| Acknowledgements | 第1-4页 |
| Abstract in English | 第4-5页 |
| Abstract in Chinese | 第5-8页 |
| Chapter 1 Introduction | 第8-10页 |
| Chapter 2 Review of Literature on Advertising and Advertising English | 第10-21页 |
| ·Review of Literature on Advertising | 第10-15页 |
| ·Definition of Advertising | 第10-11页 |
| ·Classification of Advertising | 第11-12页 |
| ·Function of Advertising | 第12-13页 |
| ·Aim of Advertising | 第13-14页 |
| ·Nature of Advertising | 第14-15页 |
| ·Review of Literature on Advertising English | 第15-20页 |
| ·Stylistic Approach | 第15-16页 |
| ·Semiotic Approach | 第16-17页 |
| ·Discoursal Analysis | 第17-18页 |
| ·Sociolinguistic Approach | 第18-19页 |
| ·Pragmatic Approach | 第19-20页 |
| ·Summary | 第20-21页 |
| Chapter 3 Conversational Implicature and Advertising English | 第21-44页 |
| ·Conversational Implicature | 第21-22页 |
| ·Cooperative Principle and the Four Maxims | 第22-24页 |
| ·Conversational Implicature in Advertising | 第24-41页 |
| ·Flouting of the Maxim of Quantity in Advertising | 第26-31页 |
| ·Flouting of the Maxim of Quality in Advertising | 第31-36页 |
| ·Flouting of the Maxim of Relation in Advertising | 第36-38页 |
| ·Flouting of the Maxim of Manner in Advertising | 第38-41页 |
| ·Data Analysis | 第41-43页 |
| ·Summary | 第43-44页 |
| Chapter 4 Motives for the Application of Conversational Implicature in Advertising | 第44-56页 |
| ·To Be Economical | 第44页 |
| ·To Give Themselves a Way out | 第44-45页 |
| ·To Make Advertising Language More Interesting | 第45页 |
| ·To Increase the Force of Advertising Message | 第45-46页 |
| ·To Be Polite | 第46-54页 |
| ·The Regard for Consumers’Face and other Advertisers’Face | 第46-48页 |
| ·Maxim-based Politeness Principle in Advertising | 第48-52页 |
| ·Tug-of-war of CP and PP in Advertising | 第52-54页 |
| ·Summary | 第54-56页 |
| Chapter 5 Word Choice and Conversational Implicature in Advertising | 第56-62页 |
| ·Use of Simple Verbs | 第56-57页 |
| ·Use of Compound Words | 第57-58页 |
| ·Use of Evaluative adjectives | 第58-59页 |
| ·Use of Loanwords | 第59-60页 |
| ·Use of Misspelling and Coinage | 第60-61页 |
| ·Summary | 第61-62页 |
| Chapter 6 Conclusion | 第62-65页 |
| Bibliography | 第65-68页 |
