文摘
英文文摘
声明
Acknowledgements
Chapter 1 Introduction
1.1 General Introduction
1.2 Brief Introduction of Advertising and Advertising Language
1.2.1 Definition of Advertising
1.2.2 Function of Advertising
1.2.3 Classification of Advertising
1.2.4 Components of Advertising
1.2.5 Advertising Language
1.3 Data Sources and Organization
Chapter 2 Theoretical Background
2.1 Cooperative Principle
2.1.1 Observing the Maxims
2.1.2 Non-observance of the Maxims
2.2 Conversational Implicature
2.2.1 Conventional Implicature
2.2.2 Conversational Implicature
2.3 Previous Studies on English Advertising
2.4 Significance of the Study
Chapter 3 Description and Discussion of the Facts
3.1 Conventional Implicatures in Advertising
3.2 Conversational Implicatures in Advertising
3.2.1 Observing the Maxims
3.2.2 Flouting the CP Maxims in Advertising
3.3 Other Forms of the Non-observance of the Maxims of the CP
Chapter 4 Further Inquiries——from a Socio-cultural Perspective
4.1 Social Factors
4.2 Cultural Factors
4.3 Psychological Factor of the Masses
4.3.1 Material Demand
4.3.2 Spiritual Demand
4.3.3 Purchase of Individuality
4.3.4 Psychology of Privacy
Chapter 5 Conclusion
5.1 Summary
5.2 Limitation of this Study
Bibliography
攻读学位期间的研究成果