| ABSTRACT | 第2-4页 |
| 摘要 | 第5-9页 |
| Chapter Ⅰ Introduction | 第9-14页 |
| 1.1 Background of the Study | 第9-10页 |
| 1.2 Significance and Objectives of the Study | 第10-11页 |
| 1.3 Methodology of the Study | 第11-12页 |
| 1.4 Organization of the Thesis | 第12-14页 |
| Chapter Ⅱ Literature Review | 第14-28页 |
| 2.1 Definition of Related Terms | 第14-21页 |
| 2.1.1 Advertisement | 第14页 |
| 2.1.2 Public Service Advertisement | 第14-16页 |
| 2.1.3 Metaphor | 第16-18页 |
| 2.1.4 Conventional Metaphor and Novel Metaphor | 第18-21页 |
| 2.2 Previous Studies on PSAs at Home and Abroad | 第21-24页 |
| 2.2.1 Previous Studies on PSAs Abroad | 第22页 |
| 2.2.2 Previous Studies on PSAs at Home | 第22-24页 |
| 2.3 Previous Studies on Metaphor in Advertisements at Home and Abroad | 第24-28页 |
| 2.3.1 Previous Studies on Metaphor in Advertisements Abroad | 第24-26页 |
| 2.3.2 Previous Studies on Metaphor in Advertisements at Home | 第26-28页 |
| Chapter Ⅲ Theoretical Framework | 第28-40页 |
| 3.1 Definition of Relevance | 第28-31页 |
| 3.2 Cognitive Principle of Relevance | 第31-35页 |
| 3.2.1 Cognitive Environment and Mutual Manifestation | 第32-34页 |
| 3.2.2 Context | 第34-35页 |
| 3.3 Communicative Principle of Relevance | 第35-40页 |
| 3.3.1 Optimal Relevance | 第36页 |
| 3.3.2 Ostensive-inferential Communication Process | 第36-38页 |
| 3.3.3 Relevance-theoretic Comprehension Procedure | 第38-39页 |
| 3.3.4 Explicature and Implicature | 第39-40页 |
| Chapter Ⅳ Analysis of Novel Metaphor in PSAs from the Perspective of Relevance Theory | 第40-69页 |
| 4.1 Nature of Novel Metaphor | 第40-43页 |
| 4.1.1 Loose Talk and Literal Talk | 第40-41页 |
| 4.1.2 Novel Metaphor as an Effort-imposing Loose Talk | 第41-43页 |
| 4.2 Reasons for Using Novel Metaphor in PSAs | 第43-52页 |
| 4.2.1 Novel Metaphor as a Persuasive Ostensive-stimulus to Produce Contextual Effects | 第44-49页 |
| 4.2.2 Novel Metaphor as an Effective Way of Achieving Optimal Relevance | 第49-52页 |
| 4.3 Cognitive Environment—Main Factor Influencing the Interpretation of Novel Metaphor in PSAs | 第52-56页 |
| 4.4 Relevance-theoretic Comprehension Procedure of Novel Metaphor in PSAs | 第56-69页 |
| 4.4.1 Identification of Explicatures | 第57-59页 |
| 4.4.2 Construction of Contextual Assumptions | 第59-63页 |
| 4.4.3 Recovery of Implicatures | 第63-69页 |
| Chapter Ⅴ Conclusion | 第69-73页 |
| 5.1 Major Findings | 第69-71页 |
| 5.2 Implications of the Study | 第71页 |
| 5.3 Limitations and Suggestions for Future Research | 第71-73页 |
| REFERENCES | 第73-76页 |
| ACKNOWLEDGEMENTS | 第76-77页 |
