| Acknowledgements | 第4-5页 |
| Abstract in Chinese | 第5-6页 |
| Abstract in English | 第6页 |
| Chapter One Introduction | 第8-9页 |
| Chapter Two Questions in Advertising | 第9-16页 |
| 2.1 The Studies of Questions: A Brief Overview | 第9-11页 |
| 2.1.1 Traditional Studies of Questions | 第9-10页 |
| 2.1.2 Pragmatic Studies of Questions | 第10-11页 |
| 2.2 Questions in Advertising | 第11-15页 |
| 2.2.1 Characteristics of Questions in Advertising | 第11-12页 |
| 2.2.2 Types of Questions in Advertising | 第12-15页 |
| 2.3 Method of Study | 第15-16页 |
| Chapter Three The CP and Questions in Advertising | 第16-26页 |
| 3.1 Introduction | 第16页 |
| 3.2 The Cooperative Principle in Communication | 第16-18页 |
| 3.2.1 The Content of the Cooperative Principle | 第16-17页 |
| 3.2.2 Flouting the Maxims and Conversational Implicature | 第17-18页 |
| 3.2.3 The CP in Questions in Advertising | 第18页 |
| 3.3 Application of the CP in Questions in Advertising | 第18-25页 |
| 3.3.1 Observing the CP in Questions in Advertising | 第18-19页 |
| 3.3.2 Flouting the Maxims in Questions in Advertising | 第19-25页 |
| 3.3.2.1 Flouting the Quantity Maxim in Questions in Advertising | 第19-21页 |
| 3.3.2.2 Flouting the Quality Maxim in Questions in Advertising | 第21-23页 |
| 3.3.2.3 Flouting the Relation Maxim in Questions in Advertising | 第23-24页 |
| 3.3.2.4 Flouting the Manner Maxim in Questions in Advertising | 第24-25页 |
| 3.4 Summary | 第25-26页 |
| Chapter Four The PP and Questions in Advertising | 第26-35页 |
| 4.1 Introduction | 第26-27页 |
| 4.2 Application of the PP in Questions in Advertising | 第27-34页 |
| 4.2.1 The Content of the Politeness Principle | 第27-28页 |
| 4.2.2 The Politeness Principle in Questions in Advertising | 第28-34页 |
| 4.2.2.1 The Tact Maxim and Questions in Advertising | 第28-30页 |
| 4.2.2.2 The Generosity Maxim and Questions in Advertising | 第30页 |
| 4.2.2.3 The Approbation Maxim and Questions in Advertising | 第30-31页 |
| 4.2.2.4 The Modesty Maxim and Questions in Advertising | 第31-32页 |
| 4.2.2.5 The Agreement Maxim and Questions in Advertising | 第32-33页 |
| 4.2.2.6 The Sympathy Maxim and Questions in Advertising | 第33-34页 |
| 4.3 Summary | 第34-35页 |
| Chapter Five Deceptive Questions through Presupposition in Advertising | 第35-42页 |
| 5.1 Introduction | 第35页 |
| 5.2 Presupposition in Communication | 第35-37页 |
| 5.2.1 Two Approaches to Presupposition | 第35-36页 |
| 5.2.2 The Presupposition of Questions in Advertising | 第36-37页 |
| 5.3 Deceptiveness in Advertising | 第37页 |
| 5.4 Deceptive Questions through Presupposition in Advertising | 第37-41页 |
| 5.4.1 The Advertiser’s Presupposition and Deceptive Questions in Advertising | 第37-39页 |
| 5.4.2 Presupposition through the CP and Deceptive Questions in Advertising | 第39-40页 |
| 5.4.3 Non-negation of Presupposition and Deceptive Questions in Advertising | 第40-41页 |
| 5.5 Summary | 第41-42页 |
| Chapter Six Conclusion | 第42-43页 |
| Bibliography | 第43-46页 |
| Declaration | 第46页 |
