封面
声明
英文摘要
中文摘要
目录
Chapter One Introduction
1.1 The Origin of the Study
1.2 The Purpose of the Study
1.3 The Scope of the Study
1.4 The Organization of the Thesis
Chapter Two Literature Review
2.1 Introduction
2.2 Previous Studies on Advertising
2.3 Previous Studies on Advertising Language
2.4 Summary
Chapter Three Theoretical Framework
3.1 Introduction
3.2 The Gricean Theory of Conversational Implicature
3.2.1 The Cooperative Principle
3.2.2 Violation of the Maxims
3.3 Types of Implicatures
3.4 Context
3.5 Summary
Chapter Four Case Analysis:Implicatures Generated in English Advertisements
4.1 Introduction
4.2 Conventional Implicatures in English Advertisements
4.3 Conversational Implicatures in English Advertisements
4.4 Statistical Analysis
4.5 Motives for the Conversational Implicatures in Advertising
4.6 Summary
Chapter Five The Impact of Conversational Implicature on Diction in English Advertisements
5.1 Use of Simple Verbs
5.2 Use of Evaluative Adjectives
5.3 Use of Compounds
5.4 Use of Coinages and Misspelling
5.5 Summary
Chapter Six Conclusion
6.1 Findings of the Research
6.2 The Implications of the Study
6.3 The Limitations of the Study
6.4 Suggestions for Future Study
Works Cited
Publications