| 摘要 | 第1-4页 |
| Abstract | 第4-8页 |
| Introduction | 第8-10页 |
| Chapter 1 Pragmatic Ambiguity | 第10-18页 |
| ·Ambiguity | 第10-13页 |
| ·Definitions of ambiguity | 第10-11页 |
| ·Classification of ambiguity | 第11-12页 |
| ·Features of ambiguity | 第12-13页 |
| ·Pragmatic ambiguity | 第13-15页 |
| ·Definition of pragmatic ambiguity | 第13-14页 |
| ·Classification of pragmatic ambiguity | 第14-15页 |
| ·Features of pragmatic ambiguity | 第15页 |
| ·Pragmatic ambiguity in advertising | 第15-18页 |
| ·Features of advertising | 第15-16页 |
| ·Features of pragmatic ambiguity in advertising | 第16-17页 |
| ·Functions of pragmatic ambiguity in advertising | 第17-18页 |
| Chapter 2 Cognitive Analysis of Context | 第18-26页 |
| ·Studies on context | 第18-19页 |
| ·Classification of context | 第19-21页 |
| ·Studies on cognitive context | 第21-23页 |
| ·Notion of cognitive context | 第21-22页 |
| ·Comparison between traditional context and cognitive context | 第22-23页 |
| ·Cognitive analysis of context theory | 第23-26页 |
| ·Relevance theory | 第23-24页 |
| ·Macro cognitive context and micro cognitive context | 第24页 |
| ·Features of cognitive context | 第24-26页 |
| Chapter 3 Cognitive Analysis of Pragmatic Ambiguity in Advertising | 第26-38页 |
| ·Causes for pragmatic ambiguity in cognitive context | 第27-33页 |
| ·Pragmatic ambiguity caused by generalized selection | 第28-31页 |
| ·Cognitive context information vacancy | 第28-29页 |
| ·Cognitive context socio-psychological representations | 第29页 |
| ·Cognitive context selections by mistake | 第29-31页 |
| ·Pragmatic ambiguity caused by individualized selection | 第31-33页 |
| ·Knowledge frequency of communicators | 第31-32页 |
| ·Cognitive competence of communicators | 第32-33页 |
| ·Selection of cognitive context in advertising | 第33-35页 |
| ·Pragmatic ambiguity caused by generalized selection | 第33-34页 |
| ·Cognitive context information vacancy | 第33页 |
| ·Cognitive context socio-psychological representations | 第33-34页 |
| ·Cognitive context selections by mistake | 第34页 |
| ·Pragmatic ambiguity caused by individualized selection | 第34-35页 |
| ·Knowledge frequency of communicators | 第34-35页 |
| ·Cognitive competence of communicators | 第35页 |
| ·Impacts of cognitive context selection | 第35-38页 |
| ·Intention of advertising | 第35-36页 |
| ·Impacts on consumers’mentality | 第36-37页 |
| ·Impacts on consumers’physical world | 第37-38页 |
| Chapter 4 Advertising Values Brought About by Cognitive Context | 第38-43页 |
| ·Psychological values brought about by cognitive context | 第38-39页 |
| ·Pragmatic values brought about by cognitive context | 第39-43页 |
| ·Aesthetic contentment | 第39-41页 |
| ·Humorous effect | 第41页 |
| ·Materialization of advertising goals | 第41-43页 |
| Chapter 5 Conclusion | 第43-44页 |
| Bibliography | 第44-47页 |
| Acknowledgements | 第47页 |
