| Chapter One | 第1-13页 |
| Introduction | 第9页 |
| ·Purpose of the thesis | 第9-10页 |
| ·What triggers me to study irony in advertising?8 | 第10页 |
| ·The use of Relevance Theory in advertising | 第10-11页 |
| ·Case study as a research method | 第11-12页 |
| ·The outline of this thesis | 第12-13页 |
| Chapter Two | 第13-19页 |
| Literature Review of Irony | 第13页 |
| ·Definition of Irony | 第13-16页 |
| ·Traditional semantic definition of irony | 第13-14页 |
| ·A standard definition of irony | 第14-15页 |
| ·Logical refinement of irony definition | 第15页 |
| ·Grice’s pragmatic refinement of the description of irony | 第15-16页 |
| ·Understanding of irony in advertisements | 第16-19页 |
| Chapter Three | 第19-29页 |
| Relevance Theory | 第19页 |
| ·Communication and inference | 第19-21页 |
| ·Ostensive-inferential communication | 第21-23页 |
| ·Standards in communication | 第23-24页 |
| ·Relevance and cognition | 第24-27页 |
| ·Conclusions of Sperber and Wilson’s Relevance Theory | 第27-29页 |
| Chapter Four | 第29-58页 |
| Research Methodology and Analysis of Irony in Print Advertisements | 第29页 |
| ·Research methodology | 第29-31页 |
| ·Analysis of irony in print advertisements | 第31-56页 |
| ·Summary | 第56-58页 |
| ·Questionnaire result | 第56页 |
| ·Conclusion of the cases analysis | 第56-58页 |
| Chapter Five | 第58页 |
| Conclusion | 第58-62页 |
| ·A general summary | 第58页 |
| ·Implications | 第58-59页 |
| ·Limitations and Further Research Possibilities | 第59-60页 |
| ·Limitations of number of cases and interviewees | 第59-60页 |
| ·the Author’s subjectiveness | 第60页 |
| ·Suggestions on further studies | 第60-62页 |
| ·Irony in pictorial advertisements | 第60-61页 |
| ·Cultural differences and their interplay with irony in advertisements | 第61-62页 |
| Bibliography | 第62-64页 |
| Appendix Ⅰ Sources of 6 cases that have not been analysed in this paper | 第64-65页 |
| Appendix Ⅱ Questionnaire Result | 第65-67页 |
| Appendix Ⅲ Questionnaire form | 第67页 |
