Yongping’s Model | 第35-40页 |
| ·A Brief View of R-A Model | 第35-38页 |
| ·“Context” in the Model | 第38-39页 |
| ·Arguments of Ran’s R-A Model | 第39-40页 |
| ·Analytical Framework for Advertising Euphemism | 第40-43页 |
| Chapter Four An Analysis of Euphemism in English Commercials from the Perspective of Relevance-Adaptation Model | 第43-69页 |
| ·Description of Data Collection | 第43-44页 |
| ·Introduction to English Commercial Advertising | 第44-46页 |
| ·English Advertising | 第44-45页 |
| ·English Commercials in the Study | 第45-46页 |
| ·An Analysis of Advertising Euphemism in English Commercials within the R-A Model | 第46-68页 |
| ·Advertising Euphemism as Relevance-oriented | 第47-50页 |
| ·Advertising Euphemism as a Process of Inter-adaptation between Contextual Correlates and Linguistic Choices | 第50-62页 |
| ·Adapting to the Physical World | 第51-52页 |
| ·Adapting to the Mental World | 第52-55页 |
| ·Adapting to the Social World | 第55-62页 |
| ·Advertising Euphemism in Commercials as Strategy-choosing | 第62-68页 |
| ·Metonymy | 第62-63页 |
| ·Personification | 第63-64页 |
| ·Pun | 第64-66页 |
| ·Vague Words | 第66-67页 |
| ·Coinage | 第67-68页 |
| ·Summary | 第68-69页 |
| Chapter Five Conclusion | 第69-72页 |
| ·Major Findings of the Present Thesis | 第69-70页 |
| ·Limitations of the Present Thesis | 第70-71页 |
| ·Suggestions for Further Study | 第71-72页 |
| References | 第72-76页 |
| Appendix: Corpus of Collected Advertisements | 第76-81页 |
