| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| Introduction | 第10-14页 |
| Chapter 1 An Overview of Relevance Theory | 第14-23页 |
| ·Grice’s Theory of Conversational Implicature | 第14-15页 |
| ·Sperber and Wilson’s Relevance Theory | 第15-20页 |
| ·Basic Notions of Relevance | 第15-17页 |
| ·Ostensive-Inferential Model | 第17-18页 |
| ·Optimal Relevance | 第18-20页 |
| ·Major Studies of Relevance Theory at Home and Abroad | 第20-23页 |
| Chapter 2 Relevance-Theoretical Research in Advertising Communication | 第23-41页 |
| ·Reviews on Advertising | 第23-29页 |
| ·Introduction to Advertising | 第23-25页 |
| ·Classification of Advertising | 第25-26页 |
| ·Previous Studies on Advertising | 第26-29页 |
| ·Relevance Theory Approach to Advertising Communication | 第29-41页 |
| ·Advertising Communication as an Ostensive-Inferential Activity | 第29-31页 |
| ·The Ostensive Behavior of Advertiser | 第31-35页 |
| ·The Inferential Behavior of Audience | 第35-38页 |
| ·The Optimal Relevance of Advertising Communication | 第38-41页 |
| Chapter 3 High-Context and Low-Context Communications and English Advertising Communication | 第41-60页 |
| ·Understanding HC and LC Communications | 第41-47页 |
| ·The Definitions of HC and LC Communications | 第42-43页 |
| ·The Characteristics of HC and LC Communications | 第43-44页 |
| ·Its Application on Intercultural Communication | 第44-47页 |
| ·Relevance Theory and HC and LC Communications | 第47-53页 |
| ·Their Functions on Communication | 第47-50页 |
| ·Their Different Attitudes to Context | 第50-51页 |
| ·The Positions of Speaker and Listener in Communication | 第51-53页 |
| ·HC and LC Communications and English Advertising Communication | 第53-56页 |
| ·The Importance of Combing Relevance Theory with HC and LC Communications to the Interpretation of English Advertising Communication | 第56-60页 |
| Conclusion | 第60-62页 |
| Bibliography | 第62-67页 |
| Acknowledgement | 第67页 |
