| 摘要 | 第1-7页 |
| ABSTRACT | 第7-10页 |
| Introduction | 第10-12页 |
| 1 Advertising Language | 第12-17页 |
| 1. 1 Definition of Advertising | 第12页 |
| 1. 2 Advertising Language and Its Features | 第12-17页 |
| 1. 2. 1 The Definition of Advertising Language | 第13页 |
| 1. 2. 2 The Features of Advertising Language | 第13-17页 |
| 2 Overview of the Studies on Hedges | 第17-32页 |
| 2. 1 L. A. Zadeh's Study of Hedges | 第17-18页 |
| 2. 2 Lakoff's Study of Hedges | 第18-26页 |
| 2. 2. 1 Fuzzy-set Theory and "sort of" | 第19-21页 |
| 2. 2. 2 Study on Hedges in the Perspective of Semantics | 第21-24页 |
| 2. 2. 3 The Function of Hedges in Lexicography | 第24-26页 |
| 2. 3 Wu Tieping's Study of Hedges | 第26-30页 |
| 2. 3. 1 Calculation of Fuzziness | 第26-27页 |
| 2. 3. 2 Classification of Hedges | 第27-30页 |
| 2. 4 Summary | 第30-32页 |
| 3 Semantic Realizations of Hedges in Advertising English | 第32-38页 |
| 3. 1 Approximators | 第33-35页 |
| 3. 1. 1 Adaptors | 第33-34页 |
| 3. 1. 2 Rounders | 第34-35页 |
| 3. 2 Shields | 第35-37页 |
| 3. 2. 1 Plausibility Shields | 第35-36页 |
| 3. 2. 2 Attribution Shields | 第36-37页 |
| 3. 3 Frequency Words | 第37-38页 |
| 4 Pragmatic Study of Hedges in Advertising English | 第38-46页 |
| 4. 1 Hedges and Co-operative Principle | 第38-41页 |
| 4. 1. 1 Quality Hedges | 第38-39页 |
| 4. 1. 2 Quantity Hedges | 第39页 |
| 4. 1. 3 Relevance Hedges | 第39-40页 |
| 4. 1. 4 Manner Hedges | 第40-41页 |
| 4. 2 Hedges and Politeness Principle | 第41-46页 |
| 4. 2. 1 Leech's Politeness Principle | 第41-44页 |
| 4. 2. 2 FTA Theory | 第44-46页 |
| 5 Motivation of the Employment of Hedges in Advertising English | 第46-54页 |
| 5. 1 Motivation of the Employment of Hedges in Advertising English | 第46-48页 |
| 5. 1. 1 Deceptivity of Hedges in Advertising English | 第46-47页 |
| 5. 1. 2 Hedges and Self-Protection | 第47-48页 |
| 5. 2 The Two-sided Functions of Hedges in Advertising English | 第48-52页 |
| 5. 2. 1 Negative Functions of Hedges In Advertising English | 第48-51页 |
| 5. 2. 2 Interpretation of Positive Functions of Hedges in Advertising English | 第51-52页 |
| 5. 3 Summary | 第52-54页 |
| Conclusion | 第54-56页 |
| Bibliography | 第56-58页 |
