| Acknowledge | 第1-8页 |
| Abstract | 第8-12页 |
| Contents | 第12-15页 |
| Introduction | 第15-17页 |
| Chapter One A Review of Previous Approaches to Ad Language | 第17-25页 |
| ·Introduction | 第17-18页 |
| ·Literature on Ad language: an overview | 第18-22页 |
| ·Semiotic analysis of ad language | 第18-19页 |
| ·Stylistic analysis of ad language | 第19-20页 |
| ·Discourse analysis of ad language | 第20页 |
| ·Pragmatic analysis of ad language | 第20-22页 |
| ·Austin's Speech Act Theory | 第20-21页 |
| ·Grice's Cooperative Principle and Maxims | 第21-22页 |
| ·Statement of Problem | 第22-24页 |
| ·The Purpose of the Thesis | 第24页 |
| ·Summary | 第24-25页 |
| Chapter Two A Framework for an Account of Ad Language | 第25-38页 |
| ·Introduction | 第25页 |
| ·Some useful notions | 第25-35页 |
| ·Relevance | 第25-27页 |
| ·Contextual effects | 第27-28页 |
| ·Mutual knowledge vs. mutual manifestness | 第28-32页 |
| ·Context | 第32-35页 |
| ·Some Principles in Relevance Theory | 第35-37页 |
| ·Summary | 第37-38页 |
| Chapter Three Advertising as Communication | 第38-50页 |
| ·Introduction | 第38页 |
| ·Sperber & Wilson's Account of Communication | 第38-44页 |
| ·Ostension in advertising | 第40-42页 |
| ·Inference | 第42-43页 |
| ·Two levels of intentions | 第43-44页 |
| ·Overt Communication vs. Covert Communication | 第44-49页 |
| ·Ostensive communication in advertisement | 第45-46页 |
| ·Covert communication in advertisement | 第46-49页 |
| ·Summary | 第49-50页 |
| Chapter Four Proposition Expressed in Ad Language | 第50-62页 |
| ·Introduction | 第50页 |
| ·Explicatures and Implicatures | 第50-51页 |
| ·Three Processes in Deriving the Proposition Expressed | 第51-61页 |
| ·Disambiguation and reference assignment in the interpretation of ad language | 第56-58页 |
| ·Enrichment in ad language | 第58-61页 |
| ·Summary | 第61-62页 |
| Chapter Five Metaphor in Ad Language | 第62-73页 |
| ·Introduction | 第62页 |
| ·Interpretative Resemblance and Loose Talk | 第62-65页 |
| ·Strong Implicatures and Weak Implicatures | 第65-66页 |
| ·Metaphors in Ad Language | 第66-71页 |
| ·Summary | 第71-73页 |
| Chapter Six Proverbs in Ad Language | 第73-84页 |
| ·Introduction | 第73页 |
| ·Echoic Utterance | 第73-75页 |
| ·Proverbs and Sayings in English Advertisements | 第75-77页 |
| ·Proverbs Variants in Advertisements | 第77-80页 |
| ·Proverbs in Chinese Advertisements | 第80-82页 |
| ·Summary | 第82-84页 |
| Chapter Seven Ad Style and Its Poetic Effects | 第84-93页 |
| ·Introduction | 第84页 |
| ·Style is The Relationship | 第84-85页 |
| ·Poetic Style | 第85-86页 |
| ·Poetic Effects of Figures of Speech in Ad Language | 第86-92页 |
| ·Alliteration | 第87-88页 |
| ·Repetition | 第88-89页 |
| ·Hyperbole | 第89-90页 |
| ·Pun | 第90-92页 |
| ·Summary | 第92-93页 |
| Conclusion | 第93-95页 |
| Bibliography | 第95-98页 |
