| 摘要 | 第6-7页 |
| ABSTRACT | 第7-8页 |
| CHAPTER ONE INTRODUCTION | 第12-16页 |
| 1.1 Research Background | 第12-13页 |
| 1.2 Purpose and Significance of This Research | 第13-15页 |
| 1.3 Organization of Thesis | 第15-16页 |
| CHAPTER TWO LITERATURE REVIEW | 第16-25页 |
| 2.1 Advertising | 第16-19页 |
| 2.1.1 Definition of Advertising | 第16-17页 |
| 2.1.2 Classifications of Advertising | 第17-19页 |
| 2.2 FMCGs Advertising | 第19-21页 |
| 2.2.1 Definition of FMCG | 第19-20页 |
| 2.2.2 Classifications of FMCGs | 第20-21页 |
| 2.3 The Studies of FMCGs Advertising | 第21-25页 |
| 2.3.1 Previous Studies Abroad | 第21-23页 |
| 2.3.2 Previous Researches at Home | 第23-25页 |
| CHAPTER THREE THEORETICAL FRAMEWORK | 第25-38页 |
| 3.1 Conversational Implicature | 第25-27页 |
| 3.1.1 Definition of Conversational Implicature | 第25-26页 |
| 3.1.2 Classifications of Conversational Implicature | 第26-27页 |
| 3.2 Particularized Conversational Implicature | 第27-30页 |
| 3.2.1 Cooperative Principle | 第27-28页 |
| 3.2.2 Violation of Cooperative Maxims to Generate PCI | 第28-30页 |
| 3.3 Generalized Conversational Implicature | 第30-38页 |
| 3.3.1 Observation of Cooperative Maxims to Generate GCI | 第31-33页 |
| 3.3.2 Levinson's Account for GCI | 第33-38页 |
| CHAPTER FOUR METHODOLOGY | 第38-41页 |
| 4.1 Research Questions | 第38页 |
| 4.2 Research Methods | 第38-39页 |
| 4.3 Data Collection | 第39-41页 |
| 4.3.1 Selection Criteria for the Data | 第39页 |
| 4.3.2 Description of the Data Collected | 第39-41页 |
| CHAPTER FIVE APPLICATION OF PCI AND GCI AND THEIR MAIN FUNCTIONS IN ENGLISH PRINT FMCGs ADVERTISING | 第41-74页 |
| 5.1 Motives for Causing Conversational Implicature in Advertising | 第41-42页 |
| 5.2 PCI in English Print FMCGs Advertising | 第42-54页 |
| 5.2.1 PCI Induced by Quantity Maxim | 第43-48页 |
| 5.2.2 PCI Induced by Quality Maxim | 第48-50页 |
| 5.2.3 PCI Induced by Relation Maxim | 第50-53页 |
| 5.2.4 PCI Induced by Manner Maxim | 第53-54页 |
| 5.3 GCI in English Print FMCGs Advertising | 第54-67页 |
| 5.3.1 GCI Induced by Q-Principle | 第55-60页 |
| 5.3.2 GCI Induced by I-Principle | 第60-64页 |
| 5.3.3 GCI Induced by M-Principle | 第64-67页 |
| 5.4 Main Functions of Conversational Implicature in FMCGs Advertising | 第67-72页 |
| 5.4.1 Endowing an Ad with Aesthetic Value | 第67-68页 |
| 5.4.2 Endowing an Ad with Interest | 第68-69页 |
| 5.4.3 Simplifying Lengthy Advertising Words | 第69-70页 |
| 5.4.4 Better Promoting Products and Services | 第70页 |
| 5.4.5 Leaving a Polite Impression | 第70-71页 |
| 5.4.6 Catering to Consumers | 第71-72页 |
| 5.5 Summary | 第72-74页 |
| CHAPTER SIX CONCLUSION | 第74-77页 |
| 6.1 Major Findings of Present Study | 第74-75页 |
| 6.2 Limitations of Present Study | 第75页 |
| 6.3 Suggestions for Further Researches | 第75-77页 |
| BIBLIOGRAPHY | 第77-80页 |
| ACKNOWLEDGEMENTS | 第80-81页 |
| PAPER PUBLISHED DURING MA STUDIES | 第81页 |
