| 摘要 | 第1-7页 |
| Abstract | 第7-9页 |
| Acknowledgements | 第9-12页 |
| 1. Introduction | 第12-18页 |
| ·Clashes of What is Said and What is Implied in Advertising | 第12-14页 |
| ·Salience of Implicature in Advertising English | 第14-15页 |
| ·Research Questions and Methodologies of the Thesis | 第15-16页 |
| ·General Organization of the Thesis | 第16-18页 |
| 2. Literature Review of Implicatures | 第18-22页 |
| ·Standard Implicature and Conversational Implicature | 第19-20页 |
| ·Cooperative Principles and Conversational Maxims | 第20-22页 |
| 3. Standard Implicature: Presupposition in Advertising English | 第22-32页 |
| ·Previous Studies of Presupposition | 第22-24页 |
| ·Pragmatic Presupposition and Semantic Entailment | 第24-25页 |
| ·The Effects of Presupposition in Ads | 第25-32页 |
| ·Case Studies of Presupposition in Advertising English | 第26-29页 |
| ·A Qualitative Analysis of Frequency Distributions of Presuppositions in Ads | 第29-32页 |
| 4. Conversational Implicature: Flouting of Maxims in Ads | 第32-59页 |
| ·A Qualitative Analysis of Proportions of Flouting Maxims and Observing Maxims in Ads | 第34-35页 |
| ·Flouting of Maxim of Quantity | 第35-42页 |
| ·Analysis of the Flouting of Maxim of Quantity in Ads | 第36-40页 |
| ·Generalized Implicature and Particularized Implicature | 第40-42页 |
| ·Flouting of Maxim of Manner | 第42-44页 |
| ·Flouting of Maxim of Relevance | 第44-48页 |
| ·Flouting of Maxim of Quality | 第48-59页 |
| ·Metaphor: A Case of Exploitation of Maxim of Quality | 第51-54页 |
| ·Irony and Humor: Other Cases of Exploitations of Maxim of Quality | 第54-55页 |
| ·Rhetoric Effects and Other Implicatures of Exploitations | 第55-59页 |
| 5. Conclusion | 第59-62页 |
| ·General Findings of the Thesis | 第59-61页 |
| ·Limitations of the Study | 第61页 |
| ·Suggestions for Further Researches | 第61-62页 |
| References | 第62-65页 |
| 学位论文独创性声明 | 第65页 |
| 学位论文版权的使用授权书 | 第65页 |
