| Declaration | 第1-4页 |
| 英文摘要 | 第4-5页 |
| Acknowledgements | 第5-11页 |
| Chapter 1 Introduction | 第11-20页 |
| 1．1 The Significance of the Study | 第11-12页 |
| 1．2 The Definition of Adaptation, Strategies, Pragmatic Meaning and Commercial Consumer Advertising | 第12-13页 |
| 1．3 Clarification of Some Issues | 第13-15页 |
| 1．4 Rationale | 第15-17页 |
| 1．5 Data Collection and Research Method | 第17页 |
| 1．6 Objective of the Present Study | 第17-18页 |
| 1．7 Research Questions | 第18页 |
| 1．8 The Rough Structure of the Thesis | 第18-20页 |
| Chapter 2 Literature Review | 第20-39页 |
| 2．1 Approaches to Advertising Language | 第20-36页 |
| 2．1．1 Approaches from the Non-Linguistic Perspective | 第20-22页 |
| 2．1．2 Approaches from the Rhetorical Perspective | 第22-24页 |
| 2．1．2．1 Style or Discourse Types | 第22-23页 |
| 2．1．2．2 Rhetorical Techniques | 第23-24页 |
| 2．1．3 An Approach from the Semantic Perspective | 第24-26页 |
| 2．1．4 Approaches from the Pragmatic Perspective | 第26-36页 |
| 2．1．4．1 Approaches Related to The Cooperative Principle | 第26-30页 |
| 2．1．4．2 Approaches Related to Relevance Theory | 第30-32页 |
| 2．1．4．3 Approaches to Linguistic Devices and Features | 第32-34页 |
| 2．1．4．4 Approaches from the Perspective of Discourse Analysis | 第34-36页 |
| 2．2 Limitations of Previous Studies | 第36-37页 |
| 2．3 The Theory Used in the Present Research | 第37-39页 |
| Chapter 3 Theoretical Framework | 第39-57页 |
| 3．1 A General Introduction to Adaptation Theory | 第39-45页 |
| 3．1．1 Pragmatics as a Functional Perspective on Language Use | 第39-41页 |
| 3．1．2 The Contextual Correlates of Adaptability | 第41-45页 |
| 3．1．2．1 A General Description of the Contextual Correlates | 第42-43页 |
| 3．1．2．2 The Role of Mental World in Communication | 第43-44页 |
| 3．1．2．3 The Role of the Utterer and the Interpreter | 第44-45页 |
| 3．2 Advertising Language | 第45-54页 |
| 3．2．1 A General Picture | 第45-48页 |
| 3．2．1．1 Advertising as Linguistic Communication | 第45-46页 |
| 3．2．1．2 Advertising as Linguistic Choice | 第46页 |
| 3．2．1．3 Advertising as Linguistic Adaptation | 第46-48页 |
| 3．2．2 Adaptation to the Mental World | 第48-53页 |
| 3．2．2．1 Ingredients of the Communicative Context | 第48-49页 |
| 3．2．2．2 The Frame of Meaning for Advertising | 第49-53页 |
| 3．2．2．2．1 The Role of Communicative Goal in the Mental World | 第49页 |
| 3．2．2．2．2 The Communicators in Advertising Communication | 第49-50页 |
| 3．2．2．2．3 The Communicative Situation | 第50-51页 |
| 3．2．2．2．4 The Frame of Meaning for Advertising and Its Relation to the Assessment of the Audience's Mental World | 第51-53页 |
| 3．2．3 The Structural Objects of Adaptability | 第53页 |
| 3．2．4 Advertising Production as a Dynamic Process of Communication | 第53-54页 |
| 3．3 A Plan for the Analysis | 第54-57页 |
| Chapter 4 The Process Of Adaptation In Advertising Language Production | 第57-82页 |
| 4．1 A Rough Picture of the Process of Adaptation | 第57-58页 |
| 4．2 Variability along the Continuum of Directness and Indirectness | 第58-66页 |
| 4．2．1 The Continuum of Directness and Indirectness | 第58-59页 |
| 4．2．2 Variability Displayed in Advertising Language | 第59-66页 |
| 4．2．2．1 Direct Appeal | 第59-61页 |
| 4．2．2．2 Indirect Appeal | 第61-66页 |
| 4．2．2．2．1 Explicit Claim | 第61-63页 |
| 4．2．2．2．2 Implicit Claim | 第63-66页 |
| 4．3 Negotiable Choices Made to Adapt to the Audience's mental world | 第66-80页 |
| 4．3．1 Interplay between Explicit and Implicit Meaning | 第66-67页 |
| 4．3．2 Negotiable Choices Made to Adapt to the Two Aspects of the Audience | 第67-80页 |
| 4．3．2．1 Negotiable Choices Made to Adapt to Cognitive Factors | 第68-75页 |
| 4．3．2．1．1 Adaptation to the way the Audience Evaluates the Product or the Producer | 第68-69页 |
| 4．3．2．1．2 Adaptation to the Audience's Way of Perceiving | 第69-75页 |
| 4．3．2．2 Negotiable Choices Made to Adapt to Emotive Factors | 第75-80页 |
| 4．3．2．2．1 Manipulation of Credibility | 第75-77页 |
| 4．3．2．2．2 Adaptation to the Audience's Needs and Desires | 第77-80页 |
| 4．4 A Summary of the Present Discussion | 第80-82页 |
| Chapter 5 Conclusion | 第82-88页 |
| 5．1 Overview | 第82页 |
| 5．2 Summary of the Major Findings | 第82-84页 |
| 5．2．1 The Provision of a Framework for the Analysis of Advertising Language | 第82-83页 |
| 5．2．2 Adaptation in Advertising Language | 第83-84页 |
| 5．2．2．1 Variability in Advertising Language | 第83页 |
| 5．2．2．2 Adaptability in Advertising Language | 第83-84页 |
| 5．2．2．3 Negotiability in Advertising Language | 第84页 |
| 5．3 Implications of the present study | 第84-85页 |
| 5．4 Limitations of the present study and suggestions for further research | 第85-88页 |
| 5．4．1 Limitations of the Study | 第85-87页 |
| 5．4．2 Suggestions for Further Research | 第87-88页 |
| Bibliography | 第88-92页 |
