| Abstract | 第1-4页 |
| 摘要 | 第4-8页 |
| Chapter 1 Introduction | 第8-17页 |
| ·Introduction to the Thesis | 第8-10页 |
| ·General Introduction to Advertising and Advertising Language | 第10-17页 |
| ·Definition of Advertising and Advertising Language | 第10-11页 |
| ·Classification of Advertising | 第11-13页 |
| ·Function of Advertising | 第13-14页 |
| ·Aim of Advertising | 第14-15页 |
| ·Nature of Advertising | 第15-17页 |
| Chapter 2 Literature Review | 第17-24页 |
| ·Review of the Literature of Previous Approaches to the Analysis of Advertising Language | 第17-23页 |
| ·Stylistic Approach | 第17-18页 |
| ·Semiotic Approach | 第18-19页 |
| ·Discoursal Approach | 第19-21页 |
| ·Sociolinguistic Approach | 第21-22页 |
| ·Pragmatic Approaches | 第22-23页 |
| ·Summary | 第23-24页 |
| Chapter 3 Comparative Study on Relevance Theory and Conversational Implicature | 第24-46页 |
| ·Different Interpretation of Implicature and Explicature | 第24-33页 |
| ·Grice's Account of Implicature | 第25-28页 |
| ·Relevance Theoretic Account on Explicamre/Implicature | 第28-33页 |
| ·Role of Context in the Two Theories | 第33-38页 |
| ·Different Interpretation on Irony | 第38-46页 |
| Chapter 4 The Application of the Two Theories in Advertising Language | 第46-72页 |
| ·Relevance Strategy in Advertising Language Analysis | 第46-58页 |
| ·Advertising as Communication | 第46-55页 |
| ·Two Layers of Intention | 第55-56页 |
| ·Trust and Cooperation in Advertising Communication | 第56-57页 |
| ·The Importance of Attracting Attention | 第57页 |
| ·Relevance Theory and Intercultural Advertising | 第57-58页 |
| ·Conversational Implicature in Advertising | 第58-72页 |
| ·Conventional Implicature in Advertising | 第59-62页 |
| ·Conversational Implicature in Advertising | 第62-72页 |
| Chapter 5 Conclusion | 第72-75页 |
| ·General Findings of the Thesis | 第72-73页 |
| ·Limitations of the Study | 第73-74页 |
| ·Suggestions for Further Researches | 第74-75页 |
| References | 第75-78页 |
| Acknowledgements | 第78-79页 |
