| 中文摘要 | 第1-4页 |
| ABSTRACT | 第4-8页 |
| CHAPTER ONE INTRODUCTION | 第8-12页 |
| ·BACKGROUND AND MOTIVATION OF THE STUDY | 第8-9页 |
| ·SIGNIFICANCE OF THE STUDY | 第9-10页 |
| ·PURPOSE OF THE STUDY | 第10页 |
| ·METHODOLOGY AND SOURCE OF EXAMPLES OF THIS THESIS | 第10-11页 |
| ·ORGANIZATION OF THIS THESIS | 第11-12页 |
| CHAPTER TWO LITERATURE REVIEW | 第12-18页 |
| ·GENERAL KNOWLEDGE ABOUT ADVERTISING AND PUN | 第12-14页 |
| ·Definition and Characteristics of Advertising | 第12-13页 |
| ·Definition and Characteristics of Pun | 第13-14页 |
| ·PREVIOUS STUDY OF PUN IN ADVERTISING | 第14-17页 |
| ·Previous Study of Pun in advertising by Foreign Scholars | 第14-15页 |
| ·Previous Study of Pun in advertising by Chinese Scholars | 第15-17页 |
| ·SUMMARY | 第17-18页 |
| CHAPTER THREE THEORETICAL BASIS OF THE STUDY | 第18-25页 |
| ·ORIGIN OF FIGURE-GROUND THEORY | 第18-20页 |
| ·FIGURE-GROUND SEGREGATION AND THE PRINCIPLE OF PR?GNANZ | 第20-21页 |
| ·PROPERTIES OF FIGURE AND GROUND | 第21-23页 |
| ·APPLICATION OF FIGURE-GROUND THEORY | 第23-25页 |
| CHAPTER FOUR REALIZATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING | 第25-47页 |
| ·THEORETICAL ANALYSIS OF A PUN IN DVERTISING | 第25-28页 |
| ·Analysis of Figure-Ground in Pun in advertising | 第25-27页 |
| ·Three Levels of Figure-Ground Organization | 第27页 |
| ·The Analysis of the Interpretation Process of Pun in Advertising | 第27-28页 |
| ·ILLUSTRATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING | 第28-43页 |
| ·Categories of Pun in advertising | 第29-31页 |
| ·Illustration of Figure-Ground Theory in Phonetic Pun | 第31-37页 |
| ·Illustration of Figure-Ground Theory in Semantic Pun | 第37-42页 |
| ·Illustration of Figure-Ground Theory in Complex Pun | 第42-43页 |
| ·FUNCTIONS OF PUN IN ADVERTISING FROM FIGURE-GROUND THEORY . | 第43-47页 |
| ·Functions of Pun in advertising from Figure | 第44-45页 |
| ·Functions of Pun in advertising from Ground | 第45-47页 |
| CHAPTER FIVE CONCLUSION | 第47-49页 |
| ACKNOWLEDGEMENTS | 第49-50页 |
| REFERENCES | 第50-53页 |
| APPENDIX 作者在攻读硕士学位期间发表的论文目录 | 第53页 |
