| Abstract | 第1-7页 |
| 摘要 | 第7-12页 |
| Chapter 1 Introduction | 第12-16页 |
| ·Research background | 第12-13页 |
| ·Research objectives and significance | 第13-14页 |
| ·Data collection and research methodology | 第14-15页 |
| ·Organization of the thesis | 第15-16页 |
| Chapter 2 Literature Review | 第16-30页 |
| ·Definition of advertising and advertising language | 第16页 |
| ·Researches of advertising language | 第16-20页 |
| ·From the perspective of stylistics | 第16-18页 |
| ·From the perspective of semiotics | 第18-19页 |
| ·From the perspective of pragmatics | 第19-20页 |
| ·Studies of language variation | 第20-28页 |
| ·From the perspective of social variation | 第20-23页 |
| ·From the perspective of artistic deviation | 第23-27页 |
| ·Related studies in language deviation of advertising | 第27-28页 |
| ·Limitations of previous studies | 第28-30页 |
| Chapter 3 Theoretical Framework | 第30-39页 |
| ·The rationale of relevance theory | 第30-33页 |
| ·Cognitive environment and mutual manifestness | 第31-32页 |
| ·Contextual effects and principle of relevance | 第32-33页 |
| ·Two perspectives in this thesis | 第33-38页 |
| ·Optimal relevance | 第34-35页 |
| ·Ostensive-inferential communication | 第35-38页 |
| ·Summary | 第38-39页 |
| Chapter 4 Optimal Relevance in Advertising Language Deviation | 第39-60页 |
| ·Optimal relevance in advertising lexical deviation | 第39-47页 |
| ·Lexical deviation in compounding | 第40-43页 |
| ·Lexical deviation in coinage | 第43-45页 |
| ·Lexical deviation in intentional misspellings | 第45-47页 |
| ·Optimal relevance in advertising grammatical deviation | 第47-52页 |
| ·Grammatical deviation in elliptical sentences | 第48-50页 |
| ·Grammatical deviation in disjunctive sentences | 第50-52页 |
| ·Optimal relevance in advertising semantic deviation | 第52-60页 |
| ·Semantic deviation in metaphor | 第52-55页 |
| ·Semantic deviation in irony | 第55-57页 |
| ·Semantic deviation in paradox | 第57-60页 |
| Chapter 5 Ostensive-Inferential Communication in Advertising Language Deviation | 第60-74页 |
| ·Ostensive-inferential communication in advertising lexical deviation | 第60-66页 |
| ·Lexical deviation in affixation | 第61-63页 |
| ·Lexical deviation in functional conversion | 第63-64页 |
| ·Lexical deviation in loanwords | 第64-66页 |
| ·Ostensive-inferential communication in advertising grammatical deviation | 第66-69页 |
| ·Grammatical deviation in unusual collocations | 第66-68页 |
| ·Grammatical deviation in change of word order | 第68-69页 |
| ·Ostensive-inferential communication in advertising semantic deviation | 第69-74页 |
| ·Semantic deviation in puns | 第69-71页 |
| ·Semantic deviation in overstatements | 第71-74页 |
| Chapter 6 Conclusion | 第74-77页 |
| ·Major findings of the study | 第74-76页 |
| ·Limitations of the research | 第76页 |
| ·Suggestions for further research | 第76-77页 |
| Bibliography | 第77-81页 |
| 攻读硕士学位期间主要科研成果 | 第81-82页 |
| Acknowledgements | 第82页 |
