| 摘要 | 第1-6页 |
| ABSTRACT | 第6-11页 |
| Chapter 1 Introduction | 第11-15页 |
| ·Background of the Research | 第11-12页 |
| ·Research Questions | 第12-13页 |
| ·Significance of the Study | 第13-14页 |
| ·Layout of the Thesis | 第14-15页 |
| Chapter 2 Literature Review | 第15-36页 |
| ·Overview on Advertising | 第15-19页 |
| ·Definition and Principles of Advertising | 第15-16页 |
| ·Classification of Adverising | 第16-17页 |
| ·Functions of Advertising | 第17-18页 |
| ·Language Features of Advertising | 第18-19页 |
| ·Overview on Puns | 第19-24页 |
| ·Definition of Puns | 第19页 |
| ·Classification of Puns | 第19-22页 |
| ·The Three Essential Factors of Puns | 第22-23页 |
| ·The Application of Puns in Advertising | 第23-24页 |
| ·Overview on CIT | 第24-32页 |
| ·Introduction to CIT | 第25页 |
| ·Factors of Conceptual Integration Theory | 第25-29页 |
| ·Four Models of Conceptual Integration Networks | 第29-32页 |
| ·Previous Researches on Advertising Language | 第32-36页 |
| ·The Semiotic Approach | 第32-33页 |
| ·The Stylistic Approach | 第33页 |
| ·The Pragmatic Approach | 第33-36页 |
| Chapter 3 Research Methods | 第36-40页 |
| ·Data Collection | 第36-37页 |
| ·Reaseach Method and Instrument | 第37-40页 |
| Chapter 4 Results and Discussion | 第40-65页 |
| ·Process of Conceptual Integration | 第40-43页 |
| ·Compression of Vital Relations | 第40-43页 |
| ·Running the Blend | 第43页 |
| ·Case Study of Analyzing Commercial Advertisements based on CIT | 第43-61页 |
| ·Case Study of Homophonic Puns | 第44-49页 |
| ·Case Study of Semantic Puns | 第49-53页 |
| ·Case Study of Grammatical Puns | 第53-55页 |
| ·Case Study of Idiomatic Puns | 第55-61页 |
| ·Summary | 第61页 |
| ·The Cognitive Functions of Puns in Commercial Advertisement | 第61-62页 |
| ·Seek "Common Ground" while reserve "Difierences" | 第62页 |
| ·Realize the Guiding Function of Advertising Language | 第62页 |
| ·Meet the Audiences' Psychological Satisfaction | 第62页 |
| ·Factors Needed in Interpreting Puns in Commercial Adverisemens | 第62-65页 |
| Chapter 5 Conclusion | 第65-67页 |
| ·Major Findings | 第65-66页 |
| ·Limitations and Suggestions for Further Study | 第66-67页 |
| References | 第67-69页 |
| Appendix Ⅰ Questionnaire | 第69-70页 |
| Appendix Ⅱ Examples of puns in commercial advertisements | 第70-75页 |
| Acknowledgements | 第75-76页 |
| Resume | 第76页 |
