| Contents | 第1-7页 |
| Introduction | 第7-9页 |
| Chapter One Literature Review. | 第9-19页 |
| ·About Metaphor | 第9-14页 |
| ·The Rhetorical Study of Metaphor | 第9-10页 |
| ·The Semantic Study of Metaphor | 第10-11页 |
| ·The Cognitive Study of Metaphor | 第11-12页 |
| ·The Pragmatic Study of Metaphor | 第12-14页 |
| ·About Advertising | 第14-17页 |
| ·The Definition of Advertising | 第14-15页 |
| ·The Classification of Advertising | 第15-16页 |
| ·The Language of Advertising | 第16-17页 |
| ·Summary | 第17-19页 |
| Chapter Two The Relevance Theory | 第19-30页 |
| ·Relevance and Cognition | 第19-21页 |
| ·Communication and Relevance | 第21-27页 |
| ·Code, Inference and Communication | 第21-22页 |
| ·Ostensive-Inferential Communication | 第22-27页 |
| ·Implicatures | 第27-29页 |
| ·Summary | 第29-30页 |
| Chapter Three A Relevance-Theoretic Account of Metaphor | 第30-39页 |
| ·Descriptive and Interpretive Use of Language | 第30-32页 |
| ·Metaphor as a Kind of Loose Talk | 第32-36页 |
| ·Metaphor as a Device to Trigger Weak Implicatures | 第36-38页 |
| ·Summary | 第38-39页 |
| Chapter Four Relevance and Metaphors in Advertising | 第39-67页 |
| ·Reasons for the Application of Metaphor in Advertising | 第39-41页 |
| ·Ostensive-Inferential Communication and Advertising | 第41-45页 |
| ·Metaphor as an Ostensive Stimulus | 第45-66页 |
| ·Verbal Metaphors in Advertising | 第46-54页 |
| ·Solely Verbal Metaphors | 第46-49页 |
| ·Verbal Metaphors Assisted by Pictures | 第49-54页 |
| ·Pictorial Metaphors in Advertising | 第54-66页 |
| ·Metaphors with One Pictorially Presented Term | 第54-61页 |
| ·Metaphors with Two Pictorially Presented Terms | 第61-62页 |
| ·Verbal-Pictorial Metaphors in Advertising | 第62-66页 |
| ·Summary | 第66-67页 |
| Chapter Five Concluding Remarks | 第67-69页 |
| ·Conclusion | 第67页 |
| ·Significance of the Thesis | 第67-68页 |
| ·Limitation of the Thesis | 第68-69页 |
| Acknowledgements | 第69-70页 |
| Bibliography | 第70-72页 |
