| Abstract in English | 第4-5页 |
| Abstract in Chinese | 第6-9页 |
| Chapter One Introduction | 第9-12页 |
| 1.1 Objectives of the Study | 第9页 |
| 1.2 Significance of the Study | 第9-10页 |
| 1.3 Thesis Organization | 第10-12页 |
| Chapter Two Literature Review | 第12-19页 |
| 2.1 Research on Advertising Language in Sociolinguistics | 第12-13页 |
| 2.2 Research on Advertising Language in Stylistics | 第13页 |
| 2.3 Research on Advertising Language in Psychology | 第13-14页 |
| 2.4 Research on Advertising Language in Pragmatics | 第14-15页 |
| 2.5 Cognitive Pragmatic Research on Advertising Language under the RelevanceTheory | 第15-19页 |
| Chapter Three Methodology | 第19-26页 |
| 3.1 Research Questions | 第19-20页 |
| 3.2 Analytical Framework | 第20-24页 |
| 3.3 Data Collection | 第24-26页 |
| Chapter Four Ways of Achieving Poetic Effects in Advertisement | 第26-49页 |
| 4.1 Communication in Advertising Language | 第26-30页 |
| 4.2 The Poetic Effects of Epizeuxis in Advertising Language | 第30-33页 |
| 4.3 The Poetic Effects of Zeugma in Advertising Language | 第33-37页 |
| 4.4 The Poetic Effects of Parody in Advertising Language | 第37-42页 |
| 4.5 The Poetic Effects of Pun in Advertising Language | 第42-49页 |
| Chapter Five Conclusion | 第49-53页 |
| 5.1 Major Findings of the Study | 第49-51页 |
| 5.2 Implications of the Study | 第51页 |
| 5.3 Limitation of Present Study and Suggestions for Future Research | 第51-53页 |
| Bibliography | 第53-58页 |
| Acknowledgements | 第58-59页 |
| Achievements during the study for the degree | 第59页 |
