| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-11页 |
| I. Introduction | 第11-14页 |
| ·Motivation and goals | 第11-12页 |
| ·Research methodology and source data | 第12-13页 |
| ·The organization of the thesis | 第13-14页 |
| II.Literature Review | 第14-21页 |
| ·The semiotic approach to advertising | 第14-16页 |
| ·The stylistic approach to advertising | 第16-17页 |
| ·The discourse approach to advertising | 第17-18页 |
| ·The CP approach to advertising | 第18-21页 |
| III.Theoretical Foundation | 第21-29页 |
| ·Basic theory of advertising | 第21-24页 |
| ·Definition of advertising | 第21-22页 |
| ·Classification of advertising | 第22-23页 |
| ·Functions of advertising | 第23页 |
| ·Features of advertising | 第23-24页 |
| ·Relevance theory | 第24-29页 |
| ·Optimal relevance | 第24-25页 |
| ·Cognitive environment | 第25-27页 |
| ·Contextual effects | 第27-29页 |
| IV. RT Approach to Advertising: Advertising as Communication.. | 第29-50页 |
| ·The nature of advertising communication | 第29-47页 |
| ·Advertising as communication | 第29-31页 |
| ·Advertising communication as an ostensive behavior | 第31-37页 |
| ·Advertising communication as an inferential behavior | 第37-47页 |
| ·Advertising communication as an ostensive-inferential activity | 第47页 |
| ·Dynamic context and the interpretation of advertising | 第47-50页 |
| ·Dynamic context | 第47-48页 |
| ·Dynamic context and the interpretation of advertising | 第48-50页 |
| V.Advertising Communication and the Design of Advertisement.. | 第50-63页 |
| ·Relevance and the design of advertisement | 第50-53页 |
| ·Ostension and the design of advertisement | 第53-55页 |
| ·Inference and the design of advertisement | 第55-60页 |
| ·Dynamic context and the design of advertisement | 第60-63页 |
| VI. Conclusion | 第63-65页 |
| ·Summary of the study | 第63页 |
| ·Limitations | 第63-64页 |
| ·Suggestions for further research | 第64-65页 |
| Bibliography | 第65-67页 |
