| Abstract | 第5-6页 |
| 摘要 | 第7-12页 |
| Introduction | 第12-16页 |
| 0.1 Background of This Thesis | 第12-14页 |
| 0.2 Aims of This Thesis | 第14页 |
| 0.3 Organization of This Thesis | 第14-16页 |
| Chapter 1 Literature Review | 第16-36页 |
| 1.1 Introduction to Irony | 第16-21页 |
| 1.1.1 Definitions of Irony | 第16-18页 |
| 1.1.2 Classification of Irony | 第18-20页 |
| 1.1.3 Pragmatic Functions of Irony | 第20-21页 |
| 1.2 Previous Studies on Irony | 第21-28页 |
| 1.2.1 Traditional Semantic Studies on Irony | 第22-23页 |
| 1.2.2 Pragmatic Studies on Irony | 第23-27页 |
| 1.2.3 Cognitive Studies on Irony | 第27-28页 |
| 1.3 Previous Studies on Advertisements | 第28-32页 |
| 1.3.1 Previous Studies on Irony in Advertisements | 第29-31页 |
| 1.3.2 Previous Relevance Studies on Verbal Irony in Advertisements | 第31-32页 |
| 1.4 Comments on Previous Studies | 第32-34页 |
| 1.5 Summary | 第34-36页 |
| Chapter 2 Relevance Theory | 第36-46页 |
| 2.1 Main Points of Relevance Theory | 第36-40页 |
| 2.1.1 Ostensive-inferential Communication | 第37-38页 |
| 2.1.2 Maximal Relevance and Optimal Relevance | 第38-40页 |
| 2.2 Cognitive Environment | 第40-42页 |
| 2.3 Application of Relevance Theory in the Thesis | 第42-43页 |
| 2.4 Summary | 第43-46页 |
| Chapter 3 The Generation of Verbal Irony in Chinese Advertisements | 第46-73页 |
| 3.1 Generative Motivation of Verbal Irony in Chinese Advertisements: a Relevance-oriented Process | 第46-60页 |
| 3.1.1 Distinctive Characteristics of Verbal Irony in Chinese Advertisements | 第47-51页 |
| 3.1.2 Pragmatic Effects of Verbal Irony in Chinese Advertisements | 第51-60页 |
| 3.2 Generative Process of Verbal Irony: an Integration of Cognitive Environment with Relevance | 第60-70页 |
| 3.2.1 Considerations of Factors Based on CognitiveEnvironment | 第60-69页 |
| 3.2.2 Creation of Semantic Inconsistency Based on Relevance Principle | 第69-70页 |
| 3.3 Summary | 第70-73页 |
| Chapter 4 The Comprehension of Verbal Irony in Chinese Advertisements | 第73-84页 |
| 4.1 Identification of Semantic Inconsistency of Verbal Irony in Chinese Advertisements | 第73-77页 |
| 4.1.1 Literal Meaning Working as Ostentive Stimulus | 第74-75页 |
| 4.1.2 Mutual Cognitive Environment Working as the Guarantee of Identification | 第75-77页 |
| 4.2 Interpretation of Complimentary Meaning Based on Ostensive-inferential Communication | 第77-81页 |
| 4.2.1 Recognition of the Attitude of the Advertisers | 第77-80页 |
| 4.2.2 Appreciation of the Beauty and Charm of Verbal Irony in Chinese Advertisements | 第80-81页 |
| 4.3 Summary | 第81-84页 |
| Conclusion | 第84-89页 |
| 1. Work Done in This Thesis | 第84页 |
| 2. Major Findings of This Thesis | 第84-86页 |
| 3. Significance of This Thesis | 第86页 |
| 4. Limitations of This Thesis | 第86-89页 |
| Bibliography | 第89-94页 |
| Acknowledgements | 第94页 |
