| 中文摘要 | 第1-5页 |
| ABSTRACT | 第5-8页 |
| CHAPTER ONE INTRODUCTION | 第8-11页 |
| ·THE BACKGROUND AND MOTIVATION OF THE STUDY | 第8-9页 |
| ·THE SIGNIFICANCE OF THE STUDY | 第9-10页 |
| ·THE OVERVIEW OF THE THESIS | 第10-11页 |
| CHAPTER TWO STUDIES OF PUN AND ADVERTISEMENT | 第11-15页 |
| ·THE TRADITIONAL APPROACHES TO ADVERTISINGLANGUAGE | 第11-12页 |
| ·THE PREVIOUS RESEARCH ON PUN | 第12-15页 |
| ·Definition and categories of pun | 第12-13页 |
| ·The previous studies of pun in advertisement | 第13-15页 |
| CHAPTER THREE CIT AND COMPRESSION OF VITAL RELATIONS | 第15-26页 |
| ·THE RELATED STUDIES ON THE CIT THEORY | 第15-16页 |
| ·THE VITAL RELATIONS IN THE CONCEPTUAL INTEGRATION THEORY | 第16-24页 |
| ·Compression and emergent structure in the CIT | 第16-20页 |
| ·The types of vital relations and their compression | 第20-24页 |
| ·SUMMARY | 第24-26页 |
| CHAPTER FOUR THE ANALYSIS OF PUN THROUGH COMPRESSION OF VITAL RELATIONS | 第26-60页 |
| ·THE RESEARCH METHOD AND DATA DESCRIPTION | 第26-28页 |
| ·THE CLASSIFICATION OF VITAL RELATIONS AND CASE STUDY | 第28-58页 |
| ·The compression of analogy | 第29-32页 |
| ·The compression of part-whole relation | 第32-35页 |
| ·The compression of the cause-effect relation | 第35-37页 |
| ·The compression of the change relation | 第37-40页 |
| ·The compression of the time relation | 第40-43页 |
| ·The compression of the space relation | 第43-46页 |
| ·The compression of the role and identity relation | 第46-49页 |
| ·The compression of intentionality | 第49-51页 |
| ·The compression of the representation relation | 第51-54页 |
| ·The compression of disanalogy relation | 第54-56页 |
| ·The compression of category relation | 第56-58页 |
| ·The vital relations as similarity,property,and uniqueness | 第58页 |
| ·SUMMARY | 第58-60页 |
| CHAPTER FIVE CONCLUSION | 第60-62页 |
| ACKNOWLEDGEMENTS | 第62-63页 |
| REFERENCES | 第63-66页 |
| APPENDIX | 第66-67页 |
