| Acknowledgements | 第1-5页 |
| Abstract | 第5-7页 |
| 摘要 | 第7-11页 |
| Chapter One Introduction | 第11-14页 |
| ·Motivation and Significance for the Present Study | 第11-12页 |
| ·Methodology and Data Collection | 第12-13页 |
| ·Structure of the Thesis | 第13-14页 |
| Chapter Two Literature Review | 第14-23页 |
| ·Introduction to Advertising | 第14-19页 |
| ·Definition of Advertising | 第14-15页 |
| ·Features of Advertising | 第15页 |
| ·Classification of Advertising | 第15-16页 |
| ·Definition of Advertising Language | 第16-17页 |
| ·Features of Advertising Language | 第17-19页 |
| ·Approaches to Analyzing Advertising Language | 第19-22页 |
| ·Linguistic Approach | 第19-21页 |
| ·Semiotic Approach | 第21-22页 |
| ·Summary | 第22-23页 |
| Chapter Three Fuzziness in Advertising Language | 第23-37页 |
| ·Definition of Fuzziness | 第23-26页 |
| ·Fuzziness, Generality, Vagueness, Ambiguity | 第23-24页 |
| ·One or More Than One Meaning | 第24-25页 |
| ·Referential or Non-Referential | 第25-26页 |
| ·Realizations of Fuzziness in Advertising Language | 第26-36页 |
| ·Semantic Realizations | 第26-34页 |
| ·Syntactic Realizations | 第34-36页 |
| ·Summary | 第36-37页 |
| Chapter Four Theoretical Framework | 第37-50页 |
| ·Relevance Theory | 第37-44页 |
| ·Ostensive-Inferential Communication | 第37-39页 |
| ·Principle of Relevance | 第39-41页 |
| ·Relevance and Optimal Relevance | 第41-43页 |
| ·Selection of Contexts | 第43-44页 |
| ·Models of Consumer Behavior | 第44-48页 |
| ·Consumer Behavior and the Consumer’s Need Recognition | 第44-46页 |
| ·Cognitive Approach | 第46-47页 |
| ·Information Processing | 第47页 |
| ·Hierarchy of Effects Models | 第47-48页 |
| ·Summary | 第48-50页 |
| Chapter Five Analysis of Fuzziness | 第50-61页 |
| ·Case Studies | 第50-55页 |
| ·Fuzziness Type I | 第51-53页 |
| ·Fuzziness Type II | 第53-55页 |
| ·Functions of Fuzziness in Advertising Language | 第55-59页 |
| ·Conveying Meanings Efficiently | 第55-56页 |
| ·Improving Accuracy | 第56页 |
| ·Making Advertisements Impressive and Persuasive | 第56-57页 |
| ·Making Self-protection | 第57页 |
| ·Achieving Good Reputation | 第57-58页 |
| ·Gaining Humor | 第58-59页 |
| ·Avoiding Taboo and Showing Politeness | 第59页 |
| ·Summary | 第59-61页 |
| Chapter Six Conclusion | 第61-64页 |
| ·Summary of the Study | 第61-62页 |
| ·Implications of the Study | 第62页 |
| ·Limitations of the Study | 第62-64页 |
| Bibliography | 第64-66页 |
