| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-11页 |
| Chapter 1 Introduction | 第11-15页 |
| ·Definitions of Iconicity | 第11-12页 |
| ·Features of Iconic Advertising Language | 第12-13页 |
| ·Research Purpose | 第13页 |
| ·Thesis Structure | 第13-15页 |
| Chapter 2 Literature Review | 第15-24页 |
| ·Previous Researches on Advertising Language | 第15-17页 |
| ·Domestic Researches | 第15-16页 |
| ·Foreign Researches | 第16-17页 |
| ·Previous Researches on Iconicity | 第17-24页 |
| ·Origin and Development of Iconicity Studies | 第17-20页 |
| ·Taxonomies of Iconicity | 第20-24页 |
| Chapter 3 Theories of Conversational Implicature | 第24-31页 |
| ·Grice’s Classic Theory of Conversational Implicature | 第24-27页 |
| ·Co-operative Principle | 第24-25页 |
| ·Generation of Conversational Implicature | 第25-27页 |
| ·Neo-Gricean Theories of Conversational Implicature | 第27-31页 |
| ·Levinson’s Three Principles | 第27-28页 |
| ·Relevance Theory | 第28-31页 |
| Chapter 4 Iconicity of Advertising Language | 第31-48页 |
| ·Imagic Iconicity | 第31-39页 |
| ·Phonetic Iconicity | 第31-35页 |
| ·Graphological Iconicity | 第35-39页 |
| ·Diagrammatic Iconicity | 第39-46页 |
| ·Sequencing Iconicity | 第39-41页 |
| ·Distance Iconicity | 第41-42页 |
| ·Quantity Iconicity | 第42-44页 |
| ·Markedness Iconicity | 第44-46页 |
| ·Metaphorical Iconicity | 第46-48页 |
| Chapter 5 Conversational Implicatures of Iconic Advertising Language | 第48-59页 |
| ·Particularized Implicatures Achieved by Violating CP Maxims | 第48-52页 |
| ·Violating Quantity Maxim | 第48-50页 |
| ·Violating Quality Maxim | 第50页 |
| ·Violating Relation Maxim | 第50-51页 |
| ·Violating Manner Maxim | 第51-52页 |
| ·Conversational Implicatures Based on Levinson’s Three Principles | 第52-55页 |
| ·Q-Implicature | 第53-54页 |
| ·I-Implicature | 第54-55页 |
| ·M-Implicature | 第55页 |
| ·Conversational Implicatures Interpreted by Relevance Theory | 第55-59页 |
| ·Degree of Relevance of Conversational Implicature | 第56-57页 |
| ·Maximally Relevant Implicatures vs. Optimally Relevant Implicatures | 第57-59页 |
| Chapter 6 Conclusion | 第59-61页 |
| ·Findings of the Research | 第59-60页 |
| ·Suggestions for Further Researches | 第60-61页 |
| Bibliography | 第61-64页 |
| Publications During My M.A. Study | 第64页 |
