| Acknowledgements | 第1-4页 |
| 摘要 | 第4-6页 |
| Abstract | 第6-10页 |
| 1 Introduction | 第10-15页 |
| ·Purpose of the Research | 第10-12页 |
| ·Theoretical Framework | 第12-13页 |
| ·Research Methodology and Data Collection | 第13页 |
| ·Overview of the Thesis | 第13-15页 |
| 2 Literature Review of Advertising Language and Metaphor | 第15-33页 |
| ·Previous Researches on Advertising Language | 第15-25页 |
| ·Previous Researches on Metaphor | 第25-33页 |
| 3 Relevance Theory | 第33-44页 |
| ·Context and Cognitive Environment | 第33-35页 |
| ·Relevance, Cognitive Effects and Effort | 第35-38页 |
| ·Our Proposal of the Degree of Relevance | 第37-38页 |
| ·Two Principles of Relevance | 第38-39页 |
| ·Explicature and Implicature | 第39-41页 |
| ·The Inferential Comprehension Procedure with Our Proposed Flowchart | 第41-44页 |
| 4 Relevance Theoretic Account of Metaphor in Advertising Communication | 第44-55页 |
| ·Advertising as Ostensive-inferential Communication Mode | 第44-49页 |
| ·Metaphor as a Loose Talk | 第49-51页 |
| ·Metaphor Understanding Process as a Search for Weak Implicatures | 第51-55页 |
| 5 Case Study | 第55-64页 |
| ·Case1 | 第55-57页 |
| ·Case 2 | 第57-60页 |
| ·Case 3 | 第60-64页 |
| 6 Conclusion | 第64-68页 |
| ·General Findings and Significance of the Thesis | 第64-66页 |
| ·Limitations of the Thesis | 第66-67页 |
| ·Suggestions for Future Research | 第67-68页 |
| Reference | 第68-70页 |
| Appendix: Examples of Advertisements | 第70-73页 |
