| Acknowledgements | 第1-5页 |
| Abstract | 第5-7页 |
| 摘要 | 第7-10页 |
| Introduction | 第10-14页 |
| Chapter 1 Humor and Humor Theory | 第14-22页 |
| ·Definition of humor | 第14-16页 |
| ·Classification of humor | 第16-18页 |
| ·Situational humor | 第17页 |
| ·Linguistic humor | 第17-18页 |
| ·Function of the humor | 第18-19页 |
| ·Survey of humor theories | 第19-22页 |
| Chapter 2 Humor in Advertisements | 第22-34页 |
| ·Brief introduction to Advertisements | 第22-25页 |
| ·Definition of advertisements | 第22-23页 |
| ·The development of advertisements | 第23-24页 |
| ·The characteristics of advertisements | 第24-25页 |
| ·Humor in advertisements | 第25-34页 |
| ·Significance of humor in advertisements | 第26-27页 |
| ·Representations of humor in advertisements | 第27-34页 |
| ·Advertising language | 第27-30页 |
| ·Advertising plot | 第30-31页 |
| ·Advertising performance | 第31-34页 |
| Chapter 3 Analysis of Humor in Advertisements from Speech Act Theory | 第34-50页 |
| ·The brief introduction of Speech Act Theory | 第34-39页 |
| ·Austin’s contribution to Speech Act Theory | 第35-38页 |
| ·Searle’s contribution to Speech Act Theory | 第38-39页 |
| ·Analysis of the humor in advertisements from Speech Act Theory | 第39-50页 |
| ·Analysis of humor in advertisement from Locutionary act | 第40-42页 |
| ·Exaggerated performance | 第40-41页 |
| ·Direct propaganda | 第41-42页 |
| ·Analysis from Illocutionary act | 第42-46页 |
| ·Representatives | 第43-44页 |
| ·Expressives | 第44页 |
| ·Commissives | 第44-45页 |
| ·Directives | 第45-46页 |
| ·Analysis of Humor in Advertisements from Perlocutionary act | 第46-50页 |
| ·Consequence from the plot | 第47-48页 |
| ·Association from the audience | 第48-50页 |
| Chapter 4 Strategies to Achieve Humorous Effect in Advertisement Directed by Speech Act Theory | 第50-58页 |
| ·Humorous effect | 第50-53页 |
| ·Humorous point and humorous degree | 第50-51页 |
| ·Positive effect and negative effect | 第51-53页 |
| ·Strategies to attain humorous effect | 第53-58页 |
| ·Illocutionary act-based strategy | 第53-54页 |
| ·Perlocutionary act-based strategy | 第54-58页 |
| Conclusion | 第58-60页 |
| Bibliography | 第60-62页 |
