| Abstract | 第1-8页 |
| 摘要 | 第8-13页 |
| Introduction | 第13-19页 |
| ·Research Background | 第13-15页 |
| ·Research Objective and Significance | 第15-16页 |
| ·Organization of the Thesis | 第16-19页 |
| Chapter One Literature Review | 第19-37页 |
| ·Studies on Idioms | 第19-22页 |
| ·Studies on Flexible Use of Idioms | 第22-28页 |
| ·Studies on Advertising Chinese Idioms | 第28-37页 |
| Chapter Two Theoretical Foundation | 第37-55页 |
| ·Construction Grammar | 第37-44页 |
| ·The Definition and Classification of Constructions | 第40-42页 |
| ·Semantic Coercion from Constructions to Lexical Elements | 第42-44页 |
| ·Conceptual Integration Theory | 第44-49页 |
| ·The Definition of Mental Space | 第46-47页 |
| ·The Components and Processes of Conceptual Integration Network | 第47-49页 |
| ·Relevance Theory | 第49-55页 |
| ·Ostensive-referential Communication | 第49-51页 |
| ·Two Principles of Relevance:Cognitive Principle of Relevance and Communicative Principle of Relevance | 第51-52页 |
| ·Cognitive Context | 第52-55页 |
| Chapter Three Classification of Parodic Use of Chinese Idioms in Advertisements and Their Characteristics | 第55-69页 |
| ·Classification of Chinese Idioms:Schematic Chinese Idioms and Substantive Chinese Idioms | 第56-63页 |
| ·The Characteristics of Parodic Use of Schematic Chinese Idioms in Advertisements | 第63-65页 |
| ·The Characteristics of Parodic Use of Substantive Chinese Idioms in Advertisements | 第65-69页 |
| Chapter Four Cognitive Interpretation of Parodic Use of Chinese Idioms in Advertisements | 第69-87页 |
| ·Interpretation of Parodic Use of Schematic Chinese Idioms in Advertisements from Construction Grammar | 第70-78页 |
| ·Construction Meaning of Original Chinese Idioms | 第72-73页 |
| ·Semantic Coercion from Original Chinese Idiomatic Constructions to New Lexical Elements | 第73-78页 |
| ·Interpretation of Parodic Use of Substantive Chinese Idioms in Advertisements from Conceptual Integration Theory | 第78-87页 |
| ·Activation of Original Chinese Idiomatic Constructions | 第80-81页 |
| ·Conceptual Integration of Original Chinese Idiomatic Constructions and New Lexical Elements | 第81-87页 |
| Chapter Five Normalization of Parodic Use of Chinese Idioms in Advertisements and Its Interpretation | 第87-99页 |
| ·Normalization of Parodic Use of Chinese Idioms in Advertisements | 第88-93页 |
| ·The Characteristics of Chinese Idioms and the Characteristics of Advertising Language | 第89-92页 |
| ·Principles of Normalizing Parodic Use of Chinese Idioms in Advertisements | 第92-93页 |
| ·Interpretation of Normalizing Parodic Use of Chinese Idioms in Advertisements from Relevance Theory | 第93-99页 |
| ·Advertising:A Kind of Ostensive-Inferential Communication | 第94-95页 |
| ·Realization of Advertising Communication and Normalization of Parodic Use of Chinese Idioms | 第95-99页 |
| Conclusion | 第99-103页 |
| Bibliography | 第103-109页 |
| Appendix Ⅰ | 第109-115页 |
| Appendix Ⅱ | 第115-117页 |
| Acknowledgements | 第117-119页 |
