| 摘要 | 第5-6页 |
| Abstract | 第6页 |
| 1 Introduction | 第9-13页 |
| 1.1 The Background of the Present Study | 第9-10页 |
| 1.2 Significance of the Study | 第10页 |
| 1.3 Purpose of the Present Study | 第10-11页 |
| 1.4 Overall Structure of the Thesis | 第11-13页 |
| 2 Literature Review | 第13-27页 |
| 2.1 A brief introduction to Pun | 第13-17页 |
| 2.1.1 Definition and Characteristics of Pun | 第13-15页 |
| 2.1.2 The Classification of Pun | 第15-16页 |
| 2.1.3 The Pragmatic Functions of Pun | 第16-17页 |
| 2.2 A brief introduction to Figure- Ground Theory | 第17-23页 |
| 2.2.1 The origin of figure- ground theory | 第17-19页 |
| 2.2.2 Figure-Ground Segregation | 第19-20页 |
| 2.2.3 The Properties of Figure- Ground Theory | 第20-21页 |
| 2.2.4 The Application of Figure- Ground Theory | 第21-23页 |
| 2.3 Previous Study of Pun in Advertising | 第23-27页 |
| 2.3.1 Previous Researches of Pun in Advertising Aboard | 第24页 |
| 2.3.2 Previous Researches of Pun in Advertising at Home | 第24-27页 |
| 3 Theoretical Framework and Methodology | 第27-32页 |
| 3.1 The Mechanism of Figure-Ground Theory in Pun in Advertising | 第27-29页 |
| 3.1.1 Identification of Figure- Ground Theory in Pun | 第27-28页 |
| 3.1.2 Three Levels of Figure- Ground Theory Organization in Pun | 第28-29页 |
| 3.2 Methodology | 第29-30页 |
| 3.2.1 The Research Questions | 第29页 |
| 3.2.2 Data Collection | 第29-30页 |
| 3.3 Data Presentation | 第30-32页 |
| 4 Analysis of of Pun in Ads Based on Figure-Ground Theory | 第32-54页 |
| 4.1 The Explanation of Pun in Advertising with Figure-Ground Theory | 第32-51页 |
| 4.1.1 The Explanation of Phonetic Pun | 第33-39页 |
| 4.1.2 The Explanation of Semantic Pun | 第39-46页 |
| 4.1.3 The Explanation of Complex Pun | 第46-48页 |
| 4.1.4 The Explanation of Grammatical pun | 第48-51页 |
| 4.2 Functions of Pun in Advertising based on the Figure- Ground Theory | 第51-54页 |
| 4.2.1 The Prominent Function of Figure | 第51-52页 |
| 4.2.2 The Supportive Function of Ground | 第52-54页 |
| 5 Conclusion | 第54-58页 |
| 5.1 Major Findings | 第54-55页 |
| 5.2 Limitations of the Study | 第55-56页 |
| 5.3 Suggestion for Further Research | 第56-58页 |
| References | 第58-59页 |
| Appendix A | 第59-61页 |
| Acknowledgements | 第61-62页 |
