| Acknowledgements | 第1-5页 |
| 论文摘要 | 第5-6页 |
| Abstract | 第6-7页 |
| Table of Contents | 第7-9页 |
| Chapter One Introduction | 第9-13页 |
| Chapter Two Literature Review | 第13-22页 |
| ·The Importance of Advertising Headlines | 第13-14页 |
| ·Recent Researches on Advertising Headline Writing | 第14-16页 |
| ·Some Researches on Advertisements from the Linguistic Perspective | 第16-22页 |
| ·Semiotic Approach | 第16-18页 |
| ·Gricean Approach | 第18-22页 |
| Chapter Three Introduction to Relevance Theory | 第22-33页 |
| ·Ostensive-inferential Communication | 第22-24页 |
| ·Relevance and Cognition | 第24-27页 |
| ·Implicatures | 第27-29页 |
| ·Context | 第29-33页 |
| Chapter Four Characteristics of Advertising Headlines as Communication | 第33-38页 |
| ·Advertising Headlines and Ostensive Communication | 第33页 |
| ·Relevance in Advertising Headlines | 第33-35页 |
| ·The Communicative Situation in Advertising Headlines | 第35页 |
| ·The Importance of Attention Drawing of Advertising Headlines | 第35-36页 |
| ·Conclusion | 第36-38页 |
| Chapter Five Factors Affecting Responses to Advertising Headlines | 第38-44页 |
| ·The Frame of Reference | 第38-39页 |
| ·Selectivity—the Ongoing Psychological Activity | 第39-40页 |
| ·Patterning of Experience | 第40-41页 |
| ·Structured and Unstructured Stimuli | 第41-44页 |
| Chapter Six Making of Advertising Headlines from Relevance Theory | 第44-64页 |
| ·Relevance Principle | 第45-47页 |
| ·Humor Principle | 第47-55页 |
| ·Pun | 第47-51页 |
| ·Irony | 第51-53页 |
| ·Conclusion | 第53-55页 |
| ·Novelty Principle | 第55-62页 |
| ·Metaphor | 第55-58页 |
| ·Repetition | 第58-59页 |
| ·Hyperbole | 第59-61页 |
| ·Other Devices in Making Advertising Headlines | 第61-62页 |
| ·Conclusions | 第62-64页 |
| Chapter Seven Conclusions | 第64-66页 |
| Bibliography | 第66-68页 |
