| 摘要 | 第1-5页 |
| Abstract | 第5-8页 |
| Chapter 1 Introduction | 第8-11页 |
| Chapter 2 An Overview of Parody in Advertisement | 第11-24页 |
| ·Definition of Parody | 第11页 |
| ·Classifications of Parody | 第11-14页 |
| ·Functions of Parody | 第14-15页 |
| ·Rhetorical Effects | 第15页 |
| ·Coining New Words | 第15页 |
| ·P ragmatic and Cognitive Study of Parody | 第15-18页 |
| ·Prototype Theory and Parody | 第16-17页 |
| ·Figure -Ground Theory and Parody | 第17页 |
| ·Mental Space Theory and Parody | 第17-18页 |
| ·Parodies in Advertisements | 第18-24页 |
| ·Definition and Classifications of Advertising | 第18-19页 |
| ·Functions of Advertising | 第19-20页 |
| ·Features of Advertising | 第20-21页 |
| ·Forms of Parody in Advertisement | 第21-24页 |
| Chapter 3 An Overview of Relevance Theory | 第24-30页 |
| ·An Overview of Major Studies of Relevance Theory | 第24-25页 |
| ·Main Concepts of Relevance Theory | 第25-28页 |
| ·Ostensive-inferential Communication | 第25-26页 |
| ·Cognitive Environment and Mutual Manifestness | 第26-27页 |
| ·Contextual Effect and Processing Effort | 第27页 |
| ·Principles of Relevance and Optimal Relevance | 第27-28页 |
| ·Feasibility of Applying Relevance Theory to the Study of Parody in Ads | 第28-30页 |
| Chapter 4 The Interpretation of Parody in Advertisements with Relevance Theory Approach | 第30-42页 |
| ·Studies of Relevance Theory Applied in Parodic Ads | 第30-31页 |
| ·Two layers of Intention of Advertising | 第31-32页 |
| ·Classifications of Parodic Advertisement Based on Relevance | 第32-35页 |
| ·Phonetic Relevance | 第32-33页 |
| ·Semantic Relevance | 第33-34页 |
| ·Textual Relevance | 第34-35页 |
| ·Ostensive-inferential Communication Interpreting Parodic Ads | 第35-38页 |
| ·Ostention in Parodic Advertising | 第35-36页 |
| ·Inference in Parodic Advertisements | 第36-38页 |
| ·Degrees of Relevance in Parodic Advertising Communication | 第38-42页 |
| Chapter 5 Problems Existing and Strategies of Creating Successful Parodic Ads | 第42-47页 |
| ·Problems Existing in Applying Parody in Ads | 第42-44页 |
| ·Causing Ambiguity | 第42-43页 |
| ·Misleading Teenagers | 第43页 |
| ·Name Tort | 第43页 |
| ·Causing Weariness in Aesthetic Judgment and Appreciation | 第43-44页 |
| ·Strategies of Creating Successful Parodic Ads | 第44-47页 |
| ·Making Advertisement Concise | 第44-45页 |
| ·Applying humorous device into parodic advertisements | 第45-46页 |
| ·Probing into the Intrinsic Relevance between Advertisements and Products | 第46-47页 |
| Chapter 6 Conclusion | 第47-49页 |
| References | 第49-51页 |
| 攻读学位期间取得的成果 | 第51-52页 |
| Acknowledgements | 第52页 |
