| Abstract (English) | 第1-6页 |
| Abstract (Chinese) | 第6-7页 |
| Acknowledgements | 第7-8页 |
| Table of Contents | 第8-11页 |
| Chapter One Introduction | 第11-15页 |
| ·Objective and Significance of the Present Study | 第11-12页 |
| ·Research Method of the Present Study | 第12-13页 |
| ·Organization of the Thesis | 第13-15页 |
| Chapter Two Literature Review | 第15-27页 |
| ·The Definition of Vagueness and Pragmatic Vagueness | 第15-18页 |
| ·Development of Vagueness and Pragmatic Vagueness | 第18-21页 |
| ·The Role of Language in Advertising | 第21-22页 |
| ·Pragmatic Perspective of Advertising Language | 第22-27页 |
| Chapter Three Vagueness in Advertising | 第27-40页 |
| ·Vague Sounds | 第27-29页 |
| ·Homophones | 第27-28页 |
| ·Polysemy | 第28-29页 |
| ·Vague Expressions | 第29-35页 |
| ·Hedges | 第30-31页 |
| ·Blurring Numerals and Quantifiers | 第31-33页 |
| ·Descriptive Adjectives | 第33-35页 |
| ·Vague Structure | 第35-36页 |
| ·Vague Rhetoric | 第36-39页 |
| ·Metaphor | 第36-37页 |
| ·Pun | 第37-39页 |
| ·Summary | 第39-40页 |
| Chapter Four Pragmatic Approach to Vagueness in Advertising | 第40-56页 |
| ·Theoretical Background | 第40-43页 |
| ·Pragmatics as an Ideal Tool | 第40页 |
| ·Gricean Theory of Cooperative Principle | 第40-43页 |
| ·Hypothesis of This Study | 第43页 |
| ·Pragmatic Analysis on the Application of Vagueness in Advertising Language | 第43-55页 |
| ·Flouting of the Maxim of Quality | 第43-48页 |
| ·False or Misleading Content | 第43-46页 |
| ·Approximators | 第46-48页 |
| ·Flouting of the Maxim of Quantity | 第48-50页 |
| ·Flouting of the Maxim of Relevance | 第50-52页 |
| ·Flouting of the Maxim of Manner | 第52-55页 |
| ·Statements Prolix or in an Unusual Order | 第52-53页 |
| ·Punning | 第53-55页 |
| ·Summary | 第55-56页 |
| Chapter Five Pragmatic Functions of Vagueness in Advertising Texts | 第56-63页 |
| ·Positive Functions of Vagueness in Advertising | 第57-61页 |
| ·Conveying Meanings Efficiently | 第57-58页 |
| ·Improving Accuracy | 第58-59页 |
| ·Making Advertisements Impressive and Persuasive | 第59-60页 |
| ·Making Advertisements Aesthetic | 第60-61页 |
| ·Negative Functions of Vagueness in Advertising | 第61-63页 |
| Chapter Six Conclusion | 第63-65页 |
| Bibliography | 第65-69页 |
| Appendix | 第69-71页 |
