| Abstract | 第1-5页 |
| 摘要 | 第5-9页 |
| Tables and Figures | 第9-10页 |
| 1 Introduction | 第10-14页 |
| ·Background of the Study | 第10页 |
| ·Objectives of the Study | 第10-11页 |
| ·Significance of the Study | 第11页 |
| ·Research Design | 第11-12页 |
| ·Framework of the Thesis | 第12-14页 |
| 2 Literature Review | 第14-26页 |
| ·Introduction to Puns | 第14-15页 |
| ·Traditional Studies on Pun | 第15-20页 |
| ·Definition of Pun | 第15-16页 |
| ·Classifications of Pun | 第16-19页 |
| ·Features of Pun | 第19-20页 |
| ·Puns on Other Aspects | 第20页 |
| ·Previous Researches on Pun in Advertisements | 第20-24页 |
| ·Previous Studies of Puns in Advertising by Foreign Scholars | 第21-22页 |
| ·Previous Studies of Puns in Advertising by Chinese Scholars | 第22-24页 |
| ·Summary | 第24-26页 |
| 3 Theoretical Framework | 第26-32页 |
| ·The Evolution of Conceptual Blending Theory | 第26页 |
| ·The Conceptual Blending Theory | 第26-32页 |
| ·The Definition of Mental Space Theory | 第26页 |
| ·The Space Dimension of Conceptual Integration Theory | 第26-30页 |
| ·The Network of Conceptual Blending Theory | 第30-32页 |
| ·Single-framing Network | 第30-31页 |
| ·Frame Network | 第31页 |
| ·One-sided Network | 第31页 |
| ·Two-sided Network | 第31-32页 |
| 4 Data Analysis and Discussion | 第32-58页 |
| ·The Functions of Puns in Advertising | 第32-33页 |
| ·Cognitive Mechanisms of Interpreting Puns in Advertising | 第33-55页 |
| ·Double Contexts-Based Interpretation of Pun | 第35-51页 |
| ·Double Linguistic Contexts | 第35-43页 |
| ·Double Non-linguistic Contexts | 第43-51页 |
| ·Context Conflicts-Based on Interpretation of Pun | 第51-53页 |
| ·Conflicts between Linguistic Contexts | 第51-52页 |
| ·Conflicts between Non-linguistic Contexts | 第52-53页 |
| ·Interpretation Based on Similarities between the Double Contexts | 第53-55页 |
| ·The Similarity between the Linguistic Contexts | 第53-54页 |
| ·The Similarity between Non-linguistic Contexts | 第54-55页 |
| ·Cognitive Conditions of interpreting Puns in Advertising | 第55-58页 |
| ·Cognitive Model | 第55-56页 |
| ·Cultural Model | 第56-58页 |
| 5 Conclusions | 第58-60页 |
| ·Major Findings of the Research | 第58页 |
| ·Limitations of Study | 第58-59页 |
| ·Suggestions for the Further Study | 第59-60页 |
| Acknowledgements | 第60-62页 |
| Bibliography | 第62-66页 |
| Appendix | 第66-68页 |
| Publications | 第68页 |
