| Chapter One Introduction | 第1-11页 |
| ·General Purpose | 第8-9页 |
| ·Research Question | 第9页 |
| ·Methodology and Source of Data | 第9页 |
| ·Organization of the Thesis | 第9-11页 |
| Chapter Two Literature Review | 第11-30页 |
| ·About Advertising Language | 第11-12页 |
| ·About Metaphor | 第12-17页 |
| ·The Rhetorical Study of Metaphor | 第13-14页 |
| ·The Semantic Study of Metaphor | 第14-15页 |
| ·The Cognitive Study of Metaphor | 第15页 |
| ·The Pragmatic Study of Metaphor | 第15-17页 |
| ·About Relevance theory | 第17-30页 |
| ·Relevance and Cognition | 第17-20页 |
| ·The Criterion of Consistency with the Principle of Relevance | 第20页 |
| ·Some Consequences of Relevance Theory | 第20-22页 |
| ·Communication and Relevance | 第22-23页 |
| ·Ostensive-Inferential Communication | 第23-27页 |
| ·Implicatures | 第27-30页 |
| Chapter Three A Relevance-Theoretic Account of Metaphor | 第30-39页 |
| ·Reasons for the Application of Metaphor in Advertising | 第30-32页 |
| ·Descriptive and Interpretive Use of Language | 第32-34页 |
| ·Ostensive-Inferential Communication and Advertising | 第34-37页 |
| ·Metaphor as an Ostensive Stimulus | 第37-39页 |
| Chapter Four Analysis of Data in Advertising By Approach of Relevance Theory | 第39-51页 |
| ·Verbal Metaphors in Advertising | 第39-44页 |
| ·Solely Verbal Metaphors | 第39-43页 |
| ·Verbal Metaphors Assisted by Pictures | 第43-44页 |
| ·Pictorial Metaphors in Advertising | 第44-51页 |
| ·Metaphors with One Pictorial Term | 第44-49页 |
| ·Metaphors with Two Pictorial Terms | 第49-51页 |
| Chapter Five Concluding Remarks | 第51-53页 |
| ·General Findings and Significance of the Thesis | 第51-52页 |
| ·Limitation of the Thesis | 第52页 |
| ·Suggestions for Future Research | 第52-53页 |
| References | 第53-55页 |
| Appendix | 第55-56页 |
| 学位论文独创性声明 | 第56页 |
| 学位论文版权的使用授权书 | 第56页 |
