| 摘要 | 第1-7页 |
| Abstract | 第7-11页 |
| Chapter One Introduction | 第11-22页 |
| ·General description of the study | 第11-14页 |
| ·Research background | 第11-12页 |
| ·Objectives of the study | 第12页 |
| ·Methodology and data collection | 第12-13页 |
| ·Layout of the thesis | 第13-14页 |
| ·General description of advertising puns | 第14-17页 |
| ·Definition of pun | 第14页 |
| ·Three constituent elements of a pun | 第14-15页 |
| ·Puns and ambiguity | 第15-16页 |
| ·Classification of puns | 第16-17页 |
| ·Literature review:previous studies on advertising puns | 第17-22页 |
| Chapter Two Relevance Theory and Advertising | 第22-30页 |
| ·Overview of Relevance Theory | 第22页 |
| ·Relevance Theory and Its Account of Communication and Inference | 第22-28页 |
| ·Ostensive-inferential communication | 第22-23页 |
| ·Definition of Relevance | 第23-24页 |
| ·Principles of Relevance | 第24-25页 |
| ·The nature and selecting of context | 第25-26页 |
| ·Relevance-theoretic comprehension procedure | 第26-28页 |
| ·Advertising as an ostensive-inferential communication | 第28-30页 |
| Chapter Three Cognitive Process of Advertising Puns | 第30-56页 |
| ·A relevance-theoretic cognitive process of advertising puns:case study | 第30-53页 |
| ·Nonsense puns | 第30-40页 |
| ·Puns with rejected interpretation contributing to the intended one | 第40-46页 |
| ·Puns with two interpretations intended | 第46-53页 |
| ·Summary:Optimal-relevance arriving process of advertising puns | 第53-56页 |
| Chapter Four Pragmatic Functions of Advertising Puns | 第56-61页 |
| ·Attracting and holding attention by extra cognitive effort | 第56-57页 |
| ·Conveying much information by extra cognitive effect | 第57-59页 |
| ·Avoiding social taboos by indirect contextual implications | 第59-61页 |
| Chapter Five Conclusion | 第61-63页 |
| ·Findings | 第61页 |
| ·Implications | 第61-62页 |
| ·Limitations and suggestions for further study | 第62-63页 |
| ·Limitations | 第62页 |
| ·Suggestions | 第62-63页 |
| Acknowledgements | 第63-64页 |
| Bibliography | 第64-66页 |
