| Acknowledgements | 第1-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9-10页 |
| 前言 | 第10-14页 |
| Chapter 1 Introduction | 第14-17页 |
| Chapter 2 titerature Review | 第17-24页 |
| ·A Historical Overview of Representative Studies | 第17-23页 |
| ·Previous Researches Made in Advertising Texts | 第17-18页 |
| ·Metaphor in Cognitive Linguistics and Relevance Theory | 第18-21页 |
| ·Cognitive Linguistics | 第18页 |
| ·Metaphor | 第18-20页 |
| ·Relevance Theory | 第20-21页 |
| ·Register Theory in Functional Linguistics | 第21-23页 |
| ·From Firth to Halliday | 第21-22页 |
| ·Context of Situation: Three Register Variables | 第22页 |
| ·Metafunctions of Language and Register Variables | 第22-23页 |
| ·Summary | 第23-24页 |
| Chapter 3 Basic Concepts on Commercial Advertising Texts | 第24-27页 |
| ·The Definition of Commercial Advertising | 第24-25页 |
| ·The Definition of Text | 第25-26页 |
| ·Summary | 第26-27页 |
| Chapter 4 Cognitive Analyses of Advertising Texts | 第27-46页 |
| ·Application of Conceptual Metaphor Theory | 第27-31页 |
| ·A Survey of Relevance Theory | 第31-36页 |
| ·A Chosen Context vs. Determined Context in Communication | 第31-34页 |
| ·Psychological Context in Inferential Process | 第33页 |
| ·Previous Assumptions in Inferential Process | 第33-34页 |
| ·Encyclopaedic Entries of Concepts in Inferential Process | 第34页 |
| ·Mutual Manifestness vs. Mutual Knowledge | 第34-35页 |
| ·Optimal Relevance vs. Maximal Relevance | 第35-36页 |
| ·Relevance Theory's Account for Advertising Texts | 第36-40页 |
| ·Conceptual Blending Theory as the Complement to Relevance Theory | 第40-45页 |
| ·Summary | 第45-46页 |
| Chapter 5 Functional Analyses of Advertising Texts | 第46-62页 |
| ·A Survey of Register Theory | 第46-47页 |
| ·Register Theory's Account for Advertising Texts | 第47-61页 |
| ·Introduction to Deviation | 第47页 |
| ·Cognitive Features as the Basis of Studying Deviation | 第47-52页 |
| ·Entrenchment of Linguistic Structures | 第48-51页 |
| ·Semantic Mapping of the Deviated Elements | 第51-52页 |
| ·Studying Deviation From the Perspective of Function | 第52-61页 |
| ·Typical Features of Register as the Background of Studying Deviation | 第53-56页 |
| ·Process of Deviation | 第56-58页 |
| ·Knowledge of a Particular Register Shared by Two Ends of Communication | 第58-61页 |
| ·Summary | 第61-62页 |
| Chapter 6 Conclusions | 第62-64页 |
| References | 第64-66页 |
