| 摘要 | 第1-7页 |
| ABSTRACT | 第7-11页 |
| Chapter 1 Introduction | 第11-15页 |
| ·The Significance of the Present Study | 第11-12页 |
| ·The Objectives and Research Questions of the Study | 第12-13页 |
| ·Research Methodology of the Present Study | 第13页 |
| ·Organization of the Dissertation | 第13-15页 |
| Chapter 2 Literature Review and Study Necessity | 第15-23页 |
| ·Previous Review of Euphemism and Advertising Euphemism | 第15-21页 |
| ·Review of Studies f Euphemism | 第15-17页 |
| ·Review of Studies of Advertising and Commercial Advertising Euphemism from the Perspective of Relevance Theory | 第17-21页 |
| ·Necessity and Superiority of Relevance Theory Approach to Commercial Advertising Euphemism | 第21-23页 |
| Chapter 3 An Overview of Commercial Advertising Euphemism | 第23-29页 |
| ·Definitions of Euphemism | 第23-24页 |
| ·Commercial Advertising and Its Relevant Contents | 第24-28页 |
| ·Definitions of Commercial Advertising | 第24-25页 |
| ·Commercial Advertising and Advertising Language | 第25-26页 |
| ·Communicative Functions of Commercial Advertising Euphemism | 第26-28页 |
| ·Defining Commercial Advertising Euphemism | 第28页 |
| ·Summary | 第28-29页 |
| Chapter 4 Relevance Theory(RT) | 第29-38页 |
| ·Ostension | 第29-30页 |
| ·Inference | 第30-32页 |
| ·Cognitive Environment | 第32-33页 |
| ·Mutual Manifestess and Styles | 第33-35页 |
| ·Optimal Relevance | 第35-37页 |
| ·Summary | 第37-38页 |
| Chapter 5 Cases Studies of Euphemism in Chinese Commercial Advertisements in Terms of Relevance Theory | 第38-61页 |
| ·RT's Theoretical Applicability in Interpreting Euphemism in Commercial Advertising | 第38-40页 |
| ·Interpretation of Chinese Commercial Advertising Euphemism in the Form of Figure of Speech in Terms of Relevance Theory | 第40-59页 |
| ·Metaphor | 第41-44页 |
| ·Pun | 第44-46页 |
| ·Periphrasis | 第46-48页 |
| ·Personification | 第48-49页 |
| ·Vague Expressions | 第49-51页 |
| ·Metonymy | 第51页 |
| ·Borrowing idioms | 第51-53页 |
| ·Euphemism Expressing the Opposite Meaning | 第53-55页 |
| ·Ellipsis | 第55-57页 |
| ·Understatement | 第57-58页 |
| ·Euphemistic Comparison | 第58-59页 |
| ·Summary | 第59-61页 |
| Chapter 6 Conclusion | 第61-65页 |
| ·Brief Summary | 第61-62页 |
| ·Limitations of the Present Study and Suggestions for Further Study | 第62-65页 |
| Note | 第65-66页 |
| Published Papers | 第66-67页 |
| Acknowledgements | 第67-68页 |
| Bibliography | 第68-72页 |
| Appendix | 第72-73页 |
