| 摘 要 | 第1-4页 |
| Abstract | 第4-5页 |
| Acknowledgements | 第5-6页 |
| Table of Contents | 第6-7页 |
| Chapter One Introduction | 第7-15页 |
| ·General Description | 第7-8页 |
| ·Advertising and Advertising Language | 第8-10页 |
| ·Literature Review | 第10-13页 |
| ·Research Methodology and Data Collection | 第13-15页 |
| Chapter Two Cooperative Principle, Politeness Principle and Advertising Language | 第15-39页 |
| ·Cooperative Principle | 第15-28页 |
| ·Observing the Maxims | 第16-20页 |
| ·Non-Observance of the Maxims | 第20-21页 |
| ·Non-Observance of the CP in Advertising Language | 第21-28页 |
| ·Politeness Principle | 第28-39页 |
| ·Introduction of the Politeness Theories | 第28-29页 |
| ·PP Maxims | 第29-35页 |
| ·Geoffrey Leech’s Interpersonal Rhetoric | 第35-39页 |
| Chapter Three Case Analysis: the Non-Observance of the CP in Advertising Language | 第39-61页 |
| ·Toward A Pragmatic Approach: The PP as Rescuing the CP in Advertising Language | 第39-42页 |
| ·Flouting the CP Maxims | 第42-58页 |
| ·Flouting the Maxim of Quantity | 第42-46页 |
| ·Flouting the Maxim of Quality | 第46-51页 |
| ·Flouting the Maxim of Relation | 第51-55页 |
| ·Flouting the Maxim of Manner | 第55-58页 |
| ·Other Forms of the Non-Observance of the CP | 第58-61页 |
| Chapter Four General Discussion | 第61-67页 |
| ·On the Case Analysis | 第61-63页 |
| ·Toward a Psychological Interpretation | 第63-64页 |
| ·On American Cultural Values | 第64-67页 |
| Chapter Five Conclusion | 第67-70页 |
| ·Summary | 第67-68页 |
| ·Significance of the Findings | 第68页 |
| ·Limitations of this Research and Suggestions for Further Studies | 第68-70页 |
| Bibliography | 第70-72页 |
