| ABSTRACT | 第1-5页 |
| 摘要 | 第5-9页 |
| Chapter One Introduction | 第9-15页 |
| ·Motivation of the Present Study | 第10页 |
| ·Research Questions | 第10-11页 |
| ·Data Collection and Methodology | 第11-12页 |
| ·Outline of the Thesis | 第12-15页 |
| Chapter Two Literature Review | 第15-41页 |
| ·An Overview of Advertising | 第15-26页 |
| ·The Definition of Advertising | 第15-16页 |
| ·The Research of Advertising | 第16-19页 |
| ·The Features and Functions of Advertising | 第19-20页 |
| ·Approaches to the Language of Advertising | 第20-26页 |
| ·Summary on the Study of Advertising | 第26-27页 |
| ·Research on Economy Principle | 第27-33页 |
| ·Development of Economy Principle Abroad | 第27-31页 |
| ·The Study of the Economy Principle in Language in China | 第31-33页 |
| ·Summary | 第33-41页 |
| ·The Pragmatic Economy | 第34-35页 |
| ·The Pragmatic Economy at Levels of the language | 第35-36页 |
| ·Advertising and Pragmatic Economy | 第36-41页 |
| Chapter Three Theoretical Framework | 第41-53页 |
| ·The Economy Principle in Pragmatic Field | 第41-45页 |
| ·Grice's Cooperative Principle and the Principle of Least Effort | 第41-42页 |
| ·Horn and the Principle of Least Effort | 第42-43页 |
| ·Relevance Theory and the Principle of Least Effort | 第43-44页 |
| ·The politeness principle | 第44-45页 |
| ·Leech's Textual Pragmatics | 第45-48页 |
| ·The Processibility Principle | 第47页 |
| ·The Clarity Principle | 第47-48页 |
| ·The Economy Principle | 第48页 |
| ·The Expressivity Principle | 第48页 |
| ·Research Framework | 第48-53页 |
| Chapter Four The Study on the Pragmatic Economy inAdvertising English | 第53-91页 |
| ·Phonological-related Pragmatic Economy | 第53-60页 |
| ·Word Creation | 第54-55页 |
| ·Onomatopoeia | 第55-57页 |
| ·End Rhyme | 第57-58页 |
| ·Alliteration | 第58-59页 |
| ·Discussion | 第59-60页 |
| ·Word-related Pragmatic Economy | 第60-65页 |
| ·Use of Simple Words | 第60-62页 |
| ·Use of Compound Words | 第62-63页 |
| ·Use of Abbreviations | 第63-64页 |
| ·Discussion | 第64-65页 |
| ·Sentence-related Pragmatic Economy | 第65-72页 |
| ·Simple Sentence | 第65-67页 |
| ·Elliptical Sentence | 第67-69页 |
| ·Compound Sentence | 第69-70页 |
| ·Sentence Deviated from Idiomatic Expressions | 第70-71页 |
| ·Discussion | 第71-72页 |
| ·Personification,Exaggeration,Pun and Pragmatic Economy | 第72-76页 |
| ·Personification | 第73-74页 |
| ·Exaggeration | 第74-75页 |
| ·Pun | 第75-76页 |
| ·Discussions | 第76页 |
| ·Politeness and Pragmatic Economy of Advertising Language | 第76-81页 |
| ·Case Study | 第77-79页 |
| ·Discussions | 第79-81页 |
| ·Discourse-related Pragmatic Economy | 第81-85页 |
| ·Cohesion,Coherence and Pragmatic Economy | 第81-83页 |
| ·Presupposition and Pragmatic Economy | 第83-84页 |
| ·Discussions | 第84-85页 |
| ·Cooperative Understanding of the Pragmatic Economy on Advertising | 第85-91页 |
| ·The Four Aspects of Pragmatic Economy | 第86-87页 |
| ·Cooperative Understanding of the Pragmatic Economy on Advertising language | 第87-91页 |
| Chapter Five Conclusions | 第91-95页 |
| ·Major Findings | 第91-92页 |
| ·Significance of This Research | 第92-93页 |
| ·Shortcomings and Further Research | 第93-95页 |
| BIBLIOGRSPHY | 第95-99页 |
| ACKNOWLEDGEMENTS | 第99-101页 |
| PUBLISHED PAPERS | 第101页 |
