| ACKNOWLEDGEMENTS | 第8-9页 |
| ABSTRACT | 第9-10页 |
| 摘要 | 第11-15页 |
| CHAPTER I INTRODUCTION | 第15-21页 |
| 1.1 Purpose and Significance | 第15-16页 |
| 1.2 Background of the Study | 第16-18页 |
| 1.3 Research Method and Data Collection | 第18-19页 |
| 1.4 Research Question | 第19页 |
| 1.5 Organization of the Thesis | 第19-21页 |
| CHAPTER II ADVERTISING LANGUAGE AND ITS FEATURES | 第21-29页 |
| 2.1 The Definition of Advertising Language | 第21-22页 |
| 2.2 The Previous Study of Advertising Language | 第22-25页 |
| 2.3 The Features of Advertising Language | 第25-29页 |
| 2.3.1 Diversity of Vocabulary Selection | 第25-26页 |
| 2.3.2 Diversity of Sentence Patterns | 第26-28页 |
| 2.3.3 About Vagueness | 第28-29页 |
| CHAPTER III VAGUENESS AND ITS CATEGORIES IN ADVERTISINGLANGUAGE | 第29-43页 |
| 3.1 Definition of Vagueness | 第29-31页 |
| 3.2 Different Types of Vagueness in Advertising Language | 第31-43页 |
| 3.2.1 Phonetic Vagueness | 第31-34页 |
| 3.2.1.1 Homophone | 第31-32页 |
| 3.2.1.2 Polysemy | 第32-33页 |
| 3.2.1.3 Euphony | 第33-34页 |
| 3.2.2 Lexical Vagueness | 第34-37页 |
| 3.2.2.1 Adjectives | 第34-35页 |
| 3.2.2.2 Comparatives and Superlatives | 第35-36页 |
| 3.2.2.3 Verbs | 第36-37页 |
| 3.2.3 Syntactic Vagueness | 第37-38页 |
| 3.2.4 Rhetoric Vagueness | 第38-43页 |
| 3.2.4.1 Use of Simile or Metaphor | 第38-39页 |
| 3.2.4.2 Use of Euphemism | 第39-40页 |
| 3.2.4.3 Use of Hyperbole | 第40-41页 |
| 3.2.4.4 Use of Personification | 第41-43页 |
| CHAPTER IV PRAGMATIC MOTIVATION ANALYSIS FOR THE EXISTENCEOF VAGUENESS IN ENGLISH ADVERTISING | 第43-63页 |
| 4.1 Pragmatic Motivation for the Existence of Vagueness in English Advertising | 第45-51页 |
| 4.1.1 Politeness Principle | 第45-47页 |
| 4.1.2 Analysis of Vagueness in Advertising Applying Leech’s PolitenessPrinciple | 第47-51页 |
| 4.2 Expressiveness as a Pragmatic Motivation for Vagueness | 第51-61页 |
| 4.2.1 Expressiveness Principle | 第51-52页 |
| 4.2.2 Expressiveness as a Motivation for Vagueness in Advertising | 第52-61页 |
| 4.2.2.1 Vague but with a Finite Set of Interpretations | 第53-56页 |
| 4.2.2.2 Vagueness with an Indefinite Set of Meanings | 第56-61页 |
| 4.3 Summary | 第61-63页 |
| CHAPTER V CONCLUSION | 第63-67页 |
| 5.1 Summary of Major Findings | 第63-64页 |
| 5.2 Implications of the Study | 第64-65页 |
| 5.3 Limitations and Suggestions for Further Research | 第65-67页 |
| REFERENCES | 第67-69页 |
