| 摘要 | 第1-6页 |
| Abstract | 第6-8页 |
| Chapter I Introduction | 第8-13页 |
| Chapter II Literature Review | 第13-19页 |
| ·Some linguistic approaches to advertising | 第13-15页 |
| ·A review of application of RT to the interpretation of advertising creativity | 第15-19页 |
| Chapter III Methodology | 第19-20页 |
| Chapter IV The RT Approach to Advertising: Advertising as Communication | 第20-23页 |
| ·Advertising as communication | 第20-21页 |
| ·Advertising as ostensive-inferential communication | 第21-23页 |
| ·Ostensive-inferential communication | 第21页 |
| ·Advertising as ostensive communication | 第21-22页 |
| ·Advertising as inferential communication | 第22-23页 |
| Chapter V The RT Approach to Advertising: Classification of Advertising Revisited | 第23-31页 |
| ·Classification of advertising | 第23-24页 |
| ·RT accounting for commercial advertising creativity | 第24-28页 |
| ·Gender-oriented ads | 第24-26页 |
| ·Age-oriented ads | 第26-28页 |
| ·RT Accounting for non-commercial advertising creativity | 第28-31页 |
| Chapter VI The RT Approach to Advertising: What Makes Advertising Creative? | 第31-41页 |
| ·Advertising creativity as ostension | 第31-32页 |
| ·Advertising creativity as inferring | 第32-33页 |
| ·Advertising creativity as anchoring in cognitive environments | 第33-34页 |
| ·Advertising creativity as mutual manifestness | 第34-36页 |
| ·Advertising creativity as relevance | 第36-41页 |
| Chapter VII Conclusions | 第41-43页 |
| Bibliography | 第43-46页 |
| 作者在攻读硕士学位期间发表的论文目录 | 第46-47页 |
| Acknowledgements | 第47页 |
