| <中文摘要> | 第4页 |
| <中文关键词> | 第4-5页 |
| <英文摘要> | 第5页 |
| <英文关键词> | 第6-74页 |
| <参考文献> | 第74-10页 |
| Chapter One Introduction | 第10-14页 |
| 1.1 Object of the present study | 第10页 |
| 1.2 Objectives and significance of the present study | 第10-12页 |
| 1.3 Research method of the present study | 第12页 |
| 1.4 Outline of the thesis | 第12-14页 |
| Chapter Two Literature Review | 第14-27页 |
| 2.1 Introduction | 第14页 |
| 2.2 The definition of vagueness and pragmatic vagueness | 第14-19页 |
| 2.2.1 The definition of vagueness | 第14-16页 |
| 2.2.2 The definition of pragmatic vagueness | 第16-19页 |
| 2.3 Pragmatic vagueness and advertising language | 第19-20页 |
| 2.4 Relevant researches | 第20-26页 |
| 2.4.1 Relevant researches on vagueness | 第20-22页 |
| 2.4.2 Relevant researches on pragmatic vagueness | 第22-24页 |
| 2.4.3 Relevant researches on advertising language from the pragmatic perspective | 第24-25页 |
| 2.4.4 Concluding remarks | 第25-26页 |
| 2.5 Summary | 第26-27页 |
| Chapter Three Theoretical Framework of the Present Study | 第27-40页 |
| 3.1 Introduction | 第27页 |
| 3.2 Verschueren's Linguistic Adaptation Theory | 第27-36页 |
| 3.2.1 Making choices | 第29-30页 |
| 3.2.2 Variability, negotiability, and adaptability | 第30-33页 |
| 3.2.3 Four angles of investigation | 第33-34页 |
| 3.2.4 LAT's force in the present study | 第34-36页 |
| 3.3 Grice's Theory of Conversational Implicature | 第36-38页 |
| 3.4 Searle's Indirect Speech Acts Theory | 第38页 |
| 3.5 Summary | 第38-40页 |
| Chapter Four Analysis of the Pragmatic Vagueness in Advertising | 第40-69页 |
| 4.1 Introduction | 第40页 |
| 4.2 Variability of pragmatic vagueness in advertising | 第40-52页 |
| 4.2.1 Defining the notion of linguistic manipulation | 第40-41页 |
| 4.2.2 Linguistic manipulation for pragmatic vagueness in advertising | 第41-52页 |
| 4.2.2.1 Linguistic manipulation at phonetic level | 第41-43页 |
| 4.2.2.2 Linguistic manipulation at lexical level | 第43-47页 |
| 4.2.2.2.1 Hedging | 第43-45页 |
| 4.2.2.2.2 Blurring numerals and quantifiers | 第45-46页 |
| 4.2.2.2.3 Resorting to commendatory evaluative adjectives | 第46-47页 |
| 4.2.2.2.4 Using euphemisms | 第47页 |
| 4.2.2.3 Linguistic manipulation at syntactic and discourse level | 第47-52页 |
| 4.2.2.3.1 Generating conversational implicature | 第47-50页 |
| 4.2.2.3.2 Employing indirect speech acts | 第50-51页 |
| 4.2.2.3.3 Exploiting figure of speech | 第51-52页 |
| 4.2.3 Concluding remarks | 第52页 |
| 4.3 Adaptability of pragmatic vagueness in advertising | 第52-64页 |
| 4.3.1 Adaptability and adaptation | 第53页 |
| 4.3.2 Contextual correlates for adaptation | 第53-55页 |
| 4.3.3 Linguistic adaptation through pragmatic vagueness in advertising | 第55-64页 |
| 4.3.3.1 Linguistic adaptation to the mental world | 第55-59页 |
| 4.3.3.1.1 Audience-directed adaptation | 第55-58页 |
| 4.3.3.1.2 Advertiser-directed adaptation | 第58-59页 |
| 4.3.3.2 Linguistic adaptation to the social world | 第59-62页 |
| 4.3.3.3 Linguistic adaptation to the physical world | 第62-64页 |
| 4.3.4 Concluding remarks | 第64页 |
| 4.4 Functions of pragmatic vagueness in advertising | 第64-67页 |
| 4.4.1 Increasing the attention value and memory value of the advertisement | 第64-65页 |
| 4.4.2 Enhancing the flexibility of the advertisement | 第65页 |
| 4.4.3 Improving the appropriateness of the advertisement | 第65-66页 |
| 4.4.4 Condensing the advertisement | 第66-67页 |
| 4.4.5 Creating rhetorical and aesthetical effects | 第67页 |
| 4.4.6 Producing negative effects | 第67页 |
| 4.5 Summary | 第67-69页 |
| Chapter Five Conclusion | 第69-73页 |
| 5.1 Introduction | 第69页 |
| 5.2 Summary of the analysis on pragmatic vagueness in advertising | 第69-71页 |
| 5.3 Implications | 第71-72页 |
| 5.4 Limitations and suggestions | 第72-73页 |
| Acknowledgments | 第73-74页 |
| References | 第74-9页 |
| List of Figures | 第9-76页 |
| Figure 1 The structure of a pragmatic theory | 第33-54页 |
| Figure 2 Contextual correlates of adaptability | 第54-76页 |
