| ABSTRACT | 第1-4页 |
| 摘要 | 第4-6页 |
| CONTENTS | 第6-8页 |
| Chapter One Introduction | 第8-12页 |
| ·Rationale for the Study | 第8-9页 |
| ·Objectives and Significance | 第9-10页 |
| ·Data Collection and Research Methodology | 第10页 |
| ·Structure of the Thesis | 第10-12页 |
| Chapter Two Literature Review and Theoretical Framework | 第12-28页 |
| ·The Definition and Classification of Ambiguity | 第12-14页 |
| ·The Definition and Languages of Advertising | 第14-16页 |
| ·Previous Studies on Context | 第16-18页 |
| ·The Relationship among Context,Ambiguity and Advertising Language | 第18-21页 |
| ·Functions of Ambiguity in Advertising Language | 第18-19页 |
| ·The Relationship between Context and Ambiguity | 第19-21页 |
| ·The Restrictive Function of Context on Ambiguity | 第19-20页 |
| ·The Interpretive Function of Context on Ambiguity | 第20-21页 |
| ·Jef Verschueren's Adaptation Theory | 第21-26页 |
| ·Choice Making | 第21-22页 |
| ·Three Key Notions | 第22-23页 |
| ·Four Angles | 第23-25页 |
| ·Jef Verschueren's View on Context | 第25-26页 |
| ·The Feasibility of Applying Verschueren's Contextual Adaptation | 第26-28页 |
| Chapter Three The Analysis of Ambiguity in English Advertising Language byApplying Contextual Adaptation Theory | 第28-58页 |
| ·Pragmatic Ambiguity as a Process of Making Choices | 第28-30页 |
| ·Adaptation of Ambiguity in English Advertising to Communicative Context | 第30-49页 |
| ·Adaptation of Ambiguity to Mental World | 第30-39页 |
| ·Adaptation of Ambiguity to Advertisers' Intentions | 第31-34页 |
| ·Adaptation of Ambiguity to Audiences' Abilities of Receiving | 第34-36页 |
| ·Adaptation of Ambiguity to Audiences' Emotive Elements | 第36-39页 |
| ·Adaptation of Ambiguity to Social World | 第39-45页 |
| ·Adaptation of Ambiguity to Social Settings and Institutions | 第40-42页 |
| ·Adaptation of Ambiguity to Culture | 第42-45页 |
| ·Adaptation of Ambiguity to Physical World | 第45-49页 |
| ·Adaptation to Temporal Reference | 第46-48页 |
| ·Adaptation to Spatial Reference | 第48-49页 |
| ·Summary | 第49页 |
| ·Adaptation of Ambiguity in English Advertising to Linguistic Context | 第49-56页 |
| ·Adaptation to Phonology | 第50-52页 |
| ·Adaptation to Word | 第52-54页 |
| ·Adaptation to Structure | 第54-56页 |
| ·Summary | 第56-58页 |
| Chapter Four Conclusion | 第58-61页 |
| ·Implications of the Study | 第58-59页 |
| ·Limitations and Suggestions for Further Study | 第59-61页 |
| References | 第61-64页 |
| Acknowledgements | 第64-65页 |
| 攻读期成果 | 第65-66页 |
