| Acknowledgments | 第1-5页 |
| 内容摘要 | 第5-7页 |
| Abstract | 第7-11页 |
| 1. Introduction | 第11-15页 |
| ·Objective and Significance of the Present Study | 第11-12页 |
| ·Methodology and Data Collection | 第12-14页 |
| ·Organization of the Thesis | 第14-15页 |
| 2. Literature Review | 第15-27页 |
| ·Definition of Weasel Word | 第15-16页 |
| ·Relevant Research | 第16-18页 |
| ·Foreign Researches | 第16-18页 |
| ·Domestic Researches on Vagueness | 第18页 |
| ·Theoretical Framework of the Present Study | 第18-27页 |
| ·Gricean Theory of Conversational Implicature | 第19-21页 |
| ·Verschueren's Linguistic Adaptation Theory | 第21-27页 |
| 3. Weasel Words in English and Chinese Advertising | 第27-67页 |
| ·Weasel Words in Adverts for Automobiles | 第27-39页 |
| ·Weasel Words in English Adverts for Automobile | 第27-33页 |
| ·Weasel Words in Chinese Adverts for Automobiles | 第33-37页 |
| ·Comparison and Analysis | 第37-39页 |
| ·Weasel Words in Adverts for Estate | 第39-47页 |
| ·Weasel Words in English Adverts for Estate | 第39-42页 |
| ·Weasel Words in Chinese Adverts for Estate | 第42-45页 |
| ·Comparison and Analysis | 第45-47页 |
| ·Weasel Words in Adverts for Hi-tech Products | 第47-52页 |
| ·Weasel Words in English Adverts for Hi-tech Products | 第47-49页 |
| ·Weasels Words in Chinese Adverts for Hi-tech Products | 第49-51页 |
| ·Comparison and Analysis | 第51-52页 |
| ·Weasel Words in Adverts for Cosmetics | 第52-58页 |
| ·Weasel Words in English Adverts for Cosmetics | 第52-55页 |
| ·Weasel Words in Chinese Adverts for Cosmetics | 第55-57页 |
| ·Comparison and Analysis | 第57-58页 |
| ·Weasel Words in Adverts for Hygienic Products | 第58-63页 |
| ·Weasel Words in English Adverts for Hygienic Products | 第58-60页 |
| ·Weasel Words in Chinese Adverts for Hygienic Products | 第60-62页 |
| ·Comparison and Analysis | 第62-63页 |
| ·Summary | 第63-67页 |
| 4. Functions of Weasel Words in Advertising | 第67-72页 |
| ·Increasing the Attention and Memory Value | 第67-68页 |
| ·Enhancing the Interpretive Flexibility of the Advertisement | 第68页 |
| ·Helping Escaping Responsibility on the Part of Advertisers | 第68-69页 |
| ·Contributing Accuracy to Linguistic Communication | 第69-72页 |
| 5. Conclusion | 第72-75页 |
| ·Summary of the Study | 第72-73页 |
| ·Implications of the Study | 第73-74页 |
| ·Limitations | 第74-75页 |
| Bibliography | 第75-77页 |
| Appendix 1 Excerpts of 100 English Advertisements | 第77-82页 |
| Appendix 2 Excerpts of 100 Chinese Advertisements | 第82-85页 |
