| Acknowledgements | 第1-4页 |
| 摘要 | 第4-5页 |
| Abstract | 第5-6页 |
| Contents | 第6-8页 |
| Chapter One Introduction | 第8-12页 |
| ·The Rationale of the Research | 第8-9页 |
| ·The Significance of the Research | 第9-10页 |
| ·Methodology and Data Collection | 第10页 |
| ·Organization of the Thesis | 第10-12页 |
| Chapter Two Literature Review | 第12-22页 |
| ·A Review of the Study of Advertising Language | 第12-19页 |
| ·The Linguistic Perspectives | 第12-17页 |
| ·The Semiotic Approach | 第17-18页 |
| ·The Sociolinguistic Approach | 第18-19页 |
| ·A Review of the Study of Pragmatic Strategies | 第19-21页 |
| ·Definition of Pragmatic Strategy | 第19-20页 |
| ·A Review of the Study of Pragmatic Strategies | 第20-21页 |
| ·Summary | 第21-22页 |
| Chapter Three Theoretical Foundation of the Research | 第22-32页 |
| ·Psychological Model in Consumer Persuasion---the AIDMA Model | 第22-24页 |
| ·The Relevance Theory in Cognitive Pragmatics | 第24-32页 |
| ·Introduction | 第24-26页 |
| ·Cognitive Context | 第26-27页 |
| ·Inference and Contextual Effects | 第27-29页 |
| ·Optimal Relevance | 第29-30页 |
| ·Ostensive-inferential Communication Model | 第30-32页 |
| Chapter Four Pragmatic Strategies in the Cognition of Advertisement | 第32-49页 |
| ·Introduction | 第32-33页 |
| ·Pragmatic Strategies in Attention Attainment | 第33-39页 |
| ·Stronger Stimulation for Hedge-free Attention Strategy | 第34-37页 |
| ·Creating Novelty for Salient Effect | 第37-39页 |
| ·Pragmatic Strategies in Interest Promotion | 第39-43页 |
| ·Pragmatic Strategies in Memory Reinforcement---Branding | 第43-47页 |
| ·Summary of the Chapter | 第47-49页 |
| Chapter Five Pragmatic Strategies in the Emotional Appeal | 第49-58页 |
| ·Introduction | 第49页 |
| ·The Emotional Appeal | 第49-50页 |
| ·Positive-negative Emotion and Mood-emotion Relationship | 第50-52页 |
| ·Pragmatic Strategies and the Emotional Appeal | 第52-58页 |
| Chapter Six Pragmatic Strategies in advertising Problem-solving | 第58-66页 |
| ·Advertisement as Problem-solving | 第58-59页 |
| ·The Role of Volition in Advertisement Problem-solving | 第59-60页 |
| ·Regulation of the Volition over Advertisement Problem-solving | 第60-62页 |
| ·Pragmatic Strategies in the Problem-solving of Advertising Persuasion | 第62-66页 |
| Chapter Seven Conclusion | 第66-68页 |
| ·Research Findings | 第66-67页 |
| ·Implications | 第67页 |
| ·Limitations and Suggestions for Further Studies | 第67-68页 |
| Bibliography | 第68-73页 |
| Appendix | 第73页 |
