| Acknowledgements | 第1-5页 |
| Abstract | 第5-9页 |
| 摘要 | 第9-12页 |
| Contents | 第12-14页 |
| Chapter Ⅰ Introduction | 第14-17页 |
| ·Origin of the study | 第14-15页 |
| ·Necessity, significance and objective of the study | 第15页 |
| ·Methodology of the study | 第15-16页 |
| ·Organization of the thesis | 第16-17页 |
| Chapter Ⅱ Literature Review | 第17-25页 |
| ·Fuzzy theory | 第17-20页 |
| ·Fuzzy rhetoric | 第20-22页 |
| ·Rhetoric | 第20页 |
| ·Fuzzy rhetoric | 第20-22页 |
| ·Psychological mechanism of fuzzy rhetoric | 第22-25页 |
| Chapter Ⅲ Fuzzy Rhetoric Applied to Advertising Language | 第25-45页 |
| ·Advertising language | 第25-28页 |
| ·Fuzzy rhetorical devices in advertising language | 第28-44页 |
| ·Phonetic fuzziness | 第29-30页 |
| ·Lexical fuzziness | 第30-36页 |
| ·Hedges | 第31-33页 |
| ·Euphemism | 第33-36页 |
| ·Grammatical fuzziness | 第36-37页 |
| ·Figures of speech for showing fuzziness | 第37-42页 |
| ·Use of simile or metaphor | 第38-39页 |
| ·Use of personification | 第39页 |
| ·Use of pun | 第39-41页 |
| ·Use of hyperbole | 第41-42页 |
| ·Use of punctuation | 第42-44页 |
| ·Summary | 第44-45页 |
| Chapter Ⅳ The Analysis of Psychological Mechanism of Fuzzy Rhetoric in Advertising Language | 第45-55页 |
| ·From the perspective of relevance inference of utterance interpretation | 第46-48页 |
| ·From the perspective of the Principle of Economy and the Principle of Least Effort | 第48-50页 |
| ·From the perspective of association function of human beings | 第50-52页 |
| ·From the perspective of implication function of advertising language | 第52-55页 |
| Chapter Ⅴ Conclusion | 第55-57页 |
| ·Findings and limits of the study | 第55-56页 |
| ·Suggestions for future studies | 第56-57页 |
| Bibliography | 第57-61页 |
| Appendix | 第61页 |
