| Acknowledgements | 第1-5页 |
| Abstract | 第5-8页 |
| 内容摘要 | 第8-13页 |
| Chapter One Introduction | 第13-20页 |
| ·Introduction to Idiomatic Advertising | 第14-17页 |
| ·A Kind of Advertising Language | 第14-15页 |
| ·A Sub-type of Advertising Pun | 第15页 |
| ·An Invention by Parody | 第15-17页 |
| ·The Significance of the Study | 第17-18页 |
| ·The Rationale and Objective of the Study | 第18-20页 |
| Chapter Two Literature Review | 第20-31页 |
| ·A Brief Retrospective Studies on Language of Advertising | 第20-23页 |
| ·Previous Researches of Advertising Puns Abroad | 第23-25页 |
| ·Previous Researches of Advertising Puns at Home | 第25-29页 |
| ·Researches on Advertising Puns | 第26-27页 |
| ·Researches on Advertising with Idioms | 第27-29页 |
| ·Research Questions | 第29页 |
| ·The Structure of the Thesis | 第29-31页 |
| Chapter Three Figure-ground Theory and its Actualization in Idiomatic Advertising | 第31-43页 |
| ·Reference-point Ability | 第32-34页 |
| ·Definition of Reference-point Ability | 第32-33页 |
| ·Researches on Reference-point Ability | 第33-34页 |
| ·Reference-point Ability and Figure-ground Segregation | 第34页 |
| ·Figure-ground Segregation | 第34-37页 |
| ·Definition of Figure-ground Segregation | 第34-35页 |
| ·Figure-ground Segregation and Principle of Pra|¨gnanze | 第35-36页 |
| ·Understanding of Principle of Pra|¨gnanze | 第36-37页 |
| ·Application of Figure / Ground Theory in Linguistics | 第37页 |
| ·The Realization of Figure / Ground in Idiomatic Advertising | 第37-43页 |
| Chapter Four Data Collection and Research Method | 第43-47页 |
| ·Methodology | 第43页 |
| ·Sample | 第43-47页 |
| Chapter Five Idiomatic Advertising of Figure and Ground: Case Studies | 第47-67页 |
| ·Forms of Pun in Advertising | 第47-55页 |
| ·Syllepsis | 第48页 |
| ·Polysemy | 第48-49页 |
| ·Antanaclasis | 第49-50页 |
| ·Paronomasia | 第50-51页 |
| ·Brand-name Puns | 第51-52页 |
| ·Idiomatic Puns | 第52-55页 |
| ·Quotations | 第53页 |
| ·Proverbs | 第53-54页 |
| ·Four-character Idioms | 第54-55页 |
| ·Functions of Advertising Puns | 第55-58页 |
| ·Information Conveying | 第56页 |
| ·Attention attracting | 第56-57页 |
| ·Making Advertisement Brief | 第57页 |
| ·Making Advertisement Aesthetic | 第57页 |
| ·Avoiding Social Taboos | 第57-58页 |
| ·Functions of Idiomatic Advertising Corresponding to Figure and Ground | 第58-67页 |
| ·The Functions of "Figure | 第59-61页 |
| ·Giving Prominence to Brands or Kinds of Products | 第60页 |
| ·Giving Prominence to Features and Functions | 第60-61页 |
| ·The Functions of "Ground | 第61-67页 |
| ·Establishing the Good Image of Products | 第62-64页 |
| ·Changing Bad Image to Good Image | 第64-67页 |
| Chapter Six Conclusion | 第67-71页 |
| ·Summary of the Study | 第67-69页 |
| ·Limitations and Suggestions | 第69-71页 |
| ·Limitations | 第69页 |
| ·Suggestions | 第69-71页 |
| Bibliography | 第71-73页 |
