| Chapter One Introduction | 第1-13页 |
| ·Research method | 第11-12页 |
| ·Structure of the thesis | 第12-13页 |
| Chapter Two Theoretical framework of the present study | 第13-29页 |
| ·Literature review | 第13-20页 |
| ·Definition of vagueness | 第13-16页 |
| ·Definition of pragmatic vagueness | 第16-18页 |
| ·Pragmatic vagueness and advertising language | 第18-20页 |
| ·Theories in this thesis | 第20-29页 |
| ·Verschueren's linguistic adaptation theory | 第20-26页 |
| ·Making choices | 第21-23页 |
| ·Variability, negotiability and adaptability | 第23-24页 |
| ·Four angles of investigation | 第24-26页 |
| ·Grice's theory of conversational implicature | 第26-27页 |
| ·Searle's indirect speech acts theory | 第27-29页 |
| Chapter Three variability of pragmatic vagueness in advertising | 第29-44页 |
| ·Manipulation | 第30-31页 |
| ·Linguistic manipulation at phonetic level | 第31-32页 |
| ·Linguistic manipulation at lexical level | 第32-38页 |
| ·Hedges | 第32-34页 |
| ·Descriptive adjectives | 第34-36页 |
| ·Numerals and quantifiers | 第36-37页 |
| ·Using euphemisms | 第37-38页 |
| ·Linguistic manipulation at syntactic and discourse level | 第38-44页 |
| ·Generating conversational implications | 第39-41页 |
| ·Using indirect speech acts | 第41-42页 |
| ·Figures of speech bring about vagueness | 第42-44页 |
| Chapter Four Adaptability of pragmatic vagueness in advertising | 第44-52页 |
| ·Adaptability and adaptation | 第44页 |
| ·Contextual correlate for adaptation | 第44-52页 |
| ·Linguistic adaptation to the mental world | 第46-49页 |
| ·Consumer centered adaptation | 第46-48页 |
| ·Advertiser centered adaptation | 第48-49页 |
| ·Linguistic adaptation to the social world | 第49-50页 |
| ·Linguistic adaptation to the physical world | 第50-52页 |
| Chapter Five Conclusion | 第52-56页 |
| Bibliography | 第56-58页 |
