| Chapter 1 Introduction | 第1-21页 |
| ·Introduction to the Thesis | 第13-16页 |
| ·Purpose for the Present Study | 第13-15页 |
| ·Data Collection and Research Method | 第15页 |
| ·Structure of the Thesis | 第15-16页 |
| ·Previous Approaches to Analyzing Advertising Language | 第16-19页 |
| ·Semiotic Analysis of Advertising Language | 第16-17页 |
| ·Discourse Analysis of Advertising Language | 第17页 |
| ·Grice's Cooperative Principle and Maxims | 第17-19页 |
| ·Summary | 第19-21页 |
| Chapter 2 An Overview on Relevance Theory | 第21-39页 |
| ·Relevance Theory | 第21-36页 |
| ·Cognitive Principle and Communicative Principle | 第21-22页 |
| ·Contextual Effects | 第22-27页 |
| ·Relevance | 第27-29页 |
| ·Optimal Relevance | 第29-31页 |
| ·Cognitive Environment and Mutual Manifestness | 第31-35页 |
| ·The Choice of Context | 第35-36页 |
| ·Major Studies of Relevance Theory both at Home and Abroad | 第36-37页 |
| ·Summary | 第37-39页 |
| Chapter 3 Advertising as Communication | 第39-56页 |
| ·A General View of Advertisement | 第39-43页 |
| ·Definition of Advertising | 第39-40页 |
| ·Classification of Advertising | 第40-41页 |
| ·Functions of Advertising | 第41-42页 |
| ·Features of Advertising | 第42-43页 |
| ·Ostensive-Inferential Advertising Communication | 第43-49页 |
| ·Ostension in advertising | 第45-46页 |
| ·Inference in Advertising | 第46-49页 |
| ·Two Layers of Intention | 第49-51页 |
| ·Trust and Cooperation in Advertising Communication | 第51-52页 |
| ·The Importance of Attracting Attention | 第52-53页 |
| ·Relevance Theory and Intercultural Advertising | 第53-55页 |
| ·Summary | 第55-56页 |
| Chapter 4 Analysis of Attention-Attracting Strategies | 第56-93页 |
| ·Pun | 第57-64页 |
| ·Pun as an Attention-Attracting Strategy in Advertising | 第57-58页 |
| ·Puns and Relevance Theory | 第58-59页 |
| ·Case Study | 第59-64页 |
| ·Summary | 第64页 |
| ·Metaphor | 第64-69页 |
| ·Cognitive Nature of Metaphor | 第64-65页 |
| ·Metaphor as an Attention-Attracting Strategy in Advertising | 第65-66页 |
| ·Metaphor and Relevance Theory | 第66-67页 |
| ·Case Study | 第67-69页 |
| ·Summary | 第69页 |
| ·Hyperbole | 第69-72页 |
| ·Hyperbole as an Attention-Attracting Strategy in advertising | 第69-70页 |
| ·Hyperbole and Relevance Theory | 第70页 |
| ·Case Study | 第70-72页 |
| ·Summary | 第72页 |
| ·Parody | 第72-75页 |
| ·Parody as an Attention-Attracting Strategy in Advertising | 第72-73页 |
| ·Echo and Parody | 第73-74页 |
| ·Case Study | 第74页 |
| ·Summary | 第74-75页 |
| ·Irony | 第75-78页 |
| ·Irony as an Attention-Attracting Strategy in Advertising | 第75-76页 |
| ·Echo and Irony | 第76-77页 |
| ·Case Study | 第77-78页 |
| ·Summary | 第78页 |
| ·Ellipsis | 第78-81页 |
| ·Ellipsis as an Attention-Attracting Strategy in Advertising | 第78-79页 |
| ·Ellipsis and Relevance Theory | 第79页 |
| ·Case Study | 第79-80页 |
| ·Summary | 第80-81页 |
| ·Repetition | 第81-83页 |
| ·Repetition as an Attention-Attracting Strategy in Advertising | 第81页 |
| ·Repetition and Relevance Theory | 第81页 |
| ·Case Study | 第81-83页 |
| ·Summary | 第83页 |
| ·Rhyme | 第83-86页 |
| ·Rhyme as an Attention-Attracting Strategy in Advertising | 第83页 |
| ·Rhyme and Relevance Theory | 第83-84页 |
| ·Case Study | 第84-86页 |
| ·Summary | 第86页 |
| ·Parallelism | 第86-89页 |
| ·Parallelism as an Attention-Attracting Strategy in Advertising | 第87页 |
| ·Parallelism and Relevance Theory | 第87页 |
| ·Case Study | 第87-89页 |
| ·Summary | 第89页 |
| ·Humor | 第89-92页 |
| ·Humor as an Attention-Attracting Strategy in Advertising | 第89-90页 |
| ·Humor and Relevance Theory | 第90页 |
| ·Case Study | 第90-92页 |
| ·Summary | 第92页 |
| ·Summary of chapter 4 | 第92-93页 |
| Chapter 5 Conclusions | 第93-96页 |
| ·Conclusions | 第93-94页 |
| ·Limitation of the Study | 第94-96页 |
| Works Cited | 第96-102页 |
| 攻读硕士学位期间发表的论文和取得的科研成果 | 第102页 |
