| Abstract in Chinese | 第1-9页 |
| Abstract in English | 第9-12页 |
| Introduction | 第12-16页 |
| Chapter One Literature Review on Advertising | 第16-23页 |
| ·General knowledge of advertising and advertising language | 第16-19页 |
| ·Definition of advertising | 第16-17页 |
| ·Classification of advertising | 第17页 |
| ·Functions of advertising | 第17-18页 |
| ·Features of advertising | 第18-19页 |
| ·The literature review | 第19-21页 |
| ·Semiotic analysis of advertising language | 第19页 |
| ·Stylistic analysis of advertising language | 第19-20页 |
| ·Discourse analysis of advertising language | 第20页 |
| ·Pragmatic analysis of advertising language | 第20-21页 |
| ·Austin’s speech act theory | 第20页 |
| ·Grice’s cooperative principle and maxims | 第20-21页 |
| ·Summary | 第21-23页 |
| Chapter Two The Theoretic Foundation: Relevance Theory | 第23-31页 |
| ·Some useful notions | 第23-28页 |
| ·Relevance | 第23-25页 |
| ·Maximum relevance | 第24页 |
| ·Optimal relevance | 第24-25页 |
| ·Cognitive environment | 第25-26页 |
| ·Mutual knowledge vs. mutual manifestness | 第26-27页 |
| ·Contextual effect | 第27页 |
| ·Overt vs. covert communication | 第27-28页 |
| ·Some principles in relevance theory | 第28-29页 |
| ·Summary | 第29-31页 |
| Chapter Three Advertising as Communication | 第31-49页 |
| ·Ostensive-inferential communication | 第31-32页 |
| ·Informative and communicative intentions in advertising | 第32-33页 |
| ·Overt advertising communication | 第33-37页 |
| ·Covert advertising communication | 第37-44页 |
| ·Covert communication to imply superiority | 第38-40页 |
| ·Covert communication to offer special value | 第40-41页 |
| ·Covert communication to touch upon some sensitive topics | 第41-44页 |
| ·Inferences in advertising | 第44-47页 |
| ·Summary | 第47-49页 |
| Chapter Four An Analysis of Linguistic Attention-Attracting Strategies in Advertising from the Perspective of Relevance Theory | 第49-67页 |
| ·Metaphor | 第50-53页 |
| ·Metaphor and relevance theory | 第50-51页 |
| ·Metaphor in advertising | 第51-53页 |
| ·Pun | 第53-56页 |
| ·Pun and relevance theory | 第53-54页 |
| ·Pun in advertising | 第54-56页 |
| ·Irony | 第56-60页 |
| ·Irony and relevance theory | 第56-57页 |
| ·Irony in advertising | 第57-60页 |
| ·Hyperbole | 第60-62页 |
| ·Hyperbole and relevance theory | 第60页 |
| ·Hyperbole in advertising | 第60-62页 |
| ·Repetition | 第62-64页 |
| ·Repetition and relevance theory | 第62-63页 |
| ·Repetition in advertising | 第63-64页 |
| ·Summary | 第64-67页 |
| Chapter Five The Realization of the Persuasion of Advertising | 第67-80页 |
| ·The Psychology of advertising | 第67-72页 |
| ·Perception | 第68-69页 |
| ·Awareness | 第69页 |
| ·Understanding | 第69-70页 |
| ·Persuasion | 第70-72页 |
| ·Relevance theory and persuasion of advertising | 第72-80页 |
| ·The persuader’s intention | 第73页 |
| ·Cognitive effect of persuasion | 第73-74页 |
| ·Communicative methods of persuasion in advertising | 第74-76页 |
| ·Understanding of persuasive intention of advertising | 第76-80页 |
| Conclusion | 第80-83页 |
| Bibliography | 第83-86页 |
| Appendix (Examples of Commercial Advertising) | 第86-88页 |
| Acknowledgements | 第88-89页 |
| 攻读硕士期间发表的学术论文 | 第89页 |
