| 摘要 | 第4-6页 |
| ABSTRACT | 第6-7页 |
| Chapter One Introduction | 第10-15页 |
| 1.1 Background of the Research | 第10-11页 |
| 1.2 Significance of the Research | 第11-12页 |
| 1.3 Organization of the Thesis | 第12-15页 |
| Chapter Two Literature Review | 第15-21页 |
| 2.1 Definitions of Fuzziness | 第15-17页 |
| 2.2 Previous Study on Fuzziness | 第17-19页 |
| 2.2.1 Previous study on fuzziness abroad | 第17-18页 |
| 2.2.2 Previous study on fuzziness in China | 第18-19页 |
| 2.3 Fuzziness in Advertising Language | 第19-21页 |
| Chapter Three Theoretical Framework and Methodology | 第21-30页 |
| 3.1 Grice's Cooperative Principle and Its Four Maxims | 第21-25页 |
| 3.1.1 Introduction of the Cooperative Principle | 第21-23页 |
| 3.1.2 Four maxims of the Cooperative Principle | 第23-25页 |
| 3.2 Leech's Politeness Principle | 第25-27页 |
| 3.3 Methodology | 第27-30页 |
| 3.3.1 Research questions | 第27-28页 |
| 3.3.2 Data collection | 第28页 |
| 3.3.3 Research methods | 第28-30页 |
| Chapter Four Pragmatic Analysis of Fuzziness in Advertising Language | 第30-51页 |
| 4.1 Pragmatic Analysis of Fuzziness in Advertising Language | 第30-46页 |
| 4.1.1 Pragmatic analysis of lexical fuzziness in advertising language | 第31-41页 |
| 4.1.2 Pragmatic analysis of syntactic fuzziness in advertising language | 第41-44页 |
| 4.1.3 Pragmatic analysis of rhetorical fuzziness in advertising language | 第44-46页 |
| 4.2 Comparison Between the Violations of the Maxims of the CooperativePrinciple in Fuzziness in Advertising Language | 第46-47页 |
| 4.3 Comparison Between Fuzziness in Chinese and English Advertisements | 第47-49页 |
| 4.4 Pragmatic Effects of Fuzziness in Advertising Language | 第49-50页 |
| 4.4.1 Positive pragmatic effects of fuzziness in advertising language | 第49页 |
| 4.4.2 Negative pragmatic effects of fuzziness in advertising language | 第49-50页 |
| 4.5 Case Study | 第50-51页 |
| Chapter Five Conclusion | 第51-54页 |
| 5.1 Major Findings | 第51-52页 |
| 5.2 Limitations | 第52-53页 |
| 5.3 Implications | 第53-54页 |
| References | 第54-57页 |
| Appendix | 第57-59页 |
| Acknowledgements | 第59-60页 |
| Publications | 第60页 |
