| 中文摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| Introduction | 第10-16页 |
| Chapter One General View of the Study on English Advertising Language | 第16-31页 |
| ·Definition of Advertising | 第16-18页 |
| ·Classifications of Advertising | 第18-22页 |
| ·Functions of Advertising | 第22-25页 |
| ·Characteristics of Advertising Language | 第25-31页 |
| ·Lexical Characteristics | 第25-27页 |
| ·Syntactic Characteristics | 第27-29页 |
| ·Rhetoric Characteristics | 第29-31页 |
| Chapter Two Theories of the Present Study | 第31-40页 |
| ·Theories of Conversational Implicature | 第31-35页 |
| ·Grice’s Cooperative Principle | 第31-32页 |
| ·Grice’s Theory of Conversational Implicature | 第32-35页 |
| ·Theories of Context | 第35-40页 |
| ·Overviews of Context Study | 第35-37页 |
| ·Types of Context | 第37页 |
| ·Functions of Context | 第37-40页 |
| Chapter Three Interpretation of Conversational Implicatures in English Advertising | 第40-57页 |
| ·Violation of CP to Produce Conversational Implicatures | 第40-47页 |
| ·Conversational Implictures Produced by Violating Quantity Maxim | 第40-42页 |
| ·Conversational Implictures Produced by Violating Quality Maxim | 第42-44页 |
| ·Conversational Implictures Produced by Violating Relation Maxim | 第44-46页 |
| ·Conversational Implictures Produced by Violating Manner Maxim | 第46-47页 |
| ·Understanding Conversational Implicatures in English Advertising language from context | 第47-54页 |
| ·Understanding Conversational Implicature from Context of Situation | 第48-49页 |
| ·Understanding Conversational Implicature from Context of Culture | 第49-51页 |
| ·Understanding Conversational Implicature from Context of Cognition | 第51-54页 |
| ·Reflections | 第54-57页 |
| ·The Success of Advertising Language | 第54-55页 |
| ·Suggestions for Advertisers | 第55-56页 |
| ·Suggestions for Consumers | 第56-57页 |
| Conclusion | 第57-61页 |
| Bibliography | 第61-66页 |
| Acknowledgements | 第66页 |
