| Abstract | 第1-5页 |
| 摘要 | 第5-8页 |
| Chapter One Introduction | 第8-12页 |
| ·Rationale and Significance of the Study | 第8-10页 |
| ·Research Questions | 第10页 |
| ·Research Methodology and Data Collection | 第10-11页 |
| ·The Framework of This Study | 第11-12页 |
| Chapter Two Literature Review | 第12-25页 |
| ·Previous Researches on Advertising | 第12-18页 |
| ·Definition of Advertising | 第12-13页 |
| ·Classification of Advertising | 第13-15页 |
| ·Elements of Advertising | 第15-17页 |
| ·Functions of Advertising | 第17-18页 |
| ·Previous Studies on Advertising at Home and Abroad | 第18-19页 |
| ·Previous Studies on Metaphor | 第19-25页 |
| ·The Rhetoric Study of Metaphor | 第20-21页 |
| ·The Semantic Study of Metaphor | 第21-22页 |
| ·The Cognitive Study of Metaphor | 第22-23页 |
| ·The Pragmatic Study of Metaphor | 第23-25页 |
| Chapter Three Relevance Theoretic Account of Metaphor Translation in English Advertising | 第25-32页 |
| ·A brief Account of Relevance Theory | 第25-28页 |
| ·Cognitive Environment and Mutual Manifestness | 第25-26页 |
| ·Ostensive-Inferential Communication | 第26-27页 |
| ·Contextual Effects | 第27页 |
| ·The Principle of Relevance and Optimal Relevance | 第27-28页 |
| ·Metaphor Understanding in English Advertising with Relevance Theory | 第28-32页 |
| ·Advertising as an Ostensive-Inferential Communication | 第28-29页 |
| ·Metaphor as an Ostensive Stimulus | 第29-30页 |
| ·Metaphor as a Loose Talk | 第30-31页 |
| ·Metaphor as a Search for Weak Implicature | 第31-32页 |
| Chapter Four Strategies of Metaphor Translation in English Advertising with Relevance Theory | 第32-41页 |
| ·General Information about Advertising Translation | 第32-33页 |
| ·Metaphor Translation with Relevance Theory | 第33-34页 |
| ·Strategies of Metaphor Translation in Advertising | 第34-41页 |
| ·Reserving of the Same Image in the Target Language | 第35-37页 |
| ·Replacing the Image in the Source Language by a Standard Image in the Target Language | 第37-38页 |
| ·Compensating the Gap between the Source Language and the Target Language | 第38-39页 |
| ·Condensing the Source Text into a Brief Target Text | 第39-41页 |
| Chapter Five Conclusion | 第41-44页 |
| ·Findings of This Study | 第41-42页 |
| ·Limitations of This Study | 第42页 |
| ·Suggestions for Further Study | 第42-44页 |
| Bibliography | 第44-46页 |
| Acknowledgements | 第46页 |
