| 摘要 | 第1-4页 |
| Abstract | 第4-8页 |
| Introduction | 第8-12页 |
| Chapter One A General Study of Fuzziness and Advertising Language | 第12-22页 |
| ·Definition of Fuzziness | 第12-13页 |
| ·Different Perspectives on Vague Language | 第13-15页 |
| ·Fuzziness in Advertising Language | 第15-22页 |
| ·Definition of Advertising and Advertising Language | 第15-16页 |
| ·Functions and Requirements of Advertising | 第16-18页 |
| ·Features of Advertising Language | 第18-22页 |
| Chapter Two Linguistics Realization of Fuzziness in Advertising Language | 第22-40页 |
| ·Semantic Realization | 第22-27页 |
| ·Descriptive Adjectives | 第22-23页 |
| ·Comparatives and Superlative | 第23页 |
| ·Abstract Terms | 第23-27页 |
| ·Syntactical Realization | 第27-29页 |
| ·Ellipsis | 第27-28页 |
| ·Disjunctive style | 第28-29页 |
| ·Pragmatic Realization | 第29-35页 |
| ·Cooperative Principle | 第29-30页 |
| ·Politeness Principle | 第30-32页 |
| ·Other Aspects of Politeness in Advertising | 第32-33页 |
| ·Relevance Principle | 第33-35页 |
| ·The Two-sided Functions of Fuzziness in Advertising Language | 第35-40页 |
| ·Positive Functions of Fuzziness in Advertising Language | 第35-37页 |
| ·Negative Functions of Fuzziness in Advertising Language | 第37-40页 |
| Chapter Three Motivation of the Employment of Fuzziness in Advertising Language | 第40-52页 |
| ·A General Introduction of the Adaptation Theory | 第40-45页 |
| ·Adaptability | 第40-44页 |
| ·The Contextual-correlates of Adaptability | 第44-45页 |
| ·Fuzziness in Advertising Language in the Light of the Adaptation Theory | 第45-52页 |
| ·Adaptation to the Consumers’Mind | 第45-48页 |
| ·Consuming Psychology | 第46页 |
| ·Consuming Needs | 第46-47页 |
| ·Advertising-accepting Psychology | 第47-48页 |
| ·Adaptation to the Social Factors | 第48-50页 |
| ·Adaptation to the Cultural Factors | 第50-52页 |
| Chapter Four Conclusion | 第52-54页 |
| Acknowledgements | 第54-56页 |
| Bibliography | 第56-60页 |
| Publications | 第60-61页 |
