| ABSTRACT | 第1-6页 |
| 中文摘要 | 第6-8页 |
| ACKNOWLEDGEMENTS | 第8-9页 |
| TABLE OF CONTENTS | 第9-11页 |
| CHAPTER ONE INTRODUCTION | 第11-15页 |
| ·Aim of Research | 第12页 |
| ·Research Methodology | 第12-13页 |
| ·Thesis Structure | 第13-15页 |
| CHAPTER TWO RELEVANT LITERATURE | 第15-25页 |
| ·Literature Review of Advertising and Advertising Language | 第15-19页 |
| ·Definition of Advertising and Advertising Language | 第15-16页 |
| ·Construction of Advertisement | 第16页 |
| ·Classification of Advertising | 第16-17页 |
| ·General Features of Advertising | 第17-18页 |
| ·Functions of Advertising | 第18-19页 |
| ·Theoretical Account of Advertising Language | 第19-23页 |
| ·Semiotic Approach | 第19-20页 |
| ·Stylistic Approach | 第20页 |
| ·Discourse Analysis | 第20-21页 |
| ·Pragmatic Approach | 第21-23页 |
| ·Austin's Speech Act Theory | 第21-22页 |
| ·Grice's Cooperative Principle and Maxims | 第22-23页 |
| ·Sperber and Wilson's Relevance Theory | 第23页 |
| ·Summary | 第23-25页 |
| CHAPTER THREE THEORETIC FRAMEWORK OF RELEVANCE THEORY | 第25-33页 |
| ·Relevance and Degree of Relevance | 第25-26页 |
| ·Principle of Relevance | 第26-27页 |
| ·Optimal Relevance and its Consequences | 第27-31页 |
| ·Presumption of Optimal Relevance | 第27-28页 |
| ·Consequences of the Presumption of Optimal Relevance | 第28-31页 |
| ·Descriptive and Interpretative Use of Language | 第31页 |
| ·Implicature and Explicature | 第31-32页 |
| ·Summary | 第32-33页 |
| CHAPTER FOUR RELEVANCE-THEORETIC APPROACH TO ADVERTISEMENTS OF MILITARY EQUIPMENT | 第33-39页 |
| ·Ostensive-Inferential Communication | 第33-34页 |
| ·Ostension in Advertisements of Military Equipment | 第34-35页 |
| ·Inference in Advertisements of Military Equipment | 第35-36页 |
| ·Relevance in Advertisements of Military Equipment | 第36页 |
| ·Summary | 第36-39页 |
| CHAPTER FIVE ANALYSIS OF ATTENTION-DRAWING DEVICES IN ADVERTISEMENTS OF MILITARY EQUIPMENT | 第39-71页 |
| ·Attention-Drawing Devices Applied to Advertisement | 第39-40页 |
| ·Pun | 第40-51页 |
| ·Metaphor | 第51-56页 |
| ·Hyperbole | 第56-59页 |
| ·Parody | 第59-62页 |
| ·Paradox | 第62-64页 |
| ·Synecdoche | 第64-66页 |
| ·Repetition | 第66-69页 |
| ·Summary | 第69-71页 |
| CHAPTER SIX CONCLUSION | 第71-77页 |
| ·Findings of the Study | 第71-73页 |
| ·Implication | 第73-74页 |
| ·Limitations of Current Study | 第74-75页 |
| ·Suggestions for Further Study | 第75-77页 |
| BIBLIOGRAPHY | 第77-81页 |
| APPENDIX | 第81-105页 |
| 攻读学位期间主要科研成果目录 | 第105页 |
