| Acknowledgements | 第1-6页 |
| 摘要 | 第6-8页 |
| Abstract | 第8-10页 |
| Chapter One Introduction | 第10-15页 |
| 1．1 Purpose of the Research | 第10-11页 |
| 1．2 Significance of the Research | 第11页 |
| 1．3 Research Methodology and Data Collection | 第11-13页 |
| 1．4 Organization of the Thesis | 第13-15页 |
| Chapter Two Literature Review | 第15-29页 |
| 2．1 Introduction to Advertising | 第15-18页 |
| 2．2 Linguistic Approaches to Advertising Research | 第18-23页 |
| 2．3 Relevance-Theoretical Research in Advertising Communication | 第23-29页 |
| 2．3．1 An Overview of Relevance Theory | 第23-26页 |
| 2．3．2 Relevance Theory-Based Research in Advertising Communication | 第26-29页 |
| Chapter Three Ad Headlines as Ostensive Stimuli and Relevance Optimizers | 第29-49页 |
| 3．1 Basic Notions of Relevance | 第30-36页 |
| 3．1．1 Cognitive Environment | 第30-31页 |
| 3．1．2 Contextual Effects | 第31-34页 |
| 3．1．3 Optimal Relevance | 第34-36页 |
| 3．2 Advertisement Headlines as Ostensive Stimuli | 第36-38页 |
| 3．3 Advertisement Headlines as Relevance Optimizers | 第38-49页 |
| 3．3．1 Headlines to Be Brief | 第39-40页 |
| 3．3．2 Headlines Containing Enough New Information | 第40-44页 |
| 3．3．3 Headlines Including Names with Advertising Value | 第44-46页 |
| 3．3．4 Headlines Connecting Ad Texts to Prior Facts and Assumptions | 第46-49页 |
| Chapter Four Advertising Communication and Inferences | 第49-67页 |
| 4．1 Ostensive-Inferential Communication | 第49-50页 |
| 4．2 Informative and Communicative Intentions in Advertising | 第50-52页 |
| 4．3 Overt Advertising Communication | 第52-55页 |
| 4．4 Covert Advertising Communication | 第55-63页 |
| 4．4．1 Covert Communication to Imply Superiority | 第57-59页 |
| 4．4．2 Covert Communication to Offer Special Value | 第59-60页 |
| 4．4．3 Covert Communication to Touch upon Some Sensitive Topics | 第60-63页 |
| 4．5 Inferences in Advertising | 第63-67页 |
| Chapter Five Conclusion | 第67-70页 |
| 5．1 Thesis Summary | 第67-68页 |
| 5．2 Limitations and Suggestions | 第68-70页 |
| Bibliography | 第70-72页 |
