| Abstract (in Chinese) | 第4-5页 |
| Abstract (in English) | 第5-6页 |
| Acknowledgements | 第7-8页 |
| Contents | 第8-10页 |
| Chapter One Introduction | 第10-15页 |
| 1.1. Background of the research | 第10-12页 |
| 1.2. Proposal of research purpose and research questions | 第12-13页 |
| 1.2.1. Research purpose | 第12-13页 |
| 1.2.2. Research questions | 第13页 |
| 1.3. Significance of the research project | 第13-14页 |
| 1.4. Contents of the remaining chapters | 第14-15页 |
| Chapter Two Vagueness and Vague Language | 第15-24页 |
| 2.1. The concept of vagueness | 第15-16页 |
| 2.2. Definitions and research on vague language | 第16-21页 |
| 2.3. Vague language in advertising | 第21-24页 |
| Chapter Three Adaptation and Advertising | 第24-36页 |
| 3.1. Verschueren's Adaptation Theory | 第24-28页 |
| 3.1.1. Adaptation as a strategy | 第26-27页 |
| 3.1.2. The contextual correlates of adaptability | 第27-28页 |
| 3.2. Adaptation in advertising language | 第28-30页 |
| 3.2.1. Advertising as linguistic communication | 第28-29页 |
| 3.2.2. Advertising as linguistic choice | 第29页 |
| 3.2.3. Advertising as linguistic adaptation | 第29-30页 |
| 3.3. Adaptation in advertising to consumer's psychology | 第30-34页 |
| 3.3.1. Elements in communication context | 第30-31页 |
| 3.3.2. The communication goal of advertising | 第31页 |
| 3.3.3. The role of psychology in communication | 第31-32页 |
| 3.3.4.. The communicators in advertising communication | 第32-34页 |
| 3.3.5. The communication situation | 第34页 |
| 3.4. The structural objects of adaptability in advertising | 第34-35页 |
| 3.5. Advertising production as a dynamic process of adaptation | 第35-36页 |
| Chapter Four Vague language in advertising to consumer psychology and consumer behavior | 第36-59页 |
| 4.1. Consumer psychology and consumer behavior | 第36-37页 |
| 4.2. Vague language adaptation in advertising to the psychology of consumer | 第37-52页 |
| 4.2.1. The function of vague language in advertising | 第38-43页 |
| 4.2.2. Adaptation channels of vague language in advertising to the psychology of consumer | 第43-52页 |
| 4. 2.2.1. motivation | 第44-46页 |
| 4.2.2.2. perception | 第46-49页 |
| 4. 2.2.3. attitude | 第49-51页 |
| 4.2.2.4. memory | 第51-52页 |
| 4.3. Vague language in advertising to consumer behavior | 第52-59页 |
| 4.3.1. Stimulating consumer's motivation | 第52-54页 |
| 4.3.2. Stimulating consumer's purchase desire | 第54-56页 |
| 4.3.3. Adapting to or changing the consumer's attitudes | 第56-57页 |
| 4.3.4. Inspiring the consumer's imagination and emotional experience | 第57-59页 |
| Chapter Five A model of consumer behavior enhancement through vague language in advertising | 第59-75页 |
| 5.1. The structure of the model | 第59页 |
| 5.2. The contents of the model | 第59-73页 |
| 5.3. The cautions of this model | 第73-75页 |
| Chapter Six Conclusion | 第75-77页 |
| 6.1. Major findings of this research | 第75-76页 |
| 6.2. Limitations of the present study | 第76页 |
| 6.3. Recommendations for future research | 第76-77页 |
| References | 第77-81页 |
| Appendix: References of Advertisement | 第81-82页 |
| Note | 第82页 |
