| Abstract in English | 第1-6页 |
| Abstract in Chinese | 第6-10页 |
| Chapter One Introduction | 第10-16页 |
| ·General Description of This Study | 第10-13页 |
| ·Purpose of This Study | 第10-11页 |
| ·Reasons for Choosing This Topic | 第11-13页 |
| ·Methodology and Sample | 第13-14页 |
| ·Methodology | 第13页 |
| ·Sample | 第13-14页 |
| ·The Scope of This Thesis | 第14-16页 |
| Chapter Two Literature Review | 第16-24页 |
| ·Semiotic Approaches | 第16-18页 |
| ·Linguistic Approach | 第18-19页 |
| ·Pragmatic Approach | 第19-23页 |
| ·Summary | 第23-24页 |
| Chapter Three Relevance Theory and Communication | 第24-32页 |
| ·Relevance, Cognition and Ostention | 第24-28页 |
| ·Relevance and Cognition | 第24-26页 |
| ·Relevance and Ostention | 第26-27页 |
| ·Summary | 第27-28页 |
| ·Importance of the Context | 第28-30页 |
| ·Extra Effort for Extra Effect | 第30-32页 |
| Chapter Four Puns in English Advertising | 第32-42页 |
| ·Definition and Features of Puns in English Advertisements | 第32-34页 |
| ·Definition of Puns | 第32-33页 |
| ·Features of Puns in English Advertisements | 第33-34页 |
| ·Classification of Puns | 第34-37页 |
| ·Functions of Puns in English A advertisements | 第37-42页 |
| ·Providing Information | 第37-38页 |
| ·Attracting Attention | 第38页 |
| ·Cutting Cost | 第38-39页 |
| ·Making Advertisement Aesthetic | 第39页 |
| ·Avoiding Social Taboos | 第39-40页 |
| ·Summary | 第40-42页 |
| Chapter Five Relevance Theory and Puns in English Advertising with Case Study | 第42-58页 |
| ·Ostensive- inference and Puns in English Advertisements | 第42-51页 |
| ·Puns with One Interpretation Intended | 第44-47页 |
| ·Puns with Two Communicated Meanings | 第47-50页 |
| ·Summary | 第50-51页 |
| ·Context and Puns in English Advertisements | 第51-56页 |
| ·Features and Functions of Context in Puns | 第51-52页 |
| ·Functions of Context in Puns | 第52-53页 |
| ·Context Interpretation in Puns of English Advertisements: Case Study | 第53-56页 |
| ·Summary | 第56-58页 |
| Chapter Six Conclusion | 第58-60页 |
| ·Major Findings | 第58-59页 |
| ·Implications | 第59页 |
| ·Limitations | 第59-60页 |
| Bibliography | 第60-64页 |
| Acknowledgements | 第64-65页 |
| Academic Achievements | 第65页 |
