| 摘要 | 第6-7页 |
| Abstract | 第7页 |
| Chapter One Introduction | 第11-18页 |
| 1.1 Research Background | 第11-15页 |
| 1.1.1 Nature of Advertisement | 第12-13页 |
| 1.1.2 Previous Researches on Advertisements | 第13-15页 |
| 1.2 Aims and Significance of this Study | 第15-16页 |
| 1.3 Research Method | 第16-18页 |
| Chapter Two Theoretical Framework:Lexical Pragmatics | 第18-32页 |
| 2.1 Theory of Lexical Pragmatics | 第18-22页 |
| 2.1.1 Concept of Lexical Pragmatics | 第18-20页 |
| 2.1.2 Relevance Theory as Mechanism of Lexical Pragmatics | 第20-22页 |
| 2.1.3 Basic Subject of Lexical Pragmatics:Pragmatic Enrichment | 第22页 |
| 2.2 Approaches to Pragmatic Enrichment | 第22-32页 |
| 2.2.1 Pragmatic Narrowing | 第23-27页 |
| 2.2.1.1 Concept of Pragmatic Narrowing | 第23-26页 |
| 2.2.1.2 Narrowing of Deictic Expressions | 第26页 |
| 2.2.1.3 Narrowing of Scalar Adjectives | 第26-27页 |
| 2.2.1.4 Narrowing of Other Words | 第27页 |
| 2.2.2 Pragmatic Broadening | 第27-32页 |
| 2.2.2.1 Concept of Pragmatic Broadening | 第27-30页 |
| 2.2.2.2 Approximation | 第30页 |
| 2.2.2.3 Category Extension | 第30-31页 |
| 2.2.2.4 Radical Varieties of Extension | 第31-32页 |
| Chapter Three Statistic Description of Pragmatic Enrichment in EnglishAdvertisements | 第32-40页 |
| 3.1 Data Analysis of Narrowing | 第32-35页 |
| 3.1.1 Common Forms of Narrowing in English Advertisements | 第32-33页 |
| 3.1.2 Subtypes of Narrowing in English Advertisements | 第33-35页 |
| 3.2 Statistic Analysis of Broadening | 第35-40页 |
| 3.2.1 Common Forms of Broadening | 第36页 |
| 3.2.2 Subtypes of Broadening in English Advertisements | 第36-40页 |
| Chapter Four Analysis of Pragmatic Narrowing in English Advertisements | 第40-54页 |
| 4.1 Pragmatic Narrowing Achieved by Optimal Relevance | 第40-48页 |
| 4.1.1 Lexical Pragmatic Account of Deictic Expressions | 第40-44页 |
| 4.1.1.1 Narrowing of Person Deictic Expressions | 第41-43页 |
| 4.1.1.2 Narrowing of Time Deictic Expressions | 第43-44页 |
| 4.1.1.3 Narrowing of Place Deictic Expressions | 第44页 |
| 4.1.2 Lexical Pragmatic Account of Scalar Adjectives | 第44-46页 |
| 4.1.2.1 Narrowing of Degree in Scalar Adjectives | 第45-46页 |
| 4.1.2.2 Narrowing of Scalar Adjectives that Designate Scope | 第46页 |
| 4.1.3 Narrowing of Other Words | 第46-48页 |
| 4.1.3.1 Meaning Adjustment of Ambiguous Words | 第47页 |
| 4.1.3.2 Meaning Adjustment of Words with Specific Referent | 第47-48页 |
| 4.2 Effects of Pragmatic Narrowing in English Advertisement | 第48-54页 |
| 4.2.1 Cognitive Process of Narrowing in English Advertisements | 第49-50页 |
| 4.2.2 Impact of Pragmatic Narrowing | 第50-54页 |
| Chapter Five Analysis of Pragmatic Broadening in English Advertisements | 第54-67页 |
| 5.1 Relevance-theoretic Interpretation of Pragmatic Broadening | 第54-62页 |
| 5.1.1 Pragmatic Broadening of Approximation | 第54-56页 |
| 5.1.1.1 Broadening of Round Numbers | 第55页 |
| 5.1.1.2 Broadening of Negative Terms | 第55-56页 |
| 5.1.2 Lexical Pragmatic Analysis of Category Extension | 第56-58页 |
| 5.1.2.1 Category Extension of Brand Names | 第56-58页 |
| 5.1.2.2 Category Extension of Salient Words | 第58页 |
| 5.1.3 Lexical Adjustment of Hyperbole | 第58-60页 |
| 5.1.3.1 Superlative Adjectives in Hyperbole | 第59-60页 |
| 5.1.3.2 Infinite Pronouns in Hyperbole | 第60页 |
| 5.1.4 Pragmatic Broadening of Metaphor | 第60-62页 |
| 5.1.4.1 Broadening of Noun Metaphor | 第61-62页 |
| 5.1.4.2 Broadening of Predicate Metaphor | 第62页 |
| 5.2 Effects of Pragmatic Broadening in English Advertisements | 第62-67页 |
| 5.2.1 Cognitive Process of Broadening in English Advertisements | 第63-64页 |
| 5.2.2 Pragmatic Effect of Broadening | 第64-67页 |
| Chapter Six Conclusion | 第67-70页 |
| 6.1 Major Findings of the Study | 第67-68页 |
| 6.2 Limitations and Further Suggestions | 第68-70页 |
| Acknowledgements | 第70-71页 |
| Bibliography | 第71-74页 |
| Paper Published | 第74页 |
