| 中文摘要 | 第4-6页 |
| Abstract | 第6-8页 |
| Chapter One Introduction | 第11-14页 |
| 1.1 Objectives and Significance of the Study | 第11-13页 |
| 1.2 Structure of the Thesis | 第13-14页 |
| Chapter Two literature Review | 第14-25页 |
| 2.1 Studies of Advertising | 第14-17页 |
| 2.1.1 Definition of Advertising | 第14-16页 |
| 2.1.2 Classification of Advertising | 第16-17页 |
| 2.1.3 Functions of Advertising | 第17页 |
| 2.2 Previous Studies on Advertising Language | 第17-22页 |
| 2.2.0 Advertising and Advertising Language | 第17-18页 |
| 2.2.1 Previous Studies on Aboard | 第18-20页 |
| 2.2.2 Previous Studies at Home | 第20-22页 |
| 2.3 Previous Studies on Non-observance of Cooperative Principle inAdvertising Language | 第22-25页 |
| Chapter Three Theoretical Framework and Methodology | 第25-37页 |
| 3.1 Cooperative Principle | 第25-28页 |
| 3.2 Verschueren’s Adaptation Theory | 第28-33页 |
| 3.2.1 Making Choices | 第29页 |
| 3.2.2 Three Properties of Language | 第29-30页 |
| 3.2.3 Four Angles of Pragmatic Investigation | 第30-33页 |
| 3.3 Linguistic Adaptation Theory Applied in Advertising Language . 23 | 第33-37页 |
| 3.3.1 The Communicators in the Production of AdvertisingLanguage | 第33-34页 |
| 3.3.2 Advertising Language Production as Linguistic Choice | 第34-35页 |
| 3.3.3 Advertising Language Production as Linguistic Adaptation | 第35-36页 |
| 3.3.4 Contextual Correlates in Advertising Language Production | 第36-37页 |
| Chapter Four Data Analysis and Discussion | 第37-54页 |
| 4.1 Adaptation to the Mental World | 第37-49页 |
| 4.1.1 Non-observance of Quantity Maxim | 第38-41页 |
| 4.1.2 Non-observance of Quality Maxim | 第41-43页 |
| 4.1.3 Non-observance of Relation Maxim | 第43-45页 |
| 4.1.4 Non-observance of Manner Maxim | 第45-49页 |
| 4.2 Adaptation to the Social World | 第49-51页 |
| 4.3 Adaptation to the Physical World | 第51-54页 |
| Chapter Five Conclusion | 第54-59页 |
| 5.1 Summary and Major Findings | 第54-58页 |
| 5.2 Limitations and Suggestions for Studies | 第58-59页 |
| Reference | 第59-62页 |
| 作者简介 | 第62-63页 |
| Acknowledgements | 第63页 |
