| 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页 |
| ·Organization of the thesis | 第14-16页 |
| Chapter 2 Literature Review | 第16-29页 |
| ·About puns | 第16-23页 |
| ·Features of puns | 第17-18页 |
| ·Classification of puns | 第18页 |
| ·Functions of puns in advertising | 第18-19页 |
| ·Previous studies of puns in advertising | 第19-23页 |
| ·From a rhetorical perspective | 第19-20页 |
| ·From a semantic perspective | 第20-21页 |
| ·From a cognitive perspective | 第21-22页 |
| ·From a pragmatic perspective | 第22-23页 |
| ·About context | 第23-27页 |
| ·Factors of context | 第24页 |
| ·Functions of context | 第24-25页 |
| ·Previous studies of context | 第25-27页 |
| ·From a static perspective | 第25-26页 |
| ·From a dynamic perspective | 第26-27页 |
| ·Summary | 第27-29页 |
| Chapter 3 Theoretical Framework | 第29-36页 |
| ·Adaptation Theory | 第29-32页 |
| ·Making choices | 第30-31页 |
| ·Three key notions of language | 第31-32页 |
| ·Four angles | 第32页 |
| ·The thesis theoretical focus: contextual adaptation | 第32-34页 |
| ·Summary | 第34-36页 |
| Chapter 4 Adaptation of Advertising Puns to Communicative Context | 第36-57页 |
| ·Adaptation of advertising puns to mental world | 第36-46页 |
| ·Adaptation to the advertiser s motivation | 第37-40页 |
| ·Adaptation to the audience s abilities of perceiving | 第40-43页 |
| ·Adaptation to the audience s emotive elements | 第43-46页 |
| ·Adaptation of advertising puns to social world | 第46-53页 |
| ·Adaptation to social norms | 第47-49页 |
| ·Adaptation to culture | 第49-53页 |
| ·Adaptation of advertising puns to physical world | 第53-56页 |
| ·Adaptation to temporal reference | 第53-55页 |
| ·Adaptation to spatial reference | 第55-56页 |
| ·Summary | 第56-57页 |
| Chapter 5 Adaptation of Advertising Puns to Linguistic Context | 第57-66页 |
| ·Adaptation of advertising puns to phonology | 第57-60页 |
| ·Adaptation to same phoneme | 第58-59页 |
| ·Adaptation to similar phoneme | 第59-60页 |
| ·Adaptation of advertising puns to lexicon | 第60-62页 |
| ·Adaptation to lexical polysemy | 第60-61页 |
| ·Adaptation to word-formation | 第61-62页 |
| ·Adaptation of advertising puns to syntax | 第62-65页 |
| ·Adaptation to word class | 第63-64页 |
| ·Adaptation to sentential elements | 第64-65页 |
| ·Summary | 第65-66页 |
| Chapter 6 Conclusion | 第66-69页 |
| ·Major findings of the study | 第66-67页 |
| ·Limitations and suggestions for further research | 第67-69页 |
| Bibliography | 第69-73页 |
| 攻读硕士学位期间主要科研成果 | 第73-74页 |
| Acknowledgements | 第74页 |
