| Chapter One Introduction | 第1-19页 |
| ·General Description of the Study | 第11-17页 |
| ·The Linguistic Device in Advertising | 第11-15页 |
| ·Purpose of the Study | 第15-17页 |
| ·Methodology and Sample | 第17-18页 |
| ·Methodology | 第17页 |
| ·Sample | 第17-18页 |
| ·Organization of the Thesis | 第18-19页 |
| Chapter Two Literature Review | 第19-30页 |
| ·Definition and Characteristics of Pun | 第19-20页 |
| ·Studies on Rhetorical Figures in Advertising | 第20-24页 |
| ·Rhetorical Operation and Deviation | 第21-22页 |
| ·Schemes and Tropes: Deviation Degree and Processing Effort | 第22-24页 |
| ·Status of Pun in Advertising | 第24-26页 |
| ·Studies on the Language of Advertising | 第26-30页 |
| ·Semiotic Approaches | 第26-28页 |
| ·Linguistic Approaches | 第28-30页 |
| Chapter Three Key Concepts of Relevance Theory | 第30-34页 |
| ·Ostensive-Inferential Communication | 第30-31页 |
| ·Principle of Relevance | 第31-32页 |
| ·Processing Effort and Cognitive Effect | 第32-34页 |
| Chapter Four Relevance Theory and Pun in Advertising | 第34-41页 |
| ·Distinguish Covert Communication and Ostensive Communication | 第34-35页 |
| ·Ostensive-Inferential Communication Process and Pun in Advertising | 第35-41页 |
| ·Analysis of Optimal-relevance Arriving Process in the Case of Pun | 第35-36页 |
| ·Why do Advertisers Frequently Choose Pun as an Ostensive Stimulus? | 第36-39页 |
| ·What's special with Pun's processing? | 第39-41页 |
| Chapter Five Pun Interpretation in Chinese and English Ads: Case Study | 第41-66页 |
| ·Forms of Pun in Advertising | 第41-45页 |
| ·Antanaclasis | 第41-42页 |
| ·Paronomasia | 第42-43页 |
| ·Syllepsis | 第43-44页 |
| ·Ambiguity | 第44页 |
| ·Brand Name Puns | 第44-45页 |
| ·Puns in the Form of Idiom or Common Saying | 第45页 |
| ·Pun Interpretation in Advertising: Case study | 第45-64页 |
| ·Puns with One Interpretation Intended | 第48-54页 |
| ·Puns with Rejected Interpretation Contributing to the Intended One | 第54-55页 |
| ·Puns with Double Interpretations Communicated | 第55-59页 |
| ·Interpretation of "Parody Puns" | 第59-64页 |
| ·Summary | 第64-66页 |
| Chapter Six Conclusion | 第66-69页 |
| ·Summary of the Study | 第66-67页 |
| ·Significance of the Study | 第67页 |
| ·Limitations and Suggestions | 第67-69页 |
| ·Limitations | 第67-68页 |
| ·Suggestions | 第68-69页 |
| Bibliography | 第69-70页 |
