| Abstract | 第1-5页 |
| 摘要 | 第5-8页 |
| Chapter 1 Introduction | 第8-11页 |
| ·General Description and Importance of the Study | 第8-9页 |
| ·Objectives of the Study | 第9页 |
| ·Data Collection and Research Method | 第9-10页 |
| ·Outline of the Thesis | 第10-11页 |
| Chapter 2 Theoretical Framework | 第11-20页 |
| ·Introduction | 第11-12页 |
| ·Key concepts of Relevance Theory | 第12-17页 |
| ·Ostensive-inferential Communication | 第12-14页 |
| ·Context and Cognitive Environment | 第14-16页 |
| ·Relevance and Principle of Relevance | 第16-17页 |
| ·Relevance Theoretic Account of Translation | 第17-20页 |
| Chapter 3 Puns in Advertisements | 第20-33页 |
| ·Advertisement | 第20-24页 |
| ·Definition of Advertisement | 第20页 |
| ·Purpose and Function of Advertisements | 第20-21页 |
| ·Rhetoric in Advertisements | 第21-23页 |
| ·Puns in Advertisements | 第23-24页 |
| ·Pun | 第24-33页 |
| ·Definition of pun | 第24-25页 |
| ·Classification of puns | 第25-27页 |
| ·Linguistic Features of puns | 第27-29页 |
| ·Ambiguity | 第27-28页 |
| ·The Double Context | 第28-29页 |
| ·Functions of Puns in Advertisements | 第29-33页 |
| Chapter 4 Relevance Theory and Puns in Advertisements | 第33-42页 |
| ·Relevance Theory and Puns in Advertisements | 第33-34页 |
| ·Factors that Affect the Translation of Puns in Advertisements | 第34-37页 |
| ·Linguistic Barriers | 第35-36页 |
| ·Cultural Barriers | 第36-37页 |
| ·Translatability of puns | 第37-38页 |
| ·Enlightenments of RT on Pun Translation in Advertisements | 第38-42页 |
| ·Inferring the Communicative Intention of SL and TL’s Cognitive Environment | 第38-39页 |
| ·Participating Activities among Three Participants | 第39-40页 |
| ·Achieving Optimal Relevance in the Target Text | 第40-42页 |
| Chapter 5 A Relevance-Theoretic Approach to Puns Translation in Advertisements | 第42-53页 |
| ·Related Studies on Translation of Puns in English Advertisements | 第42-44页 |
| ·Relevance-based Guidelines to the Translation of Puns | 第44-46页 |
| ·Potential Strategies for Translation of Puns | 第46-53页 |
| ·From puns to puns | 第46-48页 |
| ·Rendering Both Meanings | 第48-49页 |
| ·Sacrificing One Meaning | 第49-50页 |
| ·Creation | 第50-52页 |
| ·Compensation | 第52-53页 |
| Chapter 6 Conclusion | 第53-55页 |
| Bibliography | 第55-58页 |
| Acknowledgements | 第58-59页 |
| Publications | 第59页 |
