| 摘要 | 第1-5页 |
| ABSTRACT | 第5-8页 |
| Chapter One Introduction | 第8-11页 |
| ·General Purpose | 第8-9页 |
| ·Significance of the Thesis | 第9页 |
| ·Methodology and Data Collection | 第9-10页 |
| ·Organization of the Thesis | 第10-11页 |
| Chapter Two Literature Review | 第11-21页 |
| ·Previous Studies on Metaphor | 第11-17页 |
| ·The Rhetoric Approach to Metaphor | 第11-12页 |
| ·Aristotle’s Comparison Theory | 第11-12页 |
| ·Quintilian’s Substitution Theory | 第12页 |
| ·The Semantic Approach to Metaphor | 第12-14页 |
| ·The Cognitive Study of Metaphor | 第14-15页 |
| ·The Pragmatic-Cognitive Approach | 第15-17页 |
| ·Previous Studies on Metaphor in Advertising | 第17-19页 |
| ·Semiotic Approach | 第17-18页 |
| ·Discourse Analysis Approach | 第18-19页 |
| ·Pragmatic Approach | 第19页 |
| ·Summary | 第19-21页 |
| Chapter Three Theoretical Framework | 第21-34页 |
| ·Relevance Theory | 第21-28页 |
| ·Principles of Relevance | 第22-23页 |
| ·Cognitive Principle of Relevance | 第22-23页 |
| ·Communicative Principle of Relevance | 第23页 |
| ·Context and Contextual Effects | 第23-24页 |
| ·Ostensive-Inferential Communication | 第24-26页 |
| ·Implicature | 第26-28页 |
| ·A Relevance-Theoretic Account of Metaphor | 第28-33页 |
| ·Two Dimensions of Language Use: Descriptive Use and Interpretive Use | 第28-30页 |
| ·Metaphor as Effort-Imposing Loose Talk | 第30-31页 |
| ·Metaphor as a Device to Trigger Weak Implicatures | 第31-32页 |
| ·Metaphors as Ostensive Stimuli | 第32-33页 |
| ·Summary | 第33-34页 |
| Chapter Four Metaphor in Advertising: Function and Classification | 第34-38页 |
| ·Metaphor Functions in Advertising | 第34-35页 |
| ·Classification of Metaphor | 第35-36页 |
| ·Classification of Metaphor in Advertising | 第36-37页 |
| ·Summary | 第37-38页 |
| Chapter Five Relevance and Metaphor in Advertising | 第38-61页 |
| ·Ostensive-Inferential Communication and Advertising | 第38-42页 |
| ·Communication Situation in Advertising | 第38-40页 |
| ·Ostension in Communication | 第40-41页 |
| ·Inference in Advertising | 第41-42页 |
| ·Understanding Metaphors in Advertising with Relevance Theory: A Case Study | 第42-59页 |
| ·Verbal Metaphors in Advertising | 第42-50页 |
| ·Solely Verbal Metaphors | 第42-46页 |
| ·Verbal Metaphors Assisted by Pictures | 第46-50页 |
| ·Pictorial Metaphors in Advertising | 第50-59页 |
| ·Metaphors with One Pictorially Presented Term | 第50-53页 |
| ·Metaphors with Two Pictorially Presented Terms | 第53-58页 |
| ·Verbal-Pictorial Metaphors | 第58-59页 |
| ·Summary | 第59-61页 |
| Chapter Six Conclusion | 第61-63页 |
| ·General Findings of the Research | 第61-62页 |
| ·Limitation of the Thesis | 第62页 |
| ·Suggestions for Further Study | 第62-63页 |
| Bibliography | 第63-65页 |
| Appendices | 第65-66页 |
| Acknowledgements | 第66页 |
