| Acknowledgement | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-10页 |
| Chapter One Introduction | 第10-13页 |
| ·Research Background | 第10页 |
| ·Significance of Present Research | 第10-11页 |
| ·Research Questions | 第11-12页 |
| ·Outline of the Thesis | 第12-13页 |
| Chapter Two Literature Review | 第13-23页 |
| ·Definition of Advertising | 第13-14页 |
| ·Functions of Advertising | 第14-15页 |
| ·Classifications of Advertising | 第15-16页 |
| ·Definition of Advertising Language | 第16-17页 |
| ·Characteristics of Advertising Language | 第17-18页 |
| ·Research Approaches to the Study of Advertising Language | 第18-23页 |
| Chapter Three Relationship of Cooperative Principle and PolitenessPrinciple in Pragmatics | 第23-30页 |
| ·Cooperative Principle | 第23-26页 |
| ·Politeness Principle | 第26-28页 |
| ·The Relationship of Cooperative Principle and Politeness Principle | 第28-30页 |
| Chapter Four Methodology | 第30-47页 |
| ·Research Question | 第30页 |
| ·Data Collection | 第30-34页 |
| ·Data Analysis and Findings | 第34-38页 |
| ·Six Rhetorical Devices Used in Advertising Language | 第38-47页 |
| ·Pun | 第38-40页 |
| ·Personification | 第40-41页 |
| ·Hyperbole | 第41-42页 |
| ·Parody | 第42-44页 |
| ·Simile | 第44-45页 |
| ·Repetition | 第45-47页 |
| Chapter Five Rhetorical Devices in Advertising English and CooperativePrinciple & Politeness Principle | 第47-55页 |
| ·Pun--Violation of Quantity Maxim | 第47-49页 |
| ·Personification,Hyperbole,Parody--Violation of Quality Maxim | 第49-51页 |
| ·Simile--Violation of Relation Maxim | 第51-52页 |
| ·Repetition--Violation of Manner Maxim | 第52-53页 |
| ·Significance of the Research on Violations of Cooperative Principle in Advertising Language | 第53-55页 |
| Chapter Six Conclusion | 第55-57页 |
| ·Major Findings of the Present Study | 第55-56页 |
| ·Limitations of This Research and Suggestions for Further Study | 第56-57页 |
| References | 第57-63页 |
| Appendix | 第63-65页 |
