| Abstract | 第1-7页 |
| 摘要 | 第7-11页 |
| Chapter 1 Introduction | 第11-15页 |
| ·The Background of the Present Study | 第11-12页 |
| ·The Motivation of the Present Study | 第12页 |
| ·The Aims and Significance of the Present Study | 第12-14页 |
| ·The Organization of the Thesis | 第14-15页 |
| Chapter 2 Literature Review | 第15-30页 |
| ·Definitions and Classification of Pun | 第15-18页 |
| ·Definitions of Pun | 第15-16页 |
| ·Classification of Pun | 第16-18页 |
| ·Basic Elements of Pun | 第18-21页 |
| ·Double Context | 第18-19页 |
| ·Hinge | 第19-20页 |
| ·Trigger | 第20-21页 |
| ·Previous Studies on the Meaning of Pun | 第21-23页 |
| ·The Semantic Perspective | 第21-22页 |
| ·The Pragmatic Perspective | 第22-23页 |
| ·Previous Studies on Advertising Language | 第23-26页 |
| ·The Semiotic Approach | 第23-24页 |
| ·The Stylistic Approach | 第24-25页 |
| ·The Pragmatic Approach | 第25-26页 |
| ·Previous Studies on Pun and Advertising | 第26-30页 |
| ·Rhetorical Approach | 第26-27页 |
| ·Pragmatic Approach | 第27-28页 |
| ·Cognitive Approach | 第28-30页 |
| Chapter 3 Relevance Theory as Theoretical Framework | 第30-38页 |
| ·The Main Concepts of Meaning-Interpretation via RT | 第30-34页 |
| ·Ostensive Stimulus | 第30-31页 |
| ·Context | 第31-32页 |
| ·Contextual Effects | 第32-33页 |
| ·Optimal Relevance | 第33-34页 |
| ·A Model of Meaning-Interpretation | 第34-38页 |
| Chapter 4 Application of Relevance Theory to Puns in Advertisements | 第38-55页 |
| ·Classification of Puns in Advertisements Based on the Meaning-interpretation Process | 第39-41页 |
| ·Meaning-Interpretation of Four Types of Puns in Advertisements | 第41-55页 |
| ·Puns with One Intended Interpretation | 第41-45页 |
| ·Puns with Rejected Interpretation Contributing to the Intended One | 第45-47页 |
| ·Puns with Double Interpretations Communicated | 第47-51页 |
| ·Puns with the Intended Interpretation Obtained by Using Idioms | 第51-55页 |
| Chapter 5 Conclusion | 第55-59页 |
| ·Major Findings of the Present Study | 第55-56页 |
| ·Implications of the Study | 第56-57页 |
| ·Limitations of the Study and Suggestions for Further Study | 第57-59页 |
| Bibliography | 第59-62页 |
| Appendix | 第62-63页 |
| Acknowledgements | 第63页 |
