| 摘要 | 第1-4页 |
| Abstract | 第4-5页 |
| Acknowledgement | 第5-6页 |
| Table of Contents | 第6-7页 |
| Chapter One Introduction | 第7-13页 |
| ·General Description | 第7-8页 |
| ·Advertising and Advertising Language | 第8-11页 |
| ·Data Sources and Research Method | 第11-13页 |
| Chapter Two Cooperative Principle, Conversational Implicature and Advertising Language | 第13-28页 |
| ·Literature Review | 第13-15页 |
| ·Cooperative Principle | 第15-20页 |
| ·Observing the Maxims | 第16-18页 |
| ·Non-observance of the Maxims | 第18-20页 |
| ·Conversational Implicature | 第20-24页 |
| ·Conversational Implicatures | 第21-23页 |
| ·Conventional Implicatures | 第23-24页 |
| ·Advertising Implicature | 第24-28页 |
| Chapter Three Case Analysis: Implicatures Generated in the English Advertisements | 第28-55页 |
| ·Conventional Implicatures in Advertising | 第29-31页 |
| ·Conversational Implicatures in Advertising | 第31-55页 |
| ·Observing the Conversational Maxims | 第31-35页 |
| ·Flouting the Cooperative Principle in Advertising | 第35-52页 |
| ·Flouting the Maxims of Quantity | 第36-42页 |
| ·Flouting the Maxims of Quality | 第42-47页 |
| ·Flouting the Maxims of Manner | 第47-50页 |
| ·Flouting the Maxims of Relation | 第50-52页 |
| ·Other Forms of Non-observance of the Maxims in Advertising | 第52-55页 |
| Chapter Four Other Factors that Affect the Persuasiveness of Advertising on the Consumers’Side | 第55-61页 |
| ·Cultural and Social Influences on Consumers | 第55-58页 |
| ·Psychology Influences on Consumers | 第58-61页 |
| Chapter Five Conclusion | 第61-64页 |
| ·Summary | 第61-62页 |
| ·Significance of the Findings | 第62页 |
| ·Limitations of This Research and Suggestions for Further Studies | 第62-64页 |
| Bibliography | 第64-65页 |
