| Abstract | 第1-5页 |
| 摘要 | 第5-8页 |
| Introduction | 第8-11页 |
| Chapter 1 Literature Review of Advertising and Metaphor | 第11-25页 |
| ·Literature Review of Advertising | 第11-18页 |
| ·Definition of Advertising | 第11-12页 |
| ·Classification of Advertising | 第12-13页 |
| ·Functions of Advertising | 第13-14页 |
| ·Previous Studies on the Language of Advertising | 第14-18页 |
| ·Semiotic Analysis | 第14-15页 |
| ·Stylistic Analysis | 第15-16页 |
| ·Discourse Analysis | 第16页 |
| ·Pragmatic Analysis | 第16-18页 |
| ·Literature Review of Metaphor | 第18-25页 |
| ·The Rhetorical Study of Metaphor | 第19-20页 |
| ·Aristotle’s Comparison Theory | 第19-20页 |
| ·Quintilian’s Substitution Theory | 第20页 |
| ·The Semantic Study of Metaphor | 第20-21页 |
| ·The Cognitive Study of Metaphor | 第21-22页 |
| ·The Pragmatic Study of Metaphor | 第22-25页 |
| Chapter 2 Sperber and Wilson’s Relevance Theory | 第25-37页 |
| ·Context | 第25-26页 |
| ·Cognitive Environment and Mutual Manifestation | 第26-28页 |
| ·Cognitive Environment | 第26-27页 |
| ·Mutual Manifestation | 第27-28页 |
| ·Ostensive-Inferential Communication | 第28-30页 |
| ·Contextual Effects and Processing Effort | 第30-31页 |
| ·Contextual Effects | 第30-31页 |
| ·Processing Effort | 第31页 |
| ·Principles of Relevance | 第31-32页 |
| ·Optimal Relevance | 第32-34页 |
| ·Implicatures | 第34-37页 |
| Chapter 3 A Relevance-Theory-Based Approach to the Interpretation of Metaphor | 第37-44页 |
| ·Metaphor as Representation by Resemblance | 第37-40页 |
| ·Metaphor as a Loose Talk | 第40-41页 |
| ·Metaphor as an Representation of Implicatures | 第41-44页 |
| Chapter 4 A Relevance-Theory-Based Approach to the Interpretation of Metaphors in English Commercial Advertising | 第44-72页 |
| ·Advertising as an Ostensive-Inferential Communication | 第44-48页 |
| ·Communication Situation in Advertising | 第44-45页 |
| ·Ostension in Advertising | 第45-46页 |
| ·Inference in Advertising | 第46-48页 |
| ·A Brief Summary | 第48页 |
| ·Application of Metaphor in Advertising | 第48-55页 |
| ·Large Proportion of Metaphors in Commercial Advertising | 第49-51页 |
| ·Purposes of Using Metaphors in English Commercial Advertising | 第51-55页 |
| ·As an Ostensive Stimulus | 第51-52页 |
| ·As a Device to Make the Persuasion Powerful | 第52-53页 |
| ·As a Carrier of Implicated Information | 第53-54页 |
| ·As Optimal Relevance | 第54-55页 |
| ·A Brief Summary | 第55页 |
| ·Interpretation of Metaphors in English Commercial Advertisemmments with Relevance Theory | 第55-72页 |
| ·Verbal Metaphors in English Commercial Advertisements | 第55-63页 |
| ·Wholly Verbal Metaphors | 第55-60页 |
| ·Verbal Metaphors Assisted by Pictures | 第60-63页 |
| ·Pictorial Metaphors in English Commercial Advertisements | 第63-71页 |
| ·Metaphors with One Pictorially Presented Term | 第63-68页 |
| ·Metaphors with Two Pictorially Presented Terms | 第68-69页 |
| ·Verbal-Pictorial Metaphors | 第69-71页 |
| ·A Brief Summary | 第71-72页 |
| Conclusion | 第72-75页 |
| Bibliography | 第75-78页 |
| Appendices | 第78-79页 |
| Acknowledgements | 第79页 |
