| 内容提要 | 第4-5页 |
| Synopsis | 第5-6页 |
| 摘要 | 第7-10页 |
| Abstract | 第10-15页 |
| Introduction | 第15-17页 |
| Chapter One Literature Review | 第17-31页 |
| 1.1 An Overview of Irony | 第17-22页 |
| 1.1.1 Definition of Irony | 第17-18页 |
| 1.1.2 Classification of Irony | 第18-21页 |
| 1.1.3 The Functions of Irony | 第21-22页 |
| 1.2 Previous Studies of Irony | 第22-27页 |
| 1.2.1 Pragmatic Approach | 第22-25页 |
| 1.2.2 Cognitive-pragmatic Approach | 第25-27页 |
| 1.3 Understanding of Irony in Advertisements | 第27-30页 |
| 1.4 Summary | 第30-31页 |
| Chapter Two Theoretical Framework and Research Methodology | 第31-46页 |
| 2.1 The Origin and Development of Relevance Theory | 第31-33页 |
| 2.2 The Main Points of Relevance Theory | 第33-43页 |
| 2.2.1 Ostensive-inferential Communication | 第33-35页 |
| 2.2.2 Relevance, Contextual Effect and Processing Effort | 第35-38页 |
| 2.2.3 Principle of Relevance and Optimal Relevance | 第38-41页 |
| 2.2.4 Cognitive Environment and Mutual manifestation | 第41-43页 |
| 2.3 Research Methodology | 第43-45页 |
| 2.3.1 Data Collection | 第43-44页 |
| 2.3.2 Research Procedures | 第44-45页 |
| 2.4 Summary | 第45-46页 |
| Chapter Three Interpretation of Irony in English Advertisements Based on Relevance Theory | 第46-74页 |
| 3.1 The Cognitive Inference Process of Irony in English Advertisements | 第46-51页 |
| 3.2 The Analysis of Irony in English Advertisements in Light of Relevance Theory37 | 第51-70页 |
| 3.2.1 Case Studies of Ironies Based on Linguistic Forms | 第51-61页 |
| 3.2.2 Case Studies of Ironies Based on Appealing Methods | 第61-70页 |
| 3.3 Similarities and Differences in Understanding Ironies of Different Types | 第70-73页 |
| 3.3.1 Similarities in Understanding Ironies of Different Types | 第70-72页 |
| 3.3.2 Differences in Understanding Ironies of Different Types | 第72-73页 |
| 3.4 Summary | 第73-74页 |
| Chapter Four Pragmatic Functions of Ironies in Advertisements in Light of Relevance Theory | 第74-86页 |
| 4.1 Positive Functions | 第74-80页 |
| 4.1.1 Making Advertising Language More Attractive | 第74-76页 |
| 4.1.2 Increasing the Products Appeal | 第76-77页 |
| 4.1.3 Improving Advertisers’ Credibility | 第77-79页 |
| 4.1.4 Serving as Advertisers’ Shield | 第79-80页 |
| 4.2 Negative Functions | 第80-82页 |
| 4.2.1 Misleading Consumers | 第80-82页 |
| 4.2.2 Decreasing the Advertising Effect | 第82页 |
| 4.3 Countermeasures to the Negative Functions of Irony | 第82-85页 |
| 4.3.1 Careful Choice of Ironies | 第83页 |
| 4.3.2 Proper Use of Ironies | 第83-85页 |
| 4.4 Summary | 第85-86页 |
| Conclusion | 第86-89页 |
| References | 第89-92页 |
| Appendix I | 第92-94页 |
| Appendix II | 第94-96页 |
| Appendix III | 第96-98页 |
| Acknowledgements | 第98-99页 |
| 导师及作者简介 | 第99页 |
